How Fast Food Can Capitalize on Mobile Commerce

Merchant Warehouse |

March 8, 2013

White Castle Mobile App

As a savvy consumer, I am drawn to the latest in payment technology. In particular, I like solutions that leverage my smartphone while providing added value during the purchasing process. Recently, I had a great experience with the White Castle® mobile app by Infor Restaurant Systems, so I wanted to summarize the three main reasons why: convenience, choice, and value-added options.

Convenience

This app is more than just a mobile advertising extension to their corporate website - it is a mobile ordering and payment solution. The app gives the consumer access to the right information, right when they need it. I was able to browse the full menu to decide what would satisfy my craving. Then, I could actually order directly from my smartphone by selecting items and quantities. I could even review and adjust the order before completing my purchase. This simplified and streamlined the “on-phone” ordering process.

Choice

Nothing speaks to a “tailored” experience like providing relevant, timely options to the consumer. To start off, I was able to select the store most convenient to me, whether that be the closest to me now or where I might be later. Next, I was asked how, when, and where I would like to complete the purchase. Would I prefer to stick to the typical behavior of “Pay at Store” or would I like to be more progressive and “Pay Now/Pay Ahead?” If I chose the latter, I would not need to bring my wallet (other than my driver’s license) and therefore would not be slowed down at the cashier/check-out. I decided to use my PayPal® account since I was already online and didn’t want to go dig out my credit card. Independent of that decision, I then got to choose my pick-up preference of In Store (To Go or Dine In), or Drive Thru along with the estimated time my order would be ready. Finally, all that was left was to note (or view from the app) the Order Number and start the countdown to The Original Slider®. So many choices, made fast and easy.

Value-Added Options

Right now, you might be thinking all of this is pretty cool - how could it get better? Well, keep in mind that I did not enter a Special Request (e.g. extra ketchup) or a Promo Code to capitalize on any loyalty/reward/offer/coupon that I should have taken advantage of with my order. I’ll make up for it next time…

In summary, the ability to browse, order, pay, and pick-up all without a wallet or waiting in a line (in store or drive thru) is a huge benefit to consumers and will definitely drive more business. If there are other apps out there (not just fast food) that warrant this type of praise, drop me a line and let me know. I just might become a regular customer!