It's just similar to how other legacy payment options work. The stores either have a hardware device that generates a QR for you, or they just have it pop up on their screen for you to scan. All you need to do is say that you want to use Bitcoin as payment, and they'll fire it up for you. Pretty self explanatory I would say, unless you haven't paid with your phone in a store yet.
I always found it such a waste that there aren't any physical grocery shops accepting Bitcoin, because that's where I do most of my shopping, and this is very likely the first step towards that. Right now it doesn't provide any usefulness to me as European citizen, but it won't take long before we here have a similar set up done by whatever crypto entity.
Coinbase pussied out of the merchant side because they have far more "important" things to do, such as list shitcoins. Gemini has the incentive as main Bitcoin entity and the financial means to turn this into a success.