Outside the Drive-Thru: How 4 Chains are Driving Digital Orders

As you’re reading this, someone nearby is probably ordering their food through a mobile app. According to a 2019 report from market research firm NPD group, diners order their food through a chain restaurant’s mobile app six out of ten times. And now that state governments are increasingly calling for the closure of bars and restaurants, it’s no surprise that foodies and hungry people alike are turning to chains’ mobile apps.

So how are Starbucks, Domino’s, Chick-Fil-A, and Dunkin Donuts are driving digital orders — both before and now, during COVID-19? Below, we will examine the mobile app strategies used by these cult-worthy chains and how they’ve leveraged digital ordering to build their brand equity.

Starbucks

It may not be everyone’s cup-of-joe, but considering the company makes close to $25 billion per year, they get their fair share of visitors. Iconic green siren aside, Starbucks has made its billions by keeping it consistent and engaging consumers with an integrated payment and loyalty program — all within their mobile app.

“Hey Siri, order my venti cold brew from Starbucks.”

Even for Starbucks locations in less populated cities, a long line or packed drive-thru is to be expected. That’s…