The Wendy’s Company is aiming to pull mobile-savvy consumers away from its fast food competitors by beginning testing of a mobile ordering application in Phoenix and offering users a Frosty incentive.
Food and beverage
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Minyard Sun Fresh Market is tapping a mobile shopper engagement platform to roll out digital weekly circulars, personalized deals, product information and rewards to customers’ smartphones to ramp up the in-store experience.
Made-to-order sandwich chain Subway Restaurants is playing catch-up to other quick service marketers via a collaboration with PayPal to garnish its mobile offerings with a new application for placing and paying for orders that could culminate in a revenue uptick.
The Cheesecake Factory is piloting a new application that enables diners to split and pay the bill via their smartphones, as well as receive a complimentary slice of cheesecake upon sign-up, pointing to restaurants’ growing interest in mobile payments.
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.
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.