Starbucks’ holiday cheer hit a technological snag as its app crashed during the launch of its festive menu, leaving customers unable to skip the line and fuming on social media.
At a Glance
- Starbucks’ online ordering app malfunctioned on Thursday, coinciding with the holiday menu launch
- The outage continued into Friday, preventing customers from pre-ordering drinks
- Over 2,300 complaints were reported on Downdetector by Friday
- Starbucks acknowledged the issue, assuring customers they could still be served in-store and via drive-thru
- A similar app outage occurred in July due to a global Microsoft issue
Holiday Launch Marred by Technical Difficulties
As Starbucks enthusiasts eagerly awaited the return of their favorite seasonal beverages, the coffee giant’s digital platform faltered, leaving a bitter taste in customers’ mouths. The company’s mobile ordering app experienced a significant outage on Thursday, precisely when the highly anticipated holiday menu was set to debut. The technical issues persisted into Friday, forcing patrons to abandon their usual pre-order routine and brave the in-store lines.
The timing of the outage couldn’t have been worse for Starbucks, as the holiday season traditionally marks a crucial sales period for the coffee chain. With customers unable to utilize the convenient order-ahead-and-pay feature, many took to social media to express their frustration. Downdetector, a website that tracks service disruptions, reported over 2,000 complaints on Thursday, with the number escalating to more than 2,300 by Friday.
Starbucks' app is down on the first day of the chain's holiday menu https://t.co/UcpZzvkaGT
— Insider Food (@insiderfood) November 7, 2024
Starbucks Responds to Customer Outcry
As the backlash mounted, Starbucks was forced to address the situation publicly. The company took to social media to acknowledge the problem, stating they were “currently experiencing a temporary outage of the order-ahead-and-pay feature in our app.” In an attempt to mitigate the inconvenience, Starbucks reassured patrons that alternative ordering methods remained available.
“We continue to welcome and serve customers in our drive-thru and in-store,” Starbucks said.
Despite these assurances, the outage significantly disrupted the customer experience many have come to expect from the coffee chain. The incident highlighted the growing dependence on digital services in the food and beverage industry, as well as the potential pitfalls when such systems fail.
A Pattern of Digital Disruptions
This isn’t the first time Starbucks has grappled with technological issues. A similar app outage occurred in July, linked to a global Microsoft disruption that affected various industries. The recurrence of such problems raises questions about the reliability of Starbucks’ digital infrastructure, especially during high-traffic periods like seasonal menu launches.
The company’s silence when contacted by CBS MoneyWatch for comment only added to customer frustration. As reported by Megan Cerullo, a New York-based journalist for CBS MoneyWatch, the lack of immediate response left many wondering about the extent of the problem and when normal service would resume.
