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Starbucks Tests ChatGPT Ordering But Is It Worth It? | Fast Five Shorts · Omni Talk Retail

• 0:00
  Starbucks
• 0:01
  has
• 0:01
  launched
• 0:01
  a
• 0:01
  beta
• 0:02
  app
• 0:02
  within
• 0:03
  ChatGPT.
• 0:05
  It
• 0:05
  allows
• 0:05
  customers
• 0:06
  to
• 0:06
  describe
• 0:07
  their
• 0:07
  mood
• 0:07
  or
• 0:07
  upload
• 0:08
  a
• 0:08
  photo
• 0:08
  to
• 0:08
  receive
• 0:09
  personalized
• 0:09
  drink
• 0:10
  suggestions
• 0:11
  and
• 0:11
  then
• 0:11
  customize
• 0:12
  and
• 0:12
  then
• 0:13
  begin
• 0:13
  the
• 0:13
  order
• 0:14
  in
• 0:14
  ChatGPT
• 0:16
  before
• 0:16
  completing
• 0:17
  checkout
• 0:18
  in
• 0:18
  the
• 0:18
  Starbucks
• 0:18
  app
• 0:18
  or
• 0:19
  on
• 0:19
  starbucks.com
• 0:20
  so,
• 0:21
  according
• 0:21
  to
• 0:22
  Starbucks,
• 0:23
  the
• 0:23
  beta
• 0:23
  app
• 0:23
  launched
• 0:24
  on
• 0:24
  April
• 0:24
  15
• 0:25
  and
• 0:25
  is
• 0:25
  accessible
• 0:27
  by
• 0:27
  enabling
• 0:27
  it
• 0:28
  through
• 0:28
  ChatGPT's
• 0:29
  App
• 0:29
  Directory
• 0:30
  and
• 0:30
  then
• 0:31
  tagging
• 0:32
  at
• 0:32
  Starbucks
• 0:33
  in
• 0:33
  a
• 0:33
  prompt.
• 0:34
  Critically,
• 0:35
  as
• 0:35
  I
• 0:35
  just
• 0:35
  said,
• 0:35
  checkout
• 0:36
  does
• 0:36
  not
• 0:36
  happen
• 0:36
  within
• 0:37
  ChatGPT.
• 0:38
  Customers
• 0:39
  complete
• 0:39
  the
• 0:39
  purchase
• 0:39
  in
• 0:39
  a
• 0:40
  Starbucks
• 0:40
  app
• 0:40
  on
• 0:40
  Starbucks.com,
• 0:41
  which
• 0:42
  means
• 0:42
  Starbucks
• 0:42
  retains
• 0:43
  all
• 0:43
  the
• 0:43
  first
• 0:43
  party
• 0:44
  loyalty
• 0:44
  data
• 0:44
  and
• 0:45
  it
• 0:45
  keeps
• 0:46
  the
• 0:46
  transaction
• 0:47
  in
• 0:47
  its
• 0:48
  own
• 0:48
  ecosystem.
• 0:48
  And
• 0:49
  Chris.
• 0:49
  Yes,
• 0:50
  here
• 0:50
  we
• 0:50
  go.
• 0:51
  This
• 0:51
  is
• 0:51
  also
• 0:52
  A
• 0:53
  and
• 0:53
  M.
• 0:53
  I.
• 0:53
  Love
• 0:54
  what
• 0:54
  the
• 0:54
  guest
• 0:54
  horse
• 0:54
  puts
• 0:54
  me
• 0:55
  on
• 0:55
  the
• 0:55
  spot.
• 0:55
  Yes,
• 0:56
  I've
• 0:56
  been
• 0:56
  waiting
• 0:56
  to
• 0:56
  do
• 0:57
  this.
• 0:57
  Right.
• 0:57
  The
• 0:58
  A
• 0:58
  and
• 0:58
  M
• 0:58
  put
• 0:58
  you
• 0:58
  on
• 0:58
  stock
• 0:59
  question.
