Waze gets into the order-ahead business with Dunkin' Donuts

March 28, 2017 by Michael Liedtke
In this photo taken Monday, March 27, 2017, the Waze application is displayed on a smartphone in San Francisco. Waze's traffic navigation app already shows ads prodding drivers to swing by fast-food joints like Dunkin' Donuts and Taco Bell. Now it's adding a new item to its menu, the ability to place orders at some shops. (AP Photo/Eric Risberg)

Waze's traffic navigation app already shows ads prodding drivers to swing by fast-food joints like Dunkin' Donuts and Taco Bell. Now it's adding a new item to its menