The Starbucks mobile app is now used for eight million transactions per week, or 19% of the company's U.S. sales, but the biggest development is not in the numbers but the nature of the app's users.

The company has accepted mobile payments at the counter since 2009, and its new Mobile Order and Pay feature provides patrons an alternative to the typical process of waiting in line, paying, and then waiting again for a barista to call out their names. To the deaf and the extremely busy, this new process of ordering ahead from the app was especially meaningful.

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