• 0:59
  So
• 0:59
  firstly,
• 1:00
  they've
• 1:00
  asked
• 1:00
  me
• 1:00
  to
• 1:00
  imagine
• 1:01
  that
• 1:01
  I'm
• 1:01
  not
• 1:01
  in
• 1:01
  a
• 1:02
  coffee
• 1:02
  shop.
• 1:02
  I'm
• 1:02
  in
• 1:02
  a
• 1:02
  tea
• 1:03
  store,
• 1:03
  a
• 1:03
  very
• 1:04
  British
• 1:04
  tea
• 1:04
  shop,
• 1:05
  to
• 1:05
  play
• 1:05
  into
• 1:06
  the
• 1:06
  full
• 1:06
  British.
• 1:06
  That
• 1:06
  sounds
• 1:07
  like
• 1:07
  A
• 1:07
  and
• 1:07
  M
• 1:07
  to
• 1:07
  me.
• 1:07
  So
• 1:08
  thank
• 1:08
  you,
• 1:08
  Chad.
• 1:09
  Okay,
• 1:09
  here
• 1:09
  we
• 1:09
  go.
• 1:10
  Given
• 1:11
  the
• 1:11
  high
• 1:11
  usage
• 1:12
  and
• 1:12
  historical
• 1:13
  praise
• 1:13
  of
• 1:13
  Starbucks
• 1:14
  mobile
• 1:14
  app,
• 1:16
  are
• 1:16
  these
• 1:16
  ChatGPT
• 1:17
  and
• 1:18
  other
• 1:18
  agentic
• 1:19
  AI
• 1:19
  integrations
• 1:20
  a
• 1:20
  more
• 1:21
  offensive
• 1:22
  or
• 1:22
  defensive
• 1:23
  play?
• 1:24
  So
• 1:24
  look,
• 1:25
  in
• 1:25
  other
• 1:25
  words,
• 1:25
  do
• 1:25
  Starbucks
• 1:26
  and
• 1:26
  other
• 1:26
  brands
• 1:27
  believe
• 1:27
  that
• 1:27
  consumers
• 1:28
  truly
• 1:29
  are
• 1:29
  looking
• 1:29
  for
• 1:29
  more
• 1:30
  inspiration
• 1:31
  and
• 1:31
  discovery
• 1:32
  when
• 1:32
  they're
• 1:32
  on
• 1:32
  the
• 1:32
  AI
• 1:33
  platform
• 1:33
  compared
• 1:33
  to
• 1:34
  when
• 1:34
  they're
• 1:34
  on
• 1:34
  the
• 1:34
  apps?
• 1:35
  Therefore,
• 1:35
  it's
• 1:35
  incremental
• 1:37
  or.
• 1:38
  Or
• 1:38
  keep
• 1:39
  going.
• 1:39
  Wow.
• 1:39
  Or
• 1:40
  the
• 1:40
  customer
• 1:40
  journeys
• 1:41
  will
• 1:41
  eventually
• 1:41
  go
• 1:41
  direct
• 1:42
  to
• 1:42
  the
• 1:42
  apps
• 1:43
  less
• 1:43
  in
• 1:43
  favor
• 1:44
  of
• 1:44
  these
• 1:44
  platforms.
• 1:44
  So
• 1:45
  they'll
• 1:45
  have
• 1:45
  to
• 1:45
  integrate
• 1:46
  everything
• 1:46
  to
• 1:46
  avoid
• 1:46
  losing
• 1:47
  traffic.
• 1:47
  Oh,
• 1:48
  my
• 1:48
  God.
• 1:48
  That.
• 1:49
  Jeez.
• 1:49
  Oh,
• 1:50
  my
• 1:50
  God.
