Once customers confirm, “It’s paid,” Niccol added. “Now you’re off to the window to pick up your drink, and out you go. It’ll be the fastest drive-through experience you can have.” <\/p>\n
To order ahead, pay with the app, and earn reward stars, customers are required to create a Starbucks account and sign in. Niccol’s “fast pass” comment drew comparisons to Disney’s “fast pass”<\/a> on X, but unlike Disney’s fast pass, the Starbucks app is free. <\/p>\n This past quarter,<\/a> the Starbucks loyalty program’s 90-day active members reached a record 36 million. Those customers tend to drive transactions and sales growth, which rose 7.2% in the fourth quarter. <\/p>\n 103.67 -1.84 (-1.74%) <\/p>\n At close: October 30 at 4:00:00 PM EDT <\/p>\n 103.72 +0.05 (+0.05%) <\/p>\n After hours: October 30 at 6:37:16 PM EDT <\/p>\n SBUX BROS ^GSPC <\/p>\n These investments by Starbucks come as the coffee chain faces growing competition from drive-through-focused chains like Dutch Bros<\/a> (BROS<\/a>), 7Brew, and Scooter’s Coffee. Plus, more customers are coming for afternoon pick-me-ups and small treats in their order. <\/p>\n TD Cowen analyst Andrew Charles thinks the afternoon is a prime opportunity. <\/p>\n “We expect a greater focus on the afternoon daypart, via beverage innovation and marketing support, where drive-thru competitors have found success,” he wrote in a note to clients. “We interpret a greater focus on caffeine-free refreshers to help drive engagement with kids.” <\/p>\n Follow Brooke DiPalma on X at @BrookeDiPalma<\/a> or email her at bdipalma@yahoofinance.com. <\/p>\n <\/a> Cars line up in the drive-thru of a Starbucks in Robinson Township, Pa., Wednesday, May 6, 2020. (AP Photo\/Gene J. Puskar) \u00b7 ASSOCIATED PRESS <\/p>\n