Wendy’s is currently testing a program in three major markets that allows customers to pay for signature products like the Frosty and the Baconator with the help of its mobile smartphone app.
The pilot initiative is available to customers in Albuquerque, Austin and Portland, and allows consumers to link their Wendy’s app to a credit card or gift card. The app then generates a one-time payment code that can be given to the cashier to complete the sale.
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“We don’t see everyone wanting to pay for their order with their smartphone, but for those that want that convenience, we want to be able to provide it,” Brandon Rhoten, the company’s director of digital marketing, told Mobile Commerce Daily.
The new approach is expected to drive Wendy’s app downloads, which will allow the company to more effectively target consumers with custom ads and incentives.
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