Quick-service restaurants (QSRs) are breaking out loyalty rewards in hopes of luring customers away from the competition — and turning one-time buyers into loyal, frequent customers.
Burger King, for one, recently turned heads with a rather pointed promotional campaign that rewards customers for abandoning McDonald’s and placing a mobile order with Burger King. Meanwhile, Subway’s Chief Digital Officer Carissa Ganelli recently said she credits the chain’s rewards program revamp for driving more mobile ordering and increasing customer visits.
However, discounts and rewards program points aren’t enough for every consumer. In the latest Mobile Order-Ahead Tracker™, PYMNTS charts how QSRs are working to convert customers through more convenient and secure mobile ordering services as well.
Around The Mobile Order-Ahead World
For one, sweetgreen recently collaborated with office space network provider WeWork in an effort to provide more convenient mobile-order pickup. Under the collaboration, customers can mobile order meals from sweetgreen and collect them at WeWork locations.
Yet, even the most convenient ordering services will struggle to win customers who don’t feel that the apps keep their information or accounts secure. In a recent interview with PYMNTS, Tricia Phillips, Kount’s senior vice president of product and strategy, discussed the importance of leveraging customer-behavior monitoring to detect whether a fraudster has taken over a legitimate user’s account.
Keeping fraudsters from accessing ordering apps is a complicated task for QSRs, however — as Dunkin’ Donuts recently discovered. Its DD Perks loyalty program, which offers members exclusive access to mobile ordering, was recently targeted by an automated credential-stuffing attack. Hackers breached the security of other, unrelated companies and stole login credentials that they then tried to use on DD Perks in the credential-stuffing attack. These bad actors may have been able to access accounts of Dunkin’ customers who used the same login details for DD Perks as they did for one of the breached companies.
For the rest of the latest mobile order-ahead headlines, download the Tracker.
Smaller QSRs know they aren’t exempt from cyberattacks, either, forcing them to secure their mobile ordering services without sacrificing speed and convenience. In this month’s feature story, Dan Simpson, CEO of Taziki’s Mediterranean Café, explained how the QSR has worked to build its security with biometric app logins, partnerships to safeguard customer information and more.
Find the full story in the Tracker.
About The Tracker
The Mobile Order-Ahead Tracker™, powered by Kount, serves as a monthly framework for the space, providing coverage of the most recent news and trends, along with a provider directory that highlights the key players contributing across the segments that comprise the mobile order-ahead ecosystem.