Starbucks has unveiled a “roadmap of innovations” including introducing for the first time Mobile Order and Pay in stores.

The company will introduce the initiative within the Portland area before the end of the calendar year, which will enable customers to place orders in advance of their visit and pick them up at their selected Starbucks location.

It is planning the launch of Mobile Order and Pay in 2015 across the US.

In addition to payments, Starbucks said it had created “compelling value and benefits within its loyalty program” for its customers using mobile devices. 

Benefits will include access to special events such as the upcoming Holiday Share Event, sneak previews of new products and promotions and additional opportunities to earn and redeem rewards across the Starbucks family of brands, in addition to earning Stars down the grocery aisle through purchase of Starbucks packaged coffee and now Starbucks VIA.

On 5 December, Starbucks will open the first-of-its-kind interactive Starbucks Reserve Roastery and Tasting Room dedicated to roasting, coffee education and increased availability of its fast-growing small-lot Starbucks Reserve coffees. 

The consolidation of small-batch roasting will allow the company to expand their Starbucks Reserve coffee line to 1,500 locations globally as well as open over 100 stores designed to highlight the rare coffees exclusively.