Dunkin’ Donuts Links Order-Ahead, Loyalty To Waze App
Long-standing Waze marketing ally Dunkin' Donuts has connected its On-the-Go ordering feature to the navigation app to capture drivers before hitting the road.
Dunkin’ Donuts and Waze are expanding their marketing partnership in a program that could advance the idea of mobile ordering and loyalty, as well as app engagement.
Dunkin’ Donuts has become the first partner for Waze’s new feature, “Order Ahead,” which lets drivers who use the Google-owned, crowd-sourced navigation app save time in line by submitting orders via the Dunkin’ Donuts Mobile App.
This new collaboration is particularly aimed at members of the DD Perks Rewards Program. Loyalty members can choose menu items directly by connecting to Dunkin’ Donuts’ On-the-Go Mobile Ordering feature through the Waze app before hitting the road, with the promise of speeding past the line to pick it up inside a Dunkin’ Donuts location.
Driving App Engagement, As Well As Loyalty
At a time when users download and abandon their apps with increasing frequency, this latest move reflects broader ways that brands are seeking to partner their respective apps with brands that offer a complementary service. Examples include Starwood Hotels enhancing its own app by including seamless access to Uber ride-hailing as a way to keep users within the app by promising more utility and features.
The idea is simple: people don’t like having to jump from one app to another in order to complete several tasks. Whether it’s being driven to your hotel and being able to check-in at the same time, or ordering coffee and a doughnut while navigating through the morning commute, brands are realizing that they’re more apt to meet mobile customers’ demands for seamless usage and immediacy by offering a combined mobile experience.
genuine lift in store visits, says said Jordan Grossman, head of Business Partnerships North America at Waze.
“Our new Order Ahead feature expands Waze’s mission of saving time on the road by enabling consumers to now also save time in-store, while giving brands a new opportunity to engage with their customers,” Grossman says. “We’re excited to launch this feature with Dunkin’ Donuts, a long-standing partner of ours, and look forward to rolling it out with more brand advertisers in the near future to further personalize the driving experience for Wazers saving them time and money.”
Specifically, this extended alliance builds on a 2016 effort where Dunkin’ Donuts became the first company to use the “Favorite Brand Campaign” that invites Wazers to “favor” the brand through native ad units with the tap of a button.
“We are proud to be the first brand to integrate with Waze to enhance the mobile experience and offer our DD Perks members with faster, more convenient ways for ordering ahead,” said Scott Hudler, Chief Digital Officer at Dunkin’ Brands. “Loyalty is the main focus for all that we do at Dunkin’ Donuts. Leveraging the best technologies and partnering with leading brands like Waze helps our brand continue to stand apart for valuing our loyal guests and providing them with exciting and innovative new ways to purchase Dunkin’ Donuts food and beverages as quickly and seamlessly as possible.”