Burger King’s decision to offer MasterCard’s MasterPass alongside PayPal’s payment options speaks to its desire to market to Android customers and suggests more quick service marketers will broaden their mobile payment partners rather than rely on a single platform.
Food and beverage
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Organic beverage brand Suja Juice recently turned Instagram into an effective digital storefront by combining inspirational content with a buying mechanism, resulting in the social network becoming the top mobile referral site for mobile sales.
Starbucks said last week that regional and national retailers could become key marketing partners as the coffeehouse chain provides more clarity on its mobile ambitions, from using My Starbucks Rewards as a currency to scaling its ordering and delivery platform.
McDonald’s is tiptoeing behind its competitors by rolling out a mobile application to United States consumers this fall, but could reclaim some of its flagging revenue with in-app coupons.
While a number of food and beverage chains have embraced mobile loyalty, a Chipotle executive said this week that the company will buck the trend and lean on mobile payments – not loyalty – as a way to gather meaningful insights about its customers.
Starbucks is continuing its streak of teaming up with major brands by tapping ride-sharing application Lyft to offer its employees My Starbucks Rewards gold status, and enable riders to tip their drivers with the chain’s egifts.
Starbucks is expanding its partnership with The New York Times to bring top daily articles to its mobile application users and reward loyalty members with points when they purchase print and digital subscriptions, reflecting the growing importance of top-notch content for merchants on mobile.
Multinational retailer Carrefour has placed iBeacon networks in 28 of its hypermarket stores in Romania, pointing to the inevitable global rollout of personalized shopping experiences on mobile.
Convenience store chain 7-Eleven continues to build its prowess at leveraging mobile to simplify everyday purchases through a new partnership with the Pi mobile wallet application in Taiwan.
Groupon is acquiring on-demand mobile ordering and delivery platform OrderUp as local commerce marketplaces compete to grab a slice of revenue from food enthusiasts’ smartphones and wallets.