Google wants America to run on Dunkin’ and Waze.
Dunkin’ Donuts announced the rollout of a mobile order-ahead service in Google’s popular Waze navigation app on Wednesday, hoping to take advantage of commuters’ morning coffee routines. The Dunkin’ feature is likely the first of many order-ahead integrations for Waze as the traffic app seeks to increase revenue and leverage its big user base.
Using Waze, which Google acquired in 2013, drivers can order items from Dunkin’ Donuts and pick them up along their route. Although it’s the first time the traffic navigation app has incorporated an order-ahead feature, Waze has been supporting ads for nearby businesses (including Dunkin) for years.
Rather than paying for the order-ahead feature outright, Dunkin’ Donuts agreed to increase its advertising spend with Waze, according to The Chicago Tribune.
The feature is only available to members of Dunkin’ Donuts loyalty program who have the latest version of the Dunkin’ app installed. The actual ordering takes place in the Waze app. Customers who use mobile ordering can skip the line when they pick up their items.
Dunkin’ Donuts already offers order-ahead through its app but the Waze integration offers another option for customers. Mobile ordering was popularized by another coffee giant, Seattle-based Starbucks. The Mobile Order & Pay feature has become so popular that it’s clogging pick-up areas at Starbucks and forcing the company to consider revamping store layouts.