Source: Restaurantbusinessonline
Retailers are confusing channel preference with channel mandate, forcing digital self-service onto customers who came for human guidance—a distinction Starbucks learned the hard way when mobile ordering clogged stores and tanked in-person experience. The operational trap isn't omnichannel itself; it's treating digital adoption as a KPI rather than a customer choice, which inverts the value prop of physical retail and creates resentment. Starbucks' October 2026 pivot to prioritize in-store staffing over app throughput indicates that competitive advantage comes from letting customers choose their channel, not pushing them toward your fastest one.