Quick-service restaurants (QSRs) are working to draw in more mobile consumers and bring in the larger ticket orders common among mobile order-ahead purchases. Achieving this means taking a proactive approach to drawing customers to the apps — then keeping them loyal.
Chipotle, for one, has launched its long-awaited rewards program, which dishes out greater rewards for app purchases than for in-store. Wendy’s, meanwhile, has been giving out freebies through several short-term mobile promos.
In the latest Mobile Order-Ahead Tracker™, PYMNTS details how QSRs are upping their incentive games to encourage more mobile ordering.
Mobile ordering has become a key strategy for restaurants seeking to capture customers during their morning commutes, or as they hurry about their business in crowded airports and on college campuses.
Grab, for one, has targeted time-constrained travelers at airports. Terminals see a steady stream of passengers, but many hungry consumers don’t have time to stop and place an order if they want to make their flight. Grab aims to help with a solution that offers mobile ordering, specifically for restaurants seeking to serve those on-the-go travelers. That effort recently drew interest — and investment— from the company behind the airport lounge membership program, Priority Pass, which also integrated Grab’s order-ahead platform.
Dining locations on college campuses can also struggle to fit into the tightly packed schedules of student customers. Recently, education technology company Blackboard made moves to alleviate this problem by offering a new mobile order-ahead service to dining halls. The service includes features specifically designed for college students, such as the ability to pay with a meal plan.
When students break out of the classroom and go on vacation, they may find new mobile-ordering conveniences waiting there as well. Universal Orlando Resort recently debuted an order-ahead service through its app, though only one restaurant at the resort is participating so far. When the service rolls out further, it could help Universal keep pace with Disney World, which already offers mobile ordering at about two dozen eateries.
ChowNow’s Approach To Mobile Order-Ahead Security
Like world-famous theme parks, many small chains and mom-and-pop restaurants are looking to capture more sales through mobile order-ahead. Many of these merchants, however, find themselves ill-equipped to spot or handle fraudsters who could try to take advantage.
However, ordering platforms may be able to help restaurants boost their fraud-fighting — and fraud-finding — efforts, according to Chris Webb, CEO and co-founder of ChowNow. In a recent interview for this month’s feature story, Webb explained how ordering platform providers can use their insight into customer interactions across multiple restaurants to identify patterns of suspicious behavior, and why it’s important to handle security measures behind the scenes to reduce customer friction.
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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.