• 1:52
  I
• 1:52
  took,
• 1:53
  you
• 1:53
  know,
• 1:53
  I've
• 1:53
  been
• 1:53
  taking
• 1:53
  a
• 1:53
  lot
• 1:54
  of
• 1:54
  grief
• 1:54
  from
• 1:54
  some
• 1:55
  folks
• 1:55
  that
• 1:55
  I
• 1:55
  know
• 1:56
  pretty
• 1:56
  well
• 1:56
  about
• 1:56
  my
• 1:57
  takes
• 1:57
  on
• 1:57
  agentic
• 1:57
  AI
• 1:58
  lately,
• 1:58
  Ben.
• 1:58
  Like,
• 1:59
  I
• 1:59
  had
• 1:59
  a
• 1:59
  friend
• 1:59
  of
• 1:59
  mine
• 1:59
  who
• 2:00
  I
• 2:00
  respect
• 2:00
  a
• 2:00
  lot.
• 2:00
  He
• 2:00
  told
• 2:01
  me,
• 2:01
  and
• 2:01
  he
• 2:01
  works
• 2:01
  for
• 2:02
  a
• 2:02
  data
• 2:02
  company,
• 2:02
  which
• 2:02
  I
• 2:02
  won't
• 2:03
  say
• 2:03
  who
• 2:03
  they
• 2:03
  are.
• 2:03
  I
• 2:03
  won't
• 2:03
  say
• 2:03
  his
• 2:04
  name
• 2:04
  either.
• 2:04
  But
• 2:04
  he
• 2:05
  said
• 2:05
  his,
• 2:06
  his.
• 2:06
  His
• 2:06
  boss
• 2:07
  called
• 2:07
  him
• 2:08
  and
• 2:08
  said,
• 2:08
  dude,
• 2:08
  they're
• 2:09
  Walton's
• 2:10
  totally
• 2:10
  wrong
• 2:10
  on
• 2:10
  his
• 2:11
  takes.
• 2:11
  So
• 2:11
  I
• 2:11
  don't
• 2:12
  know
• 2:12
  what
• 2:12
  I'm
• 2:12
  missing
• 2:12
  here
• 2:12
  because
• 2:13
  I
• 2:13
  don't
• 2:13
  like
• 2:13
  this
• 2:13
  move,
• 2:14
  Ben.
• 2:14
  I
• 2:15
  think
• 2:15
  that's
• 2:15
  my
• 2:15
  answer
• 2:15
  to
• 2:15
  the
• 2:16
  question.
• 2:16
  And
• 2:16
  you
• 2:16
  know,
• 2:17
  especially
• 2:17
  if
• 2:17
  I
• 2:18
  was
• 2:18
  lauding
• 2:18
  so
• 2:19
  Starbucks
• 2:19
  last
• 2:20
  week
• 2:21
  for
• 2:21
  their
• 2:21
  weekly
• 2:22
  pay
• 2:22
  and
• 2:22
  they're
• 2:22
  increasing
• 2:23
  their
• 2:23
  barista
• 2:23
  bonuses.
• 2:24
  Absolutely.
• 2:24
  So
• 2:24
  good.
• 2:25
  So
• 2:25
  good.
• 2:25
  And
• 2:25
  so
• 2:26
  this
• 2:26
  move
• 2:26
  smells
• 2:26
  of.
• 2:27
  It's.
• 2:28
  I
• 2:28
  Think
• 2:28
  it's
• 2:29
  important
• 2:29
  to
• 2:29
  put
• 2:29
  it
• 2:29
  in
• 2:29
  context.
• 2:29
  This
• 2:30
  move
• 2:30
  smells
• 2:30
  to
• 2:30
  me
• 2:30
  of
• 2:30
  tech
• 2:31
  teams
• 2:32
  not
• 2:32
  being
• 2:32
  aligned
• 2:33
  to
• 2:33
  the
• 2:33
  business
• 2:33
  problems
• 2:34
  and
• 2:35
  kind
• 2:35
  of
• 2:35
  chasing
• 2:35
  the
• 2:35
  shiny
• 2:36
  tech
• 2:36
  that's
• 2:36
  out
• 2:36
  there.
