Mobile order-ahead apps have skyrocketed in popularity, with more than 60 percent of all digital restaurant orders placed on a mobile device. As mobile ordering becomes more widespread, quick-service restaurants (QSRs) are vigorously competing to make sure customers pick their apps over others, instituting a variety of programs to reward customer loyalty.
In the April Mobile Order-Ahead Tracker™, PYMNTS explores the latest developments in the world of mobile order-ahead and QSRs, including industry milestones, the entry of mobile order-ahead into new and unexpected spaces, and the security threats that prey on both users and providers.
Developments from Around the Mobile Order-Ahead World
Rewards programs have become a popular strategy among QSRs to encourage return visits from customers, and increased order frequency. One such program comes from Canadian coffee and donuts giant Tim Hortons, which offers participants a free coffee, tea or baked good with every seventh purchase of $1.50 or more. Customers can take advantage of the program in a variety of ways, including via the Tim Hortons app, a physical loyalty card and a digital card available for Apple and Android phones.
Existing loyalty programs are expanding as well. Dunkin’s rewards program DD Perks, which currently has more than 10 million members, was previously only available through the Dunkin’ app. Dunkin’ has now expanded the program to be available to customers, regardless of how they pay, by scanning a QR code on their phones or swiping a physical membership card.
Mobile order-ahead has also expanded into previously untapped fields. Coachella — the music festival held every April in Indio, CA — partnered with Postmates to add a mobile order-ahead option to its official app. The Postmates Pickup button enabled festival-goers to skip the lines at a handful of the festival’s 40 vendors.
For more on these and other mobile order-ahead news items, download this month’s Tracker.
What do Customers Want Out of Mobile Order-Ahead?
With so many mobile order-ahead apps on the market, customers have never been so spoiled when picking somewhere to eat. According to Brent Feldman, chief marketing officer for Boston-based fast-casual eatery B.GOOD, the best way to figure out what customers wanted out of its app was to listen to them.
In this month’s feature story, Feldman discussed how B.GOOD revamped its mobile app and rewards program to incorporate users’ requests, and how B.GOOD plans to continue developing its app in the future.
Find the rest of the feature story in the April Mobile Order-Ahead Tracker.
Deep Dive: Why Mobile Order-Ahead Apps are Attractive Targets for Fraudsters
As is the case for all connected technologies, mobile order-ahead apps are constantly at risk for cyberattacks. The QSR industry is particularly appealing to bad actors, as many related apps store credit card information and other highly desirable data. In addition, many restaurants are new to the mobile-order industry and, as such, are not well-versed in the best security practices.
This month’s Deep Dive explores why fraudsters are targeting mobile order-ahead apps, and how they’re getting the data they crave.
About the Tracker
The Mobile Order-Ahead Tracker™, done in collaboration with Kount, serves as a monthly framework for the space, providing coverage of the most recent news and trends, along with a provider directory highlighting the key players across the segments that comprise the mobile order-ahead ecosystem.
We’re always on the lookout for opportunities to partner with innovators and disruptors.
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