Starbucks did something long before delivery apps took over. They built a system where customers ordered directly from them. Their app became the default place for payments, loyalty, and repeat orders. That single decision is why they control their demand today while many independent cafes depend on marketplace apps.
In this video, I break down how Starbucks built first party ordering, why it gave them an advantage, and what independent restaurants can learn from it. Delivery apps should expand your reach, not replace your customer relationship. Once your best customers order through your own system, everything else becomes optional.
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