• 2:37
  I
• 2:37
  don't
• 2:37
  like
• 2:38
  it
• 2:38
  because
• 2:38
  of
• 2:38
  all
• 2:38
  the
• 2:39
  reasons
• 2:39
  I've
• 2:39
  expressed
• 2:39
  on
• 2:40
  past
• 2:40
  shows.
• 2:40
  And
• 2:41
  which
• 2:41
  gets
• 2:41
  to
• 2:41
  the
• 2:41
  heart
• 2:41
  of
• 2:42
  the
• 2:42
  question
• 2:42
  that
• 2:42
  A
• 2:42
  and
• 2:42
  M
• 2:42
  is
• 2:43
  asking,
• 2:43
  which
• 2:43
  is,
• 2:44
  does
• 2:44
  the
• 2:44
  consumer
• 2:45
  really
• 2:45
  need
• 2:45
  this
• 2:45
  inside
• 2:46
  of
• 2:46
  a
• 2:46
  Chat
• 2:46
  GPT
• 2:47
  experience
• 2:47
  or
• 2:48
  some
• 2:48
  other
• 2:48
  LLM
• 2:49
  experience?
• 2:50
  I
• 2:50
  don't
• 2:50
  think
• 2:50
  so.
• 2:50
  You
• 2:50
  could
• 2:51
  ultimately
• 2:51
  do
• 2:51
  that
• 2:51
  in
• 2:52
  the
• 2:52
  Starbucks
• 2:52
  app.
• 2:53
  So
• 2:53
  I
• 2:53
  don't
• 2:53
  get
• 2:54
  why
• 2:54
  the
• 2:54
  traffic
• 2:55
  is
• 2:55
  necessarily
• 2:55
  gonna
• 2:55
  go
• 2:56
  here
• 2:56
  to
• 2:56
  do
• 2:56
  this.
• 2:57
  So
• 2:57
  it
• 2:57
  begs
• 2:57
  the
• 2:58
  question,
• 2:58
  me,
• 2:58
  why,
• 2:59
  why
• 2:59
  now?
• 2:59
  Why
• 3:00
  do
• 3:00
  you
• 3:00
  need
• 3:00
  to
• 3:00
  do
• 3:01
  this?
• 3:01
  It's
• 3:01
  not
• 3:01
  make
• 3:01
  or
• 3:01
  break
• 3:02
  for
• 3:02
  you,
• 3:02
  Starbucks,
• 3:03
  at
• 3:03
  this
• 3:03
  point
• 3:03
  in
• 3:03
  time,
• 3:04
  why
• 3:04
  be
• 3:04
  the
• 3:04
  first
• 3:04
  penguin
• 3:05
  in
• 3:05
  the
• 3:05
  water?
• 3:05
  That's
• 3:06
  the
• 3:06
  reason.
• 3:06
  I
• 3:06
  don't
• 3:06
  like
• 3:06
  it.
• 3:07
  Interesting
• 3:07
  interest.
• 3:08
  I
• 3:08
  mean,
• 3:08
  look,
• 3:10
  in
• 3:10
  principle,
• 3:11
  I
• 3:11
  don't.
• 3:12
  I
• 3:12
  don't
• 3:13
  disagree.
• 3:13
  Yeah,
• 3:14
  I
• 3:14
  don't
• 3:14
  entirely
• 3:15
  agree.
• 3:15
  I
• 3:15
  mean.
• 3:16
  Yeah,
• 3:16
  no,
• 3:16
  it's
• 3:17
  fine.
• 3:17
  I
• 3:17
  don't
• 3:17
  know
• 3:17
  what
• 3:17
  I
• 3:17
  think
• 3:18
  anymore.
