Dunkin’ Donuts wants to provide its customers a more seamless experience, marked by innovation, that always leads back to brand loyalty. During the company’s April 28 first-quarter earnings call, CEO Nigel Travis touted the On-the-Go Ordering initiative available exclusively for members of its DD Perks® Rewards Program as a game-changer.
Beginning in mid-May at Dunkin’ Donuts restaurants throughout the Metro New York area, DD Perks members can order Dunkin’ Donuts’ signature coffee, donuts and sandwiches, pay in advance with a swipe of a finger on a smartphone, and then skip the line in store.
“On-the-go ordering is one of the most game-changing initiatives in our history,” Dunkin’ Brands CEO Nigel Travis said, according to Seeking Alpha. “Not only is it a way to drive membership in our loyalty program, but it is a clear demonstration of our commitment to enhancing convenience for our guests through technology-based initiatives. Later this year, we will test curbside delivery. We believe that curbside can add convenience for many guests, particularly in non-drive-thru locations, which makes up nearly half of our system.”
With On-the-Go Ordering, DD Perks members can place a mobile order up to 24 hours in advance, select their desired location, and then simply confirm via the new Dunkin’ Donuts Mobile App when they are ready to pick up their order inside the restaurant, or at the drive-thru. The order is automatically paid for using their Dunkin’ Donuts Card within the App. In the restaurant, DD Perks Members have no need to wait, as they can skip the line and go straight to pick up their items at a designated area.
To access On-the-Go Ordering, DD Perks members in the Metro New York area must download the newest version of the popular Dunkin’ Donuts Mobile App, called “New Dunkin' Donuts” in the App Store or Google Play Store. Featuring a new, contemporary touch-friendly design, the App is unique for its one-tap order functionality and visual menus. It can be downloaded for free at the App Store or Google Play Store. In addition to the On-the-Go Ordering capabilities, the App also lets users access their DD Perks account to find mobile coupons and offers, locate the nearest Dunkin' Donuts, find nutritional information and more.
On iPhone, the DD Perks card supports Wallet and Apple Pay, so Dunkin’ Donuts’ DD Perks® Rewards Program members have the ability to receive points by adding their DD Perks card to the Wallet app, and you can also use Apple Pay to quickly reload your DD Perks card. Touch ID makes reloading even more convenient because you will be able to add to your balance without having to enter passwords or credit card numbers.
Following the initial On-the-Go Ordering test in Portland, Maine at the end of 2015, Dunkin’ Donuts expanded the test throughout the Greater Boston area in March. On-the-Go Ordering will be available at more than 1,650 restaurants in the Metro New York area.
In a recent Harris Poll, Dunkin’ Donuts was named the No. 1 brand in the Coffee and QSR category.