Mobile provides a wealth of new opportunities for advertisers and brands alike. For the latter, mobile offers the chance to build upon and expand services to offer better customer experiences. No one is doing this better than the quick service restaurants sector.
KFC recently partnered with Airtag in the UK and Ireland to create a mobile wallet solution, which the food giant rolled out to 10 of its restaurants. The company’s Fast Track app allows consumers to place an order anytime, anywhere, with users able to skip to the express lane of any participating KFC outlet once they are checked-in. The scheme has already cut down ordering and waiting time as well as in-store lines by 60-70%, with one-third of users aged 18-29 years old.
Burger King too has announced its decision to expand its mobile offering in the US. The restaurant chain already offers online and mobile deliveries in cities such as New York, Boston and Miami, and has decided to expand its offering following increasing demand. The BK Deliveries service requires a minimum order of $10 and notifies users if they fall into a delivery catchment area.
While many brands have experimented with mobile, quick service restaurants are proving to be at the forefront of the mobile revolution. It is clearly that KFC, Burger King, and quick service restaurant chains in general, are proving to be ahead of the mobile curve.