• 3:19
  Look,
• 3:19
  I
• 3:19
  mean,
• 3:19
  look
• 3:19
  at
• 3:19
  the
• 3:19
  bear
• 3:20
  numbers.
• 3:20
  There's
• 3:20
  800
• 3:21
  million
• 3:22
  people
• 3:23
  on
• 3:23
  ChatGPT
• 3:24
  every
• 3:24
  week.
• 3:25
  Right.
• 3:25
  So
• 3:26
  it's
• 3:26
  really
• 3:26
  hard
• 3:27
  to
• 3:28
  walk
• 3:28
  away
• 3:28
  from
• 3:28
  that.
• 3:28
  Levels
• 3:29
  of
• 3:29
  eyeballs,
• 3:30
  that
• 3:30
  level
• 3:30
  of
• 3:30
  traffic.
• 3:32
  And
• 3:32
  Agent
• 3:33
  E
• 3:33
  Commerce,
• 3:34
  we've
• 3:34
  already
• 3:34
  hit
• 3:34
  one
• 3:34
  of
• 3:35
  the
• 3:35
  really
• 3:35
  big
• 3:36
  talking
• 3:36
  points
• 3:36
  in
• 3:36
  our
• 3:36
  industry.
• 3:37
  Agent
• 3:37
  E
• 3:37
  Commerce
• 3:38
  is
• 3:38
  another
• 3:38
  one.
• 3:38
  Yeah.
• 3:39
  And
• 3:39
  what
• 3:39
  became
• 3:40
  super
• 3:41
  clear
• 3:41
  in
• 3:41
  Vegas
• 3:43
  is
• 3:43
  we
• 3:43
  don't
• 3:43
  know
• 3:43
  what
• 3:43
  the
• 3:44
  end
• 3:44
  game
• 3:44
  is
• 3:44
  going
• 3:44
  to
• 3:44
  be.
• 3:45
  Nobody
• 3:46
  knows
• 3:46
  what
• 3:46
  the
• 3:46
  end
• 3:46
  game
• 3:47
  is.
• 3:47
  One
• 3:47
  thing
• 3:47
  that
• 3:48
  became
• 3:48
  really
• 3:48
  clear,
• 3:48
  though,
• 3:49
  is
• 3:49
  you
• 3:50
  can't
• 3:50
  risk
• 3:51
  not
• 3:51
  being
• 3:51
  part
• 3:51
  of
• 3:52
  the
• 3:52
  conversation
• 3:52
  and
• 3:52
  not
• 3:52
  trying
• 3:53
  things
• 3:53
  because
• 3:54
  one
• 3:54
  of
• 3:54
  these
• 3:54
  solutions
• 3:55
  might
• 3:55
  suddenly
• 3:55
  be
• 3:56
  the
• 3:56
  one
• 3:56
  that
• 3:56
  works.
• 3:57
  And
• 3:57
  if
• 3:57
  you
• 3:58
  stepped
• 3:58
  out
• 3:58
  of
• 3:59
  that
• 3:59
  conversation,
• 4:00
  you're
• 4:00
  playing
• 4:00
  catch
• 4:00
  up
• 4:01
  on
• 4:01
  the
• 4:01
  speed
• 4:01
  at
• 4:01
  which
• 4:01
  he's
• 4:01
  moving.
• 4:02
  So
• 4:02
  there
• 4:03
  is
• 4:03
  that.
• 4:03
  That
• 4:04
  jeopardy.
• 4:05
  Having
• 4:06
  said
• 4:06
  that,
• 4:07
  okay.
• 4:07
  All
• 4:07
  right.
• 4:07
  There's
• 4:08
  always
• 4:08
  a
• 4:08
  but.
• 4:08
  There's
• 4:09
  always
• 4:09
  a
• 4:09
  but.
