Starbucks Coffee Singapore wins big at FMCG Asia Awards

It has highlighted digital innovation and renewed commitment to sustainability in its submission.

International coffee chain Starbucks Coffee Singapore clinched two major wins at the distinguished FMCG Asia Awards for the recent Mobile Order & Pay feature on the Starbucks® Singapore Mobile Application, as well as its constant push to operate greener stores and reduce its carbon footprints in their operations. 

The Mobile Order & Pay feature, which took home the Digitalization Initiative of the Year – Singapore award, is a streamlined experience for Starbucks® Rewards members who order and pay with the mobile app.

Through the app, customers can order their favourite drink, beat the queue, and pick up their order at the store with ease. Otherwise, they can also opt for it to be delivered straight to their doorstep with Starbucks® Delivers. They can collect Stars and earn Rewards with the Starbucks® Rewards programme, similar to what is done when paying in-store.

More than the functionality of the app, Starbucks has made innovations in the app. Users of the Starbucks app can now send a Starbucks e-gift or shop the online store for the latest merchandise offerings through the app. The range of e-gifts includes Starbucks cards, food, beverages, and even merchandise directly from the digital platform.

The app has also integrated the Bring-Your-Own-Tumbler initiative into Mobile Order & Pay. This initiative allows customers to indicate in advance their preference for a sustainable option, showcasing Starbucks' dedication to improving operations and supporting environmental sustainability. Those who order under this initiative can enjoy a 50-cent discount on their beverages.

"We are continuously refining the technology with new features that better our customers' everyday experience. This will ensure they enjoy a convenient ordering system that will give them more flexibility to order their favourite Starbucks food and beverages anytime, anywhere," Starbucks Singapore General Manager Patrick Kwok said.

Further diving into its commitment to sustainability, Starbucks Singapore continuously aims to reduce its carbon footprint through the Starbucks Greener Stores Framework, which was developed in partnership with the World Wildlife Fund and SCS Global Services, a third-party verification organisation that also oversees Starbucks Coffee and Farmer Equity (C.A.F.E.) practices. Through this open-source framework, the company has created a new benchmark in environmentally responsible retail for design, construction, and operation.

The Greener Store Framework is designed to accelerate the transformation of retail towards lower-impact stores that achieve reductions in carbon emissions, water usage, and landfill waste.

With performance-based standards that incorporate design and extend throughout the life of a store, the Greener Store initiative will focus on energy efficiency, water stewardship, health & wellness, responsible materials, waste diversion, site criteria, and engagement.

Currently, three Starbucks Singapore stores are officially certified as Greener Stores: Starbucks Jurong Lake Gardens store, Starbucks Bird Paradise store, and Starbucks Woodleigh Mall store.

“As we strive towards Starbucks’ sustainability goals and a bold aspiration to become resource positive, we hope to inspire and empower our customers to join us to take care of the planet we share. With the Singapore Green Plan 2023, Starbucks Singapore is building on the nation’s agenda by setting these ambitious targets and doing our part to build a more sustainable future for our communities,” Kwok said.

The company clinched the ESG Initiative of the Year - Singapore award for this green initiative.

Organised by Retail Asia, the FMCG Asia Awards is a prestigious event that recognises the pioneers in the industry and celebrates excellence in introducing exceptional products or executing remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].