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The advance order application of Philz Coffee goes out in all stores

Philz Coffee's CEO, Jacob Jaber, is very enthusiastic when he explains that the company's new app is a revelation for the young cafe against giants like Starbucks – and maybe even for them. all the cafes.

Here's what it does: when you open it, you get a carousel of coffee choices to order in advance. You will have your most recent order, and some of the most popular coffee choices. You then order in advance, enter and have your coffee. You can customize your order on the app as you do in the store, explaining what kind of sweetness you want and how much cream. You will see a photo of the barista working on your coffee.

"We will be able to customize the experience and make sure that [the customers] is able to customize it a bit more," Jaber said. "You could be one of our clients who comes over the weekend, when you have time with families and friends to hang out." But on weekdays when you're at work, you'll order via the 39. application.It is customers who can choose the experience.We want to understand, how do we create a multitude of experiences that serve the customer in the best way possible.These days, you can get coffee from anywhere, I believe people should have Philz every day, and it's a delightful experience, and it's super easy. "

Of course, it's an advance ordering app. Order apps in advance have been around for a few years. So it's hard to say that it's revolutionary – although it shows the person who makes your coffee.

Philz said today that the application is now available in all Philz locations. The application has been deployed slowly in most of its stores because it gets what kind of beta test you expect for software launches, but you will see some complaints in the comments on the App Store that this n & rsquo; Is not yet available (he has been on the shop for a while). Jaber said that they have built the application from the ground up, working with Work & Co to design the application. The front end of the application was developed and designed by Work & Co.

Jaber talks about the impressive number of final coffee combinations you'll get at Philz Coffee, and the goal is to reduce it to that little carousel. The goal is to try to replicate that kind of human sensation that you will find in a Philz café, which raised $ 45 million by the end of 2016. A large part of Philz's office is at the last Floor of a Philz cafe on in the Dogpatch in San Francisco. It's clearly trying to relax and focus on the people who make the coffee, and that's what the app is trying to replicate.

Of course, there will be plenty of opportunities to capture more data here as customers order more and more coffee. Philz can explore the best cups of coffee and those that customers tend to skip or dislike. And they can try to figure out how to try to move this application forward and try to wire the Philz experiment instead of being some sort of robotic control process on the application with a few taps, strolling around, and catch him and walk out.

As we were talking more and more to this office, Jaber explained that he wanted to replicate the in-store experience where you see your barista making coffee, and maybe discuss a bit of the type of coffee that you like. Indeed, you see the barista's face in the app, and you can customize your order a bit. But he did not seem to care that it would take away that experience of getting in and connecting with normal people with just one enforcement application ahead.

"We do not mix up experiences and do not dilute each of them," Jaber said. "There's nothing changed in the Philz experience in the store, there's only one better mobile experience. It's not like we're diluting the In-store versus mobile experience We are very aware of this choice, we can probably get more efficiency, but there are different experiences. "

You could argue that an advance order application can be a kind of graduation time for companies looking to expand their business and stimulate growth. And, indeed, there are probably different types of experiences. But at the same time, Blue Bottle, for example, does not focus on ordering in advance and instead tries to create a similar Apple Store experience in metropolitan areas, as a kind of deconstructed atmosphere to Williamsburg, New York, and a late one to feel in downtown San Francisco. The latest, a paradise for nerds of coffee, has a myriad of stores that do not focus on the upcoming order.

Nestlé at the end of last year acquired a controlling interest in Blue Bottle at a valuation of $ 700 million north. And, of course, there is the efficient and well-oiled machine that Starbucks has built. The argument in favor of a different and more personal experience of the coffee chain has always been simple: if you can get a coffee in front of a fraction of all Starbucks, you can capture even a small portion of its market capitalization of $ 83 billion. Deploying an order in all stores today – it's available in some, but not all – is a step toward building that desire for Philz in a kind of habit, rather than just a periodic experience during a break from work.

"What matters is that every cup is made with integrity in the right way, made by one person and that the experience is personal," Jaber said. "Quality is not sacrificed in any way, we would not have done that if it was the case, it's always done the same way." is to make sure we offer a great experience. "

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