Mobile order and pay can improve the in-store experience for quick service restaurants (QSRs) tremendously. But the logistics of merging the digital and real world can be tricky. The most important aspect of a smooth mobile ordering ecosystem is feedback-driven innovation. Rolling out product updates and introducing a new mobile ordering system can only be successful by embracing a customer-centric approach.
Here are three brands that have transformed the mobile ordering system and seamlessly integrated it with the in-store experience.
Starbucks’ In-Store Support for Mobile Ordering
Starbucks excels in this area in particular as one of the leading brands in mobile order and pay. Their intuitive UI and highly customizable menu make mobile ordering a breeze. They’ve presided as a leader in this space for so many years that we forget that when mobile order and pickup was first introduced, fears of overworked employees and cluttered cafes quickly emerged. In fact, these were serious issues that customers voiced.
But Starbucks listened. They quickly created customer-centric systems to address and eliminate concerns head-on such as designated mobile order pick-up shelves and assigning specific employees to focus only on mobile orders. These thoughtful in-store operational changes put the customer first and created a positive brand experience at every touchpoint. Ultimately, the way Starbucks listens to customer feedback and integrates the digital world into the retail experience boosts customer satisfaction and loyalty.
Dunkin’s Mobile Order Drive-Thru Lanes
Dunkin’ is another great example of creating efficiencies and systems to accommodate mobile orders. By optimizing their app, they were able to use customer feedback to drive product decisions.
In order to create a more cohesive experience, Dunkin’ developed exclusive mobile order drive-thru lanes at their stores, inviting mobile customers to essentially skip the line. In keeping the two order types separate, it incentives mobile orders while also appeasing in-store customers. It has been reported they will be adding drive-thru lanes in 75 percent of their 1,000 new Dunkin’ Donuts locations throughout the U.S. before the end of 2020.
Chick-fil-A’s Innovative Mobile Order Pick-Up Trick
Chick-fil-A’s mobile sales skyrocketed to nearly 20 percent of the chain’s business thanks to an updated app and innovative mobile ordering experience. Customers can now order food to be picked up in the restaurant’s drive-thru lane. One of the most groundbreaking instances here is the app’s ability to recognize if you’re at a different store and then quickly switch to the correct one. In putting the customer first, they understand there’s nothing worse than ordering food, driving all the way to pick it up, and then realizing you’re at the wrong place. Especially in the QSR realm, convenience and speed is paramount. This type of customer-centric intelligence and use of location sharing has significantly improved customer experience, and Chick-fil-A is reaping the rewards.
If you’re looking to further integrate your in-person and digital customer experiences, these three brands are ones to watch. Starbucks has been the clear leader in this space for years now, but other brands like Dunkin’ and Chick-fil-A are developing innovative new strategies to tie the two worlds together. In all three instances here, customer feedback was the core driver for change.
Want to learn more about how customer feedback can drive innovation for your mobile app or QSR brand? Let’s chat.