Leading food service brands are meeting busy customers' needs by enabling flexible and easily accessible mobile ordering and tracking

In an age where people are constantly on-the-go, consumers want faster, more efficient ways of ordering. In fact, according to a 2019 Food Service CX Survey, made in partnership with Suzy, 35% of consumers say their preferred mode of ordering is via mobile app, making this the new go-to for fast and efficient ordering. To meet this challenging need, brands are updating their POS to mobile, self-service and voice kiosks.

Consumers feel empowered by using methods most convenient to them making for a smoother transaction. As researchers highlighted in PSFK's recent in-depth report on food service innovation, here are the various ways in which leading brands, like Domino's, Subway and Starbucks are making ordering seamless.

Domino’s
Pizza chain Domino’s allows drivers to order pizza from their cars, thanks to its ordering app, AnyWare, which was developed in partnership with Xevo Market, provider of in-vehicle commerce services. Drivers can order pizza with a few taps of their vehicle’s touch screen then track their order with Domino’s Tracker so they know when it’s ready for pick up. They can also use the in-car interface to locate the nearest Domino’s store and call in an order. The AnyWare feature will be automatically loaded onto new cars that are equipped with the Xevo platform. The Domino’s AnyWare platform also allows  customers to order from a number of voice assistant platforms, such as Amazon Alexa, when at home.

Domino's

Subway
Sandwich chain Subway redesigned its app to make mobile ordering more convenient, reducing the number of steps it took for users to order. Rather than starting with a blank slate and having customers add their own ingredients, like they do in store, app users start with a prebuilt sandwich and swipe to subtract, add or replace ingredients to customize the order to their liking. Users can then save their favorite sandwiches, along with a payment method, to enable one-click ordering. The app allows users to order ahead and pick up with Express Pickup, as well as scan to pay in stores. The app also integrates in their Subway MyWay loyalty program, allowing diners to automatically earn rewards.

Starbucks
Coffee chain Starbucks allows mobile users to skip the line by ordering ahead through its app. Using the app, customers can locate their nearest Starbucks location, customize their orders and pay, then receive an estimated time for when their order will be ready for pick up. Once they’re in the store, customers can also use the app to tip their barista. The app seamlessly integrates into the Starbucks Rewards program, allowing customers to earn points for every purchase.

In an age where people are constantly on-the-go, consumers want faster, more efficient ways of ordering. In fact, according to a 2019 Food Service CX Survey, made in partnership with Suzy, 35% of consumers say their preferred mode of ordering is via mobile app, making this the new go-to for fast and efficient ordering. To meet this challenging need, brands are updating their POS to mobile, self-service and voice kiosks.

Consumers feel empowered by using methods most convenient to them making for a smoother transaction. As researchers highlighted in PSFK's recent in-depth report on food service innovation, here are the various ways in which leading brands, like Domino's, Subway and Starbucks are making ordering seamless.