Fast Food (or the industry term which is QSR, Quick Service Restaurant) is supposed to be... fast! So whether you are a consumer or a food industry expert, you can see how the back of the house and front of the house order taking is optimized for fast delivery of hot and tasty food.
However foodservice and retail still use traditional payment methods... take your cash, make change OR take your credit card, swipe, wait for authorization, print the receipt... you can see where the bottleneck comes in.
If you are a drive thru customer at most any QSR, you go through 3 steps, place your order into the "squawk box", go to the first window to pay and go to the second window to pick up your order. Uggh!
The New Digital Shopper
According to Symphony IRI's "Understanding and Engaging the Digital shopper", 35% of all adults own a Smartphone. Retailers and foodservice operators are facing the challenges of engaging the consumer digitally. Digital is becoming so important that IRI has created a new digital segmentation of consumers with intriguing names such as Digitize Me and Show me the Money. Digital is the new "influencer" for consumer shoppers.
Even pizza sales are heating up with Digital. Dominos recently announced that over 1/3 of their pizzas ($1 Billion) are ordered either online or through their mobile app.
Burger King - Putting "fast" into Payments
Leading mobile payments system company Firethorn Mobile, Inc., a wholly-owned subsidiary of Qualcomm Incorporated (NASDAQ: QCOM), and Burger King Corp., the world's second largest fast food hamburger restaurant chain, today announced the launch of the BK® Mobile Crown Card pilot program. Firethorn Mobile is creating a new and innovative way for consumers to
Firethorn Mobile is creating a new and innovative way for consumers to transact at the Point-of-Sale using their smartphone. All the consumer has to do is download the free application, purchase a reloadable gift card and then scan a static QR code located on the sales terminal. The amount of the transaction is immediately debited from the gift card.
Kelly Maddern, chief information officer, Burger King Corp says "The BK Mobile Crown Card is the perfect fit for our technology and quality-conscious consumers who lead mobile lifestyles, and we are excited about putting this functionality into their hands, getting their feedback and building from there."