Starbucks innovation?

Bland Paul McCartney CD's aside, Starbucks is on something of an reinvention frenzy right now. The new iphone 'order and pay' system is rather neat. Considering the efforts the brand is putting into 'keeping it real' I really think that technological innovation is a better route than trying to re-invent its folksy past. There has been a huge amount written about how the brand was going to refocus and better understand its heritage. BUT the brand can't walk away from the strong feelings it imparts across Europe. It is an American brand. Unlike the blandness of Costa or the almost Italian of Nero's. Starbucks is a grown up corporation, albeit in jeans. I certainly would be warmer towards the outlets if they pushed technological innovation over a reworked pseudo Friends 'local'
Design of iphone interface shown on:

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