Starbucks dominated the coffee industry scene for more than four decades now. The Seattle-based coffeehouse is known to exceed customer service and deliver top of the class customer satisfaction across its chain of coffeehouses and roastery reserves in the world.
To continue its unique and top of the line engagement to its loyal patrons, Starbucks just recently unveiled a bold move of adopting blockchain-based tagging app for a more transparent and more personal relationship to its customers, especially the conscious millennial consumers. This app, allows customers across America, to trace the entire supply chain of their coffee, as these so-called millennial customers have increasingly become more interested in knowing the process involving their food and at the same time, attract more sustainably-minded young consumers who are critical on ethical standards when purchasing their coffee.
Decrypt said that the new blockchain tool helps customers to verify if a package, for example, claims it comes from Columbia, has come from the country instead of a fake claim of origin. Starbucks collaborated with Microsoft’s enterprise blockchain services, which allowed the coffeehouse giant to share its decade-long traceability data with its customers in a two-way process as the farmers will have access to this new system as well. However, the tool works differently for them; accessing the traceability website from a computer and inserting the code manually, said Coinjournal.
Michelle Burns, senior vice president, Global Coffee & Tea told DCForecasts that this cutting edge technology allowed them to have “the foundation to now build a user-friendly, consumer-driven tool that certainly provides that trust and confidence to our customers that we know where all of our coffee comes from.”