EUROPE By Van der Zande ’ s own admission , Starbucks has perhaps been guilty of taking quite a conservative approach when it comes to technology adoption in the supply chain in past years . But , he says , its efforts have been accelerated in the last two years , as the company has embraced what technology can offer , to the extent that Starbucks considers digitisation one of its three key pillars of growth .
“ It is and will be a major driver of our business ,” Van der Zande says . “ We expect and have already achieved a lot with what we call ‘ Mobile order & Pay ’, and its functionality . At the moment we have about 9mn mobile paying customers , and in the US at the moment already one out of three customers are actually using mobile
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