• 4:10
  The
• 4:10
  but
• 4:10
  is
• 4:10
  I
• 4:11
  don't
• 4:11
  love
• 4:11
  the
• 4:11
  in
• 4:12
  app
• 4:12
  approach
• 4:12
  either.
• 4:12
  You
• 4:13
  don't?
• 4:14
  Personally,
• 4:14
  I
• 4:15
  think
• 4:15
  there
• 4:15
  is
• 4:15
  too
• 4:15
  much
• 4:16
  friction
• 4:17
  for
• 4:18
  this
• 4:18
  to
• 4:18
  be
• 4:18
  the
• 4:18
  end
• 4:18
  game.
• 4:19
  It
• 4:19
  doesn't
• 4:19
  feel
• 4:20
  like
• 4:20
  this
• 4:20
  is
• 4:20
  where
• 4:20
  things
• 4:21
  are
• 4:21
  going
• 4:21
  to
• 4:21
  end
• 4:21
  up.
• 4:22
  I'm
• 4:22
  not
• 4:22
  going
• 4:22
  to
• 4:23
  get
• 4:23
  in
• 4:23
  the
• 4:23
  weeds
• 4:24
  on
• 4:25
  Starbucks
• 4:25
  actual
• 4:26
  application.
• 4:27
  I
• 4:27
  think
• 4:28
  everybody
• 4:28
  needs
• 4:29
  to
• 4:29
  test
• 4:29
  things
• 4:29
  at
• 4:29
  the
• 4:29
  moment
• 4:30
  if
• 4:31
  anybody
• 4:31
  wants
• 4:31
  to
• 4:31
  see
• 4:32
  it.
• 4:32
  Scott
• 4:33
  Wingo's
• 4:33
  done
• 4:34
  a
• 4:34
  great
• 4:34
  video
• 4:34
  on
• 4:35
  his
• 4:35
  LinkedIn.
• 4:36
  He
• 4:36
  goes
• 4:36
  through
• 4:37
  it.
• 4:37
  He
• 4:37
  shows
• 4:37
  you.
• 4:38
  Shows
• 4:38
  you
• 4:38
  what
• 4:38
  it
• 4:38
  is.
• 4:39
  He
• 4:39
  gives
• 4:39
  it
• 4:39
  two
• 4:39
  out
• 4:39
  of
• 4:39
  ten.
• 4:40
  Two
• 4:40
  out
• 4:41
  of
• 4:41
  ten.
• 4:41
  Two
• 4:41
  out
• 4:41
  of
• 4:41
  10.
• 4:42
  And
• 4:42
  we
• 4:42
  know
• 4:42
  how
• 4:42
  good
• 4:42
  the
• 4:43
  Starbucks
• 4:43
  digital
• 4:43
  experience.
• 4:44
  Yes.
• 4:44
  So
• 4:45
  look,
• 4:46
  have
• 4:46
  a
• 4:46
  look
• 4:46
  at
• 4:46
  that.
• 4:46
  If
• 4:47
  you
• 4:47
  want
• 4:47
  to
• 4:47
  get
• 4:47
  in
• 4:47
  the
• 4:47
  weeds
• 4:47
  on
• 4:48
  the
• 4:48
  actual
• 4:49
  tool.
• 4:49
  Yeah.
• 4:50
  As
• 4:50
  a
• 4:50
  direction
• 4:50
  of
• 4:51
  travel.
• 4:51
  I
• 4:51
  think
• 4:52
  every
• 4:52
  brands
• 4:52
  have
• 4:53
  got
• 4:53
  to
• 4:53
  understand
• 4:53
  how
• 4:53
  they
• 4:53
  show
• 4:54
  up
• 4:54
  in
• 4:54
  a
• 4:54
  gentic
• 4:54
  commerce
• 4:55
  in
• 4:56
  apps.
• 4:56
  I'm
• 4:57
  not
• 4:57
  there
• 4:57
  on
• 4:57
  yet.
