Google is ramping up brand integrations on its popular in-car navigation app Waze, starting with the addition of an “order-ahead” feature that allows drivers to order from certain partnered QSR brands and retailers straight from the Waze app. At launch, Dunkin’ Donuts was announced as the first partner, and Google says it plans to team up with other merchants if the test goes well. Outside Waze, mobile order-ahead apps have also been gaining tractions with other QSR brands such as Taco Bell, Starbucks, and more recently, McDonald’s.
What Brands Need To Do
The goal behind app integrations like this is to create a seamless mobile experience by allowing users to complete several tasks without having to jump between apps, such as ordering coffee and doughnuts for pickup while navigating through their morning commute. A similar example would be when Starwood Hotels integrated Uber services into their own mobile app to enable quick ride-hailing for people arriving or checking out of the hotel. From a brand perspective, choosing the right partner to integrate with can help boost brand loyalty, and integrations with popular apps serve as a valuable marketing channel for brands to reach new customers on mobile.