Expect Mobile Payment Options For U.S. Fast Food Industry To Continue To Grow
October 1, 2014
(Off The Menu)
– Mobile payment options in the U.S. fast food industry are a trend that’s not going away anytime soon. A quick recap of recent moves by major quick-service chains to add alternative payment systems:
• Subway announced that starting Oct. 1, the sandwich chain would begin offering mobile payment options at more than 26,000 of its U.S. locations.
• Chick-fil-A began offering mobile payment options to its customers in Cincinnati and Dayton, Ohio. The company is also testing alternative payments at 20 locations in North Carolina.
• McDonald’s is testing a mobile payment application in 22 locations in Alabama and Georgia.
• And Domino's Pizza has introduced an upgrade to its mobile app, letting customers place orders by speaking to a computer-generated voice named “Dom.” Mobile and online ordering accounts for 40% of Domino's U.S. sales.
According to a recent study by Cornell University, just 12% of U.S. restaurant operators currently utilize mobile payments. However, 50% are seriously thinking about installing the technology in the next year or two. So expect this trend to continue to grow.
Nevin Barich is the Food and Beverage Analyst for Industry Intelligence. Email him here or follow him on Twitter here.