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Dunkin’ Donuts is currently testing mobile ordering and payment, it has recently been announced. Starting from Wednesday, November 18, the Canton, Massachusetts-based doughnut company and coffeehouse chain has optimized this system for 124 restaurants in Portland, Maine.
Customers will be able to access an application on their smartphones so as to order and pay for their desired products before actually picking up their items at the store. This new feature will work on a daily basis, from 7:00 a.m., until 10:00 p.m.
Moreover, around 19 Dunkin’ Donuts locations in Dallas are now testing out home delivery. It is expected that doughnut enthusiasts from Washington, Chicago, Los Angeles and Atlanta will also get to enjoy this type of service in the following weeks.
The decision of providing customers with additional means of purchase comes on the heels of a similar strategy adopted in September by rival company Starbucks, which has also included mobile order & pay in its app for Android and iPhone devices.
According to Scott Hudler, vice president of global consumer engagement at Dunkin’ Donuts, there is fierce competition among companies which operate coffee shops and provide breakfast menus in metropolitan areas.
This statement holds true now more than ever, given that McDonald’s has been promoting its All-Day-Breakfast since October, in an effort to boost sales and renew customer engagement and interest.
Taco Bell has also been focusing more on its morning customers, by launching a new line of Biscuit Tacos and by promising it would only be serving cage-free eggs in all of its restaurants.
Also, in terms of popularity as a coffeehouse chain, Starbucks seems to have surpassed Dunkin’ Donuts, given that its customer loyalty scheme now includes approximately 10.4 million subscribers in the United States.
In contrast, Dunkin’ Donuts only has around 3.6 million members in its DD Perks Program, and has recently witnessed a decline in stocks, following inaccurate profit estimations.
However, one of the main factors that differentiates Dunkin’ Donuts from the rest is prompt service, and it is hoped that the new measures will allow the iconic chain to keep this edge over its rivals.
As revealed by company representatives, delivery following online orders will take less than 45 minutes, and will be achieved thanks to a partnership with DoorDash.
It remains to be seen if the Dunkin’ Donuts mobile app will prove to be reliable enough to support On-the-Go Ordering and payment.
The software has been known to crash quite frequently, and additional user traffic might render it unfunctional. This probably explains why officials are yet to reveal an estimated date when the new services will be available nationwide.
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