Popular fast food chain, Wendy’s, has launched a new way to accept payments using mobile devices. The mobile payments launch was designed to improve overall customer experience.
According to the article, “Wendy’s Eyes Personalized Mobile Commerce with Nationwide Payment Launch” by Lauren Johnson, customers must provide a one time use, six-digit code located in Wendy’s mobile app to pay for their meal. Wendy’s Vice President of Digital, Brandon Rhoten, explains that Wendy’s is testing alternative ways to connect to the Point of Sale system to make mobile payments through Bluetooth or Wi-Fi.
Wendy’s understands the majority of their customers will not adopt this new technology immediately. However, the company is striving to stay up to date with the latest technology trends for a better the more tech savvy customer base. Other fast food restaurants like McDonald’s, Chipotle, and KFC are also experimenting with mobile payment options.
Read the excerpt from the article to learn more about paying with your Smartphone.
Consumers first load funds from a credit card or a Wendy’s gift card within the app — similar to how Starbucks’ technology works — to make a mobile payment.
However, the difference between the two brands’ mobile payment systems is that the technology within the Wendy’s app uses a time-specific code instead of a bar code. The rationale behind the unique codes is that it does not require consumers to hang a mobile phone outside of their car when going through a drive-thru.
The payment is triggered by swiping a finger across the screen when a consumer is ready to pay. A six-digit, one-time code is then displayed on the screen for five minutes that is typed into the point-of-sale system by an employee.
Additionally, diners can pick out meals and configure calorie information with the app, and will eventually be expanded to include ordering.
Similar to other QSRs, the challenge behind adding mobile ordering is that the brand’s products cannot be made for long periods of time ahead of when an order is placed.
Wendy’s joins a growing list of QSRs that are increasingly rolling out mobile payments nationally.
What do you think about mobile payments decreasing the need for swiping a credit card? Do you like using your Smartphone for everything?