Dunkin' Donuts customers will be able to skip the lines when the Canton coffee-and-doughnut chain starts piloting mobile ordering by year's end, in advance of a planned U.S. rollout next year.
"We are planning to test mobile ordering in the fourth quarter, and we anticipate adding the ordering feature to our existing mobile app in 2015," Scott Hudler, vice president of global consumer engagement, said in a statement. "For the consumer, there is a huge benefit to skip the line, and improve order accuracy and speed."
Dunkin' would not provide details on test locations for mobile ordering.
Its rival, Seattle's Starbucks, this week announced that it would debut its own mobile ordering application in Portland, Ore., this year, with a U.S. rollout also planned for 2015.
Dunkin' customers likely will have to place their mobile orders once they get to a Dunkin' location or close to one, rather than an hour before pickup, for example — at least for the initial rollout — to ensure items such as coffees and breakfast sandwiches remain hot.
"Our products are amazing, but they don't age particularly well if they're sitting in a bag," Hudler said at a Dunkin' investor and analyst conference in Dallas last month. "We want to crawl before we run in this area, so it'll be more of the guests will let us know that they're on the premises, and then we'll trigger the order, because we think our speed-of-service is so fast that that's probably the best way to deliver a great product."
The Dunkin' mobile app for payments and gifting was launched in August 2012, and has had more than 8.5 million downloads.
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