Dunkin’ Donuts Gives Mobile Ordering A Voice Within Google Assistant
“We are focused on leveraging the most innovative, relevant technologies to make accessing our mobile ordering platform as easy as possible,” says Dunkin' Donuts VP Sherrill Kaplan.
Dunkin’ Donuts is continuing to expand the ways its regular customers can find and order coffee by making its On-the-Go Mobile Ordering available through the Google Assistant on iPhones and Android phones.
Though this new integration, DD Perks Rewards members can use the voice activation through the Google Assistant to place a mobile order for Dunkin’ Donuts coffee, beverages, baked goods and breakfast sandwiches, and then speed past the line in store for pick-up.
“We are focused on leveraging the most innovative, relevant technologies to make accessing our mobile ordering platform as easy as possible,” says Sherrill Kaplan, Vice President of Digital Innovation at Dunkin’ Brands. “Our new integration with the Google Assistant is yet another exciting example of our commitment to enhancing speed, convenience and our overall brand experience for our loyal guests.”
The program is powered by artificial intelligence platform provider Conversable and comes as rival Starbucks is building a 20,000 square-foot innovation center designed to quickly advance its use of technology at the Seattle coffee chain’s 27,000 global locations (which includes 15,000 Starbucks stores and licensed outlets in the U.S.).
Dunkin’ Donuts has by no means been reactive to what Starbucks, McDonald’s, and other major QSRs have been doing in the pursuit of mobile ordering and the use of Connected Intelligence to create a faster, more efficient customer experience at its 7,700 locations in the U.S. (as well as another 3,000-plus in other countries).
Aside from its regional U.S. concentration in the northeast, Dunkin’ Donuts has more than 7.5 million DD Perks members. With that kind of scale, the voice activated ordering with Google Assistant has the potential to be meaningful for the chain fairly quickly.
The growth of the rewards program reflects a broader influence of social media and mobile payments in that, aside from building up points for discounts, the primary benefit for customers is simply a “better experience.”
In the case of a QSR chain like Dunkin’ Donuts, that means getting customers what they want quickly with as little friction as possible when it comes to paying. And that’s also why Dunkin’ Donuts has experimented with so many platform partners over the years.
“We see voice activated assistants as an important part of the future of guest experience,” Kaplan told GeoMarketing through a representative. “We also recently partnered with General Motors Co. for its Marketplace technology, so that DD Perks Rewards members with eligible U.S. Chevrolet, Buick, GMC and Cadillac vehicles can order their Dunkin’ favorites right from their vehicle’s touchscreen.
“Also last year, Dunkin’ Donuts became the first partner for Waze’s ‘Order Ahead‘ feature, which lets Wazers save time in line by submitting orders in the Dunkin’ Donuts Mobile App,” she added. “While we can’t share specific sales details, we’re pleased with the result of both programs so far. Our goal is to be where our consumers are so that’s it’s faster and easier than ever for our loyal guests to run on Dunkin’.”
To be sure that Dunkin’ Donuts isn’t limited to one form of voice activation, as other platforms like Apple’s Siri, Microsoft’s Cortana, and Samsung’s Bixby step up their respective efforts, Kaplan also noted that last National Coffee Day, the chain introduced a “skill” for Amazon’s Alexa.
That Alexa skill “allowed users of the Amazon Echo and other Alexa-enabled devices to enjoy a unique quiz that includes freshly brewed questions on everything from hot and iced coffee facts and the history of coffee, to Dunkin’ knowledge and donut trivia,” Kaplan said. “We are thrilled to integrate Dunkin’ Donuts On-the-Go Mobile Ordering with the Google Assistant, and are continuing to explore additional opportunities with other voice activated assistants.”