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Costa Coffee unveils mobile order ahead service

Costa Coffee has added to its list of recent technology-related initiatives with the London launch of 'Costa Collect' – a service allowing customers to pre-order their drink through the brand’s loyalty programme app.

The order ahead service brings Costa into a world Starbucks has been operating for several years, with the latter company acknowledging its version of the service has helped drive sales and loyalty since launch in the US in 2014 and then the UK one year later.

Costa Collect is an enhancement to the existing Costa Coffee Club loyalty programme app, according to the coffee chain, and it is launching in 111 London-based stores prior to an expected extension of the initiative in the new year.

The app allows users to identify their nearest store and order any drink from Costa Coffee’s menu. Costa said the app also retains previous orders so customers can re-order items without scrolling back through the menu.

Unlike Starbucks’ app, payment can be made through the Costa Coffee Club app using credit and debit card details that have been pre-loaded. Costa’s version differs in that no pre-paying or account topping up is required.

Global digital & loyalty director at Costa Coffee, Arslan Sharif, commented: “Our insights tell us that customers are demanding more and expect innovations which help enhance their day-to-day busy lives by making it easy and convenient to buy their favourite drink.”

In recent months, Costa has revealed it is using virtual reality headsets to help train baristas, and also announced the launch of a contactless payment-ready reusable cup in association with Barclaycard and its bPay technology.

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