Can’t wait for your morning jolt? Starbucks launching mobile ordering

There’s nothing worse than needing your morning jolt, only to run into a mile long line at the coffee shop. But thanks to Starbucks, your wait could be coming to an end.

The company announced Thursday it would begin rolling out a new mobile order and pay system in stores, starting with the Portland area before the end of the year.

The system will let customers place orders in advance of their visit on the Starbucks app and pick them up at their selected Starbucks location.

“Mobile ordering will deliver convenience, frequency and speed of service and over time, become the fastest and easiest way for customers to order, pay and pick up their purchases,” the company said in a statement.

Starbucks plans to launch mobile order and pay across the country in 2015.

The company has been working on improving the speed of its service, which can be slowed down when customers order more complicated drinks or food items that have to be warmed up. The “pay ahead” option is intended to help win over customers who might otherwise be discouraged by the lines and waits at Starbucks, particularly during the morning rush.

Starbucks is also making a big push to convince more people to download its mobile payment app, which helps the company build customer loyalty. That’s in part because customers earn reward stars for each purchase, which can be cashed in for free drinks or food. Already, Starbucks says 15 percent of its purchases are made with mobile devices.

Other chains including McDonald’s and Taco Bell have been scrambling to roll out mobile payment apps; Dunkin’ Donuts rolled out its payment app in 2012 and has been pushing to get customers to download it.

To drive traffic to its cafes this holiday season, Starbucks also says 10 people who pay with its mobile app or a Starbucks card will be selected to win “Starbucks for Life,” which is a food or drink item every day for 30 years.

The Associated Press contributed to this report