The company-first Siren Order service enables rewards members to make pre-payments for beverages through the native Starbucks app. While numerous quick-service restaurants have embraced mobile pre-orders to reduce wait times for customers with reportedly mixed results, Starbucks, whose app has already been a major success for the company, has a lot riding on its ability to get this right. “Almost no other retailer offering mobile payments has figured out a formula of simplicity and flawless execution near Starbucks,” said Marc Parrish, an advisor at Appboy, New York. “They wouldn’t be pushing this so heavily if was not operationally and financially a wild success. If they introduce pre-ordering to the mobile app it could reduce the lines to near zero,” he said. Get the full story at Mobile Commerce Daily