Starbucks 'Siren Order' Surpasses 200 Million Cumulative Orders

[Asia Economy Reporter Seungjin Lee] Starbucks Coffee Korea announced on the 3rd that the cumulative number of orders through its mobile ordering and payment service, 'Siren Order,' has surpassed 200 million.

With the non-face-to-face ordering trend following COVID-19, the number of Siren Order transactions has gradually increased, with the average daily orders in the past month reaching nearly 200,000. The proportion of payments made via Siren Order, which was initially in the single digits, has rapidly increased, and currently, 27% of all orders are placed through Siren Order.

As the share of Siren Order orders rises, the acceleration in cumulative order volume is also increasing. While it took 2 years and 4 months to surpass 10 million cumulative orders when the service first launched, it took less than 2 months to go from 190 million to 200 million orders. It took 5 years and 4 months to reach 100 million cumulative orders in September 2019, but only 1 year and 8 months to reach 200 million.

Looking at the share of Siren Order orders by commercial district over the past month, office districts had the highest proportion at 32%, followed by residential living districts at 26%, shopping districts such as malls and department stores at 25%, and university districts at 24%. During the commuting hours between 8 and 9 a.m., the share of Siren Order orders was 48%, nearly half, indicating that 1 in 2 customers orders via Siren Order when going to work.

Meanwhile, a major renewal of Siren Order was carried out through the Starbucks mobile application update last March. This app update was planned and developed over approximately 1 year and 6 months to significantly enhance convenience tailored to customer expectations amid the rapidly changing mobile market.

The most notable features include improved accessibility to Siren Order, simplification of the ordering steps, and an intuitive redesign of the menu screen. Additionally, personalization was strengthened through menu recommendations and customized messages, and usability of ordering and payment functions was enhanced by enabling the simultaneous use of payment methods such as Starbucks Card, coupons, and e-Gift items.

Furthermore, Starbucks is conducting an additional star-earning event to celebrate the app update and the milestone of 200 million cumulative Siren Order transactions until May 10. All Starbucks Rewards members will receive 1 extra star per receipt when ordering via Siren Order, and members will receive 2 stars for their first-ever Siren Order.

Kim Geon-il, head of the Starbucks Platform Business Team, stated, "Through Siren Order, which connects stores and customers, we plan to continue delivering a more special Starbucks experience in the digital space, the fourth place."

This content was produced with the assistance of AI translation services.