I’m a New Englander in every sense of the word. Thanks to countless reminders from the online world, I now admit to the indulgences unique to my region. We’ve all seen it before, the “starter pack” meme jesting at the girl with leggings, UGGs and an iced coffee (caw-fe) in hand. So now you can imagine the clamor when news broke that Waze is adding an ordering on the go feature for Dunkin Donuts to its mobile maps app.
The two go hand-in-hand. I can’t count how many times I’ve been going to a meeting or traveling and have entered a stop for Dunkin in my Waze app.
But now, I can order my medium, coconut iced coffee with cream and two sweeteners to be ready for me when I get there. A dream come true for this New England gal.
I have been using Waze, a Google-owned traffic navigation app, faithfully since I first wrote about it five years ago. It has always guided me to the best route, gotten me to my destinations and, most importantly, hasn’t cost me a dime. I’ve gotten fancier with my usage of late, adding stops along the way and even offering updates on road conditions like confirming if there is a pot hole on the ground at a marked location. You can say my love affair with Waze has matured.
The app already had the right idea in mind from the get-go, displaying various retailers’ logos on the map so users could easily stop along their travels. But now it looks like the company is going to the next level to work with companies and brands to add mobile ordering ahead through the app. Not only does this make business sense, it’s also a great convenience for us road warriors just trying to get around with the least amount of stress possible.
Maybe my Dunkin stops are a bit much for others, but imagine if other providers jump on the bandwagon so that, as you’re on the way home
from work, you can grab pizza for the kids and have it ordered and ready to pick up without disrupting your route or ETA by much. Or better, alert a parking lot attendant of your arrival or the grocery store that you’re on the way to pick up your things.
While Dunkin Donuts is the first announced partnership, we should expect a flood of new entrants soon announcing partnerships and offering this same type of convenience for consumers. After all, isn’t that what keeps customers coming back - targeted, easy to use and handy offerings?
“Loyalty is the main focus for all that we do at Dunkin’ Donuts,” said Scott Hudler, Chief Digital Officer at Dunkin' Brands. “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.”
According to a report by the Chicago Tribune, Waze will not be collecting commission from the sales made through its app, but has organized increased advertising spend with the company.
Jordan Grossman, Head of Business Partnerships North America at Waze, commented that the new Order Ahead feature is an expansion of the company’s mission to help drivers save time on the road by cutting down how long they need to spend at locations and, “giving brands a new opportunity to engage with their customers.”
It’ll be exciting to see how this push into e-commerce pans out and the various interesting ways companies’ partner with Waze to make the best of this innovative idea. I for one will be sipping my iced coffees with a little less stress and a slightly bigger smile now.