The need to adopt more efficient means of customer engagement has been heating up the media. One of the industries most affected by the demand for new technologies is the fast food industry. This is because fast food, like the name implicates is supposed to be expedited; and every day as the speed at which we live our lives gets quicker because of the assistance of digital technology, we begin expecting the same from every brand that we interact with. Convenience and speed influence purchasing decisions so much that, 86% of us would pay more for a better experience. (Right Now)

Long lines and waits in the fast food industry have been a problem in search of a solution for quite some time. Luckily, thanks to mobile shopping fast food retailers now have a better means of controlling the entire customer journey, while delivering a level of service that in-store staff may not be capable of managing.

Here are a few examples of how mobile shopping has been transforming the fast food experience:

Food Trucks and Mobile Payment: Food trucks have been one of the quickest to adopt mobile payment out of necessity.  With barely enough space for cooking, there is no room for bulky cash registers. Through mobile payments, these vendors only need a few small devices to efficiently receive transactions from their hungry consumers and to sidestep the pitfall of “cash only.” By better meeting the needs of their clientele, food truck vendors have watched their lines shrink and profits expand.

Kentucky Fried Chicken and Mobile Wallets: The mobile wallet AIRTAG developed for KFC, called Fast Track enables customers to place and pay for orders anytime and anywhere, cutting down waiting time by 60-70%. This solution has been live in the UK & Ireland since March 2013, as an exclusive pilot. Fast Track also includes useful features to add more ease in the customer journey such as a store locator and store details, information about products and promotions and a customer account for storing favorite orders and payment details to make placing succeeding orders even faster. With Fast Track, customers have a more seamless experience, and in turn KFC now has a channel to communicate with their customers.

Dunkin Donuts and Mobile Payment: Dunkin Donuts launched their solution just over a year ago, which enables customers to make payment by scanning a barcode with the app. To promote their service the brand has used real time twitter campaigns, as well as additional features including a store locator and in app incentives; such as free products and discounts. With more than 3.5 million downloads to date, a key learning from this app is that incentivizing a new service through exclusive benefits really gives customers a reason to switch to the mobile customer journey.

Take our video tour, of how Mobile Shopping can improve fast food ordering & payment and add more value to the customer journey.

Where are all of the fast feeders? A mobile strategy should be top of mind for fast food retailers of any kind, yet only 16% of all restaurants are currently offering a mobile app. (High Table) So many fast feeders are missing out on all of the amazing new opportunities that solutions such as the mobile wallet can create for initiating meaningful relationships with customers and providing better customer service. Keeping with the same old practices that have worked for decades simply will not entice the new mobile-fixated consumer in the same way that it used to.

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