• 4:57
  Yeah,
• 4:58
  see
• 4:58
  I
• 4:58
  get
• 4:58
  the
• 4:58
  whole
• 4:59
  thing
• 4:59
  about
• 4:59
  like
• 4:59
  you
• 4:59
  need
• 4:59
  to
• 4:59
  experiment,
• 5:00
  you
• 5:00
  need
• 5:00
  to
• 5:00
  show
• 5:00
  up.
• 5:00
  But
• 5:01
  do
• 5:01
  you,
• 5:01
  do
• 5:01
  you
• 5:01
  really
• 5:02
  like,
• 5:02
  do
• 5:02
  you
• 5:02
  need
• 5:03
  to
• 5:03
  do
• 5:03
  it
• 5:03
  right
• 5:03
  now?
• 5:03
  Because
• 5:04
  like,
• 5:04
  you
• 5:04
  know,
• 5:05
  like
• 5:05
  the
• 5:05
  other
• 5:05
  point
• 5:05
  I
• 5:05
  bring
• 5:05
  up
• 5:05
  like
• 5:06
  I
• 5:06
  can
• 5:06
  remember
• 5:06
  just
• 5:06
  even
• 5:07
  a
• 5:07
  few
• 5:07
  years
• 5:07
  ago,
• 5:07
  like
• 5:07
  with
• 5:07
  TikTok,
• 5:08
  people
• 5:09
  were
• 5:09
  complaining
• 5:09
  about
• 5:09
  how
• 5:10
  TikTok
• 5:10
  was
• 5:10
  inspiring
• 5:11
  all
• 5:11
  these
• 5:11
  crazy
• 5:12
  drink
• 5:12
  formulations
• 5:13
  that
• 5:13
  people
• 5:14
  were
• 5:14
  bringing
• 5:14
  into
• 5:14
  the
• 5:14
  stores
• 5:15
  and
• 5:15
  it
• 5:15
  was
• 5:15
  causing
• 5:15
  the
• 5:15
  baristas
• 5:16
  headaches.
• 5:17
  So
• 5:17
  like
• 5:17
  if
• 5:17
  you
• 5:17
  think
• 5:17
  about
• 5:18
  this
• 5:18
  and
• 5:18
  you're
• 5:18
  like,
• 5:18
  oh,
• 5:19
  I
• 5:19
  make,
• 5:19
  I'm
• 5:19
  experimenting
• 5:20
  with
• 5:20
  this
• 5:20
  and
• 5:20
  it
• 5:20
  works,
• 5:21
  that's
• 5:22
  you're
• 5:22
  gonna
• 5:22
  have
• 5:22
  that
• 5:23
  problem
• 5:23
  exponentially
• 5:24
  and
• 5:25
  you
• 5:25
  don't
• 5:25
  want
• 5:25
  that.
• 5:25
  So
• 5:25
  I
• 5:26
  don't
• 5:26
  really
• 5:26
  get
• 5:27
  what
• 5:27
  the
• 5:27
  end
• 5:27
  game
• 5:27
  here
• 5:28
  is
• 5:28
  in
• 5:28
  the
• 5:28
  experimentation
• 5:29
  other
• 5:29
  than
• 5:29
  to
• 5:29
  say,
• 5:29
  oh,
• 5:30
  we're
• 5:30
  experimenting.
• 5:31
  And
• 5:31
  that
• 5:32
  really
• 5:32
  leads.
• 5:32
  There's
• 5:33
  a
• 5:33
  couple
• 5:33
  of
• 5:33
  things
• 5:33
  that
• 5:33
  I
• 5:35
  issues
• 5:35
  I've
• 5:36
  got
• 5:36
  with
• 5:36
  this
• 5:36
  and
• 5:36
  okay,
• 5:37
  it's
• 5:37
  beta,
• 5:38
  that's
• 5:38
  fine.
