THE APEX TIMES
Starbucks is planning a push to make orders feel more tailored over the next few years, betting that improvements to its app and drive-thru experience can speed service while deepening customer engagement, CEO Brian Niccol said.
Starbucks is setting its sights on greater personalization as it looks ahead to 2027, with management pointing to initiatives aimed at making both ordering and in-store experiences feel more individualized. CEO Brian Niccol said in recent remarks that service times are on target and that stores are taking on a “warmer” feel, while the company also sees room to elevate the customer journey through technology, including the Starbucks app and drive-thru operations.
The new emphasis centers on tailoring the ordering experience to individual preferences rather than treating every transaction the same. In the message highlighted by the report, executives also indicated that they see opportunities to use personalization to improve how customers experience Starbucks, not just how fast they receive drinks and food.
Technology is expected to play a central role in that plan. The report notes that executives are looking at ways to “elevate the app and drive-thru experiences” by incorporating personalization and AI, suggesting Starbucks may be refining how recommendations, ordering flows, and operational decisions are connected to customer behavior.
While the company described the direction of travel, it did not provide detailed timelines, quantified targets, or specific feature launches in the materials referenced for this update. The remarks also did not specify which aspects of personalization will be rolled out first, how customer data will be used beyond the general concept, or whether customers will be given more controls over personalization settings.
Separately, the CEO tied the personalization effort to broader execution goals, saying that service times are on target and that stores are feeling warmer. Those statements imply that Starbucks is trying to pair a technology-led personalization strategy with visible improvements on the ground, such as store experience and throughput.
Starbucks operates in a competitive retail and quick-service market where differentiation increasingly comes from loyalty programs, mobile ordering convenience, and frictionless fulfillment. As consumers expect faster pickup and more tailored offers, major chains have leaned into personalization and data-driven recommendations to compete for repeat visits and higher frequency.
Still, several key details remain unclear based on the referenced report. Starbucks did not disclose specific investment amounts, measurable performance metrics tied to the 2027 personalization push, or operational KPIs that would indicate whether AI-driven personalization is improving drive-thru throughput and app conversion. It also did not outline regulatory or privacy changes connected to AI use.
For customers and investors, the next indicates to watch are concrete rollouts, such as app capabilities that make ordering more individualized, measurable improvements in drive-thru flow, and any investor-facing updates that translate “personalization and AI” into trackable results. Until then, the company’s message points to a strategy direction more than a fully specified roadmap.
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