Dunkin’ Donuts on Monday rolled out nationally a new app that allows loyalty members to order and pay ahead, and skip lines for pick up.
Dunkin’ Donuts’ On-The-Go app has been tested in Maine, Boston and the New York metropolitan area over the past several months.
The move brings 11,000-unit Dunkin’ Donuts in line with rival Starbucks, which last year rolled out mobile ordering and pay-ahead across its 7,500 company-owned locations in the U.S.
[CHARTBEAT:3]
A growing number of other quick-service breakfast competitors have also made the order and pay-ahead move, including Taco Bell and, most recently, Chick-fil-A.
During parent company Dunkin’ Brands Group Inc.’s most recent earnings report in April, chairman and CEO Nigel Travis called the rollout of On-The-Go ordering “one of the most game-changing initiatives” in company history.
“Not only is it a way to drive membership to our loyalty program, but it is a clear demonstration of our commitment to enhancing convenience for our guests through technology-based initiatives,” Travis said.
Later this year, Dunkin’ Donuts will test curbside delivery in non-drive-thru locations, which includes about half of the domestic system. Dunkin’ Donuts has also been testing delivery in partnership with DoorDash.
The goal, said Travis, is to link the On-The-Go app with delivery, “a step that we believe can be very powerful in providing our guests even greater ease of use and access to the Dunkin’ Donuts brand,” he said.
Contact Lisa Jennings at [email protected]
Follow her on Twitter: @livetodineout
