Keeping up with demand, says CEO Howard Schultz. "The good news is, the technology has been embraced," he said in an interview with Bloomberg News on Starbucks' new expansion into Italy. "I don't want to say the bad news but the challenge has been, it's been so wildly successful that, in many stores, it's created congestion in the morning that we are in the process of fixing." Schultz and his fellow Starbucks executives talked about the congestion caused by mobile order-ahead on the company's most recent earnings call.