SEATTLE, Oct 25, 2010—Starbucks /quotes/comstock/15*!sbux/quotes/nls/sbux (SBUX 28.46, -0.03, -0.11%) today announced the expansion of its Starbucks     Card Mobile payment test to nearly 300 company-operated stores in New     York City, and Nassau and Suffolk counties on Long Island. This builds     on the successful launch of Starbucks Card Mobile App for select     BlackBerry(R) smartphones, iPhone(R) and iPod(R) touch, and the Starbucks     mobile payment test which started in fall 2009. Now, Starbucks next     mobile move will offer customers in the New York City area an enhanced     Starbucks Experience, including the ease and convenience of     paying for their favorite Starbucks(R) beverage with their mobile phone.



“Mobile technology is part of our customers’ daily routine and with the     expansion of mobile payment in our test cities, we’re seeing more and     more customers using their smartphones as their mobile wallets,” said     Brady Brewer, vice president Starbucks Card and Loyalty. “We’ve heard     from our customers on My Starbucks Idea that they want a faster, more     convenient way to pay. Now we’re inviting customers in New York City and     Long Island to experience mobile payment and the fastest way to pay at     Starbucks. Mobile is just one of the ways we continue to innovate and     enhance the experience for our customers.”

In response to customer feedback, the Starbucks Card Mobile App was     first developed for select BlackBerry smartphones and iPhone as these     devices are used by more than 71 percent of Starbucks     smartphone-carrying customers. To experience mobile payment at     participating New York City-area Starbucks, customers just need to     download the free Starbucks Card Mobile App on their supported     BlackBerry smartphone, iPhone or iPod touch. In addition to the mobile     payment feature, the app allows customers to manage their card account,      reload their card balance directly from their smartphone with a major     credit card, check their My Starbucks Rewards status, or find nearby     Starbucks stores. With the Starbucks Card Mobile App, customers will     have a barcode on their screen that they’ll hold in front of a 2-D     scanner on the counter to pay for their purchase.

The expansion of mobile payment into New York City builds on the     successful test program currently in 16 stores in Seattle and Northern     California and at more than 1000 Starbucks in U.S. Target stores. The     overall Starbucks Card program is experiencing impressive growth and     performance, and currently almost one in five of all in-store     transactions are paid for with a Starbucks Card, an activity made even     more convenient with the introduction of Starbucks Card Mobile App.      Customers are on track to load more than $1 billion on Starbucks Cards     this year, and at the end of the third quarter, sales of cards were up     17 percent over last year and the reload on existing cards was up more     than 59 percent compared to last year.

“With the expansion of mobile payment to New York City, we expect to see     more and more customers trading their plastic Starbucks Cards for the     digital version on their mobile phone. In addition to the payment     capability, customers can also keep track of their My Starbucks Rewards     status and reload their card while they are on the way to Starbucks or     in line,” said Brewer. “Expanding our mobile footprint gives our     customers a new way to connect with Starbucks on the go and transforms     the way customers experience their Starbucks Card through the mobile     app.”

iPhone and iPod touch users can download the app from the App Store at      BlackBerry smartphone users can text the word “GO” to 70845 or visit from their device. It’s available for a variety of BlackBerry     smartphones including BlackBerry(R) 8800 series; BlackBerry(R) Bold     series; BlackBerry(R) Curve(TM) series; BlackBerry(R) Storm(TM); BlackBerry(R)      Storm2 and BlackBerry(R) Tour.

Visit for more information about the Starbucks Card Mobile app and payment     system for supported BlackBerry smartphones and Apple(R) iPhone(R), iPod(R)      touch.

About Starbucks Corporation

Since 1971, Starbucks Coffee Company has been committed to ethically     sourcing and roasting the highest-quality arabica coffee in     the world. Today, with stores around the globe, the company is the     premier roaster and retailer of specialty coffee in the world. Through     our unwavering commitment to excellence and our guiding principles, we     bring the unique Starbucks Experience to life for every     customer through every cup. To share in the experience, please visit us     in our stores or online at

The BlackBerry and RIM families of related marks are the exclusive     properties and trademarks of Research In Motion Limited. Apple, iPhone     and iPod touch are trademarks of Apple Inc., registered in the U.S. and     other countries.

Apple, iPhone and iPod touch are trademarks of Apple Inc., registered in     the U.S. and other countries.

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SOURCE: Starbucks Coffee Company

Starbucks Coffee Company 
Tamra Strentz, 206-318-7100
Edelman Public Relations
Lily Gluzberg, 206-318-7100

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