Page 9 - Edge: Issue 6 March/April 2019

Grab ‘n Go
Mobile ordering and the world of rewards programs have taken over fast food chains.
Story by Emma Roberts
There’s two types of students, the one late to first period with Chick Fil-A breakfast, and the student who eats their whole lunch out of hunger by second period. The line
in the Starbucks drive thru usually wraps out of the parking lot, driving customers away from fighting the morning rush. Mobile orders have become more frequent in fast food restaurants, the most popular, Starbucks, Chick Fil A, and Dunkin Donuts.
The Starbucks App was released in 2015, and only a few months after the launch, Starbucks revealed in an earnings call that it was processing more than 6 million mobile order-and-pay transactions per month with 1 million U.S. customers using the service. People are particular about the coffee they drink but don’t want to ask the cashier for 4 shots of caramel syrup. Mobile ordering saves customers from ordering anxiety and allows them to customize their drinks on the app, and pick it up in store.
“I have had no problems, it’s easy to order, reload money, and customize the drinks however you want” Ethan Graybeal, 11, said. “Other apps like Dunkin or Pizza Hut have certain limitations which make it more difficult and less time efficient to get what you want when you want it.”
Popular restaurants like Chick-Fil-A and Starbucks, usually have customers to the door and long lines in the drive thru. Customers who are rushing to work, or speeding to school, do not have the time or patience to wait. Mobile orders allow the customer to place their order before they leave the house, so their food is ready when they arrive. Chick Fil A has curbside pickup, drive thru and in store pickup. Curbside pickup, a popular option, does not even require you to leave your car. The order is brought to you once you check into the location and park in the designated parking spot.
“If I’m in the rush it’s quicker than the drive thru, and it eliminates potential social anxiety some people get, especially if their order is specific” Graybeal said.
To promote business on the app, fast food chains use free food or deals to attract customers. Chick-Fil-A’s incentives worked, after it gave away free chicken sandwiches to new users, its Chick-Fil-A One app was downloaded more than a million times within three days. Traffic on these apps has not slowed down, due to installing rewards programs for loyal customers.
“I’m a gold member for the Starbucks rewards app, and I get about 1-2 free drinks a month,” Graybeal said. That’s 125 stars at 2 stars per dollar spent, or one free drink every time you spend $62.50.
Mobile ordering does have its perks but some apps are not as user friendly or allow you to customize your orders exactly. Dunkin’ Donuts has limitations on the number of
I find that the Chick-Fil-A has the smoothest running app, it’s easily accessible and not hard to navigate.
donuts you can order, and you have to buy a gift card to be able to pay. Other complainants were that you can’t customize your drink as much as at Starbucks Some user mistakes with mobile ordering have been sending the order to the wrong location, an easy mix up being the mall Chick- Fil-A and the storefront Chick-Fil-A.
“I’m a silver member in the Chick-Fil-A app, I find that the Chick-Fil-A has the smoothest running app, it’s easily accessible and not hard to navigate. Every once and awhile you receive free food rewards that you don’t need to use points for,” Shelbee Clark, 11, said.
While Chick-Fil-A and Starbucks are the most popular, Firehouse Subs, Auntie Anne’s and Domino’s all have rewards programs worth downloading. Pizza places were early to producing mobile ordering apps, their business relying mostly on delivery orders. To earn points for Domino’s, orders of 10 dollars or more receive 10 points, and once you’re up to 60, you can redeem a free medium 2 topping pizza.
Almost every day teenagers drive after school to these restaurants, or meet their friends for lunch on the weekend. A majority of our money is spent on fast food, so not downloading these apps would be like throwing cash down the drain. Mobile apps are not free from flaws, sometimes your sauces might not be in the bag, or the app might not have the exact customizations. However, the convenience, customization, and speed of these online orders save time and even save you money, just by downloading the apps.
8