• 5:39
  Number
• 5:39
  one,
• 5:41
  the
• 5:41
  merchant
• 5:42
  in
• 5:42
  me
• 5:43
  is
• 5:43
  still
• 5:43
  worried
• 5:44
  about
• 5:44
  how
• 5:45
  ruthless
• 5:47
  Bryan
• 5:47
  Nichols
• 5:48
  and
• 5:48
  the
• 5:48
  team
• 5:48
  are
• 5:48
  being
• 5:49
  with
• 5:49
  the
• 5:49
  range
• 5:49
  rationalization
• 5:50
  at
• 5:51
  Starbucks.
• 5:51
  One
• 5:52
  of
• 5:52
  the
• 5:52
  problems,
• 5:52
  one
• 5:53
  of
• 5:53
  the
• 5:53
  issues
• 5:53
  that
• 5:53
  caused
• 5:54
  the
• 5:55
  operational
• 5:55
  challenges
• 5:56
  that
• 5:56
  Starbucks
• 5:57
  are
• 5:57
  having
• 5:57
  particularly
• 5:57
  in
• 5:58
  the
• 5:58
  US
• 5:58
  is
• 5:59
  that
• 5:59
  it
• 5:59
  overranged.
• 6:00
  The
• 6:00
  range
• 6:00
  was
• 6:00
  far
• 6:01
  too
• 6:01
  great.
• 6:01
  If
• 6:02
  you
• 6:02
  go
• 6:02
  on
• 6:02
  the
• 6:02
  Starbucks
• 6:03
  website,
• 6:04
  it
• 6:04
  says
• 6:04
  this
• 6:04
  new
• 6:05
  ChatGPT
• 6:05
  app
• 6:06
  and
• 6:06
  I'm
• 6:06
  going
• 6:06
  to
• 6:06
  quote,
• 6:06
  here
• 6:06
  is
• 6:07
  a
• 6:07
  new
• 6:07
  way
• 6:07
  to
• 6:08
  discover
• 6:08
  your
• 6:08
  next
• 6:09
  favorite
• 6:09
  drink.
• 6:11
  Starbucks.
• 6:12
  You've
• 6:12
  got
• 6:12
  to
• 6:12
  take
• 6:13
  a
• 6:13
  step
• 6:13
  back,
• 6:13
  right.
• 6:14
  You're
• 6:14
  a
• 6:14
  coffee
• 6:14
  shop.
• 6:15
  You
• 6:15
  shouldn't
• 6:15
  need
• 6:15
  a
• 6:15
  ginger
• 6:16
  commerce
• 6:16
  to
• 6:16
  help
• 6:17
  people
• 6:17
  understand
• 6:17
  what
• 6:17
  your
• 6:17
  products
• 6:18
  that
• 6:18
  you
• 6:18
  sell.
• 6:19
  If
• 6:19
  that's
• 6:19
  the
• 6:19
  case,
• 6:20
  you've
• 6:21
  over
• 6:21
  complicated
• 6:22
  it
• 6:22
  and
• 6:22
  that
• 6:22
  just
• 6:23
  creates
• 6:23
  those
• 6:23
  operational
• 6:23
  pressures.
• 6:24
  Mic
• 6:24
  drop.
• 6:24
  Yeah.
• 6:25
  I
• 6:25
  wouldn't
• 6:25
  be
• 6:25
  surprised
• 6:25
  if
• 6:25
  this
• 6:26
  gets
• 6:26
  killed
• 6:26
  sooner
• 6:26
  rather
• 6:27
  than
• 6:27
  later.
• 6:27
  I
• 6:27
  really
• 6:27
  wouldn't.
• 6:28
  But
• 6:28
  mark
• 6:28
  it
• 6:29
  down.
• 6:29
  We'll
• 6:29
  see
• 6:29
  if
• 6:29
  I'm
• 6:30
  right,
• 6:30
  see
• 6:30
  if
• 6:30
  I'm
• 6:30
  wrong.