Dunkin’ Gets On-The-Go Ordering Up & Running
CANTON, Mass. — America can now "run even faster on Dunkin'" as on-the-go customers can now skip the line at its locations.
The quick-service restaurant (QSR) chain introduced On-the-Go Ordering, which allows its DD Perks loyalty program members to place an order up to 24 hours in advance, select their desired location, and then confirm the order via Dunkin’ Donuts new mobile app.
Starting June 6, customers can either skip the line when entering a store, or retrieve coffee, doughnuts and sandwiches at a drive-thru. The order is automatically paid for using loyalty members’ Dunkin’ Donuts card within the mobile app.
"This is ground shaking," Dunkin' Donuts CEO Nigel Travis told Business Insider. "I think it's the biggest service change since we introduced drive-thru. I'm so excited about this, it's tough to put it in words."
To take advantage of On-the-Go Ordering, customers must download the free app, called “New Dunkin’ Donuts,” on the App Store or Google Play Store. Dunkin’ Donuts currently has approximately 4.6 million loyalty members.
Speed of service is definitely one thing On-the-Go ordering should improve.
“We’re famous for speed," Travis told the news outlet. “Some other businesses that have similar apps don’t have the same speed as us, so we see that as a real competitive advantage.”
The CEO did acknowledge though that an even faster order speed can lead to increased mistakes, something Dunkin’ Donuts is monitoring closely.
“One of the biggest challenges we have — it’s not just Dunkin’, it’s everyone — is order accuracy,” Travis told the news source.
Dunkin’ Donuts first tested On-the-Go Ordering last year in Portland, Maine, expanding the test program to Boston and New York City in subsequent months.
Canton-based Dunkin’ Donuts has more than 11,800 restaurants in 44 countries. It is part of the Dunkin’ Brands Group Inc. family of companies.