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(dramatic music) (liquid hissing) - [Narrator] If youve ever ordered something at Starbucks, youve probably loaded one of these. - Starbucks, between October and December has had something like $3 billion of value is loaded onto these cards. I mean, thats a lot of money. - [Narrator] So much money in fact, that if Starbucks was a bank, it would rank as the 385th biggest in the country. And its money that Starbucks gets to use upfront as revenue before a single product is even purchased. - Eventually it is a liability if someone chooses to use it, and you will find that in lots of gift card programs, theyre plenty of people who never use it. - [Narrator] So how important is Starbucks mobile app and gift cards to its bottom line? And what role does technology play in its continued evolution? This is the economics of Starbucks. In 1971, the first Starbucks, a small unassuming cafe opened in Seattles downtown. Fast forward 50 years, and that store is still in operation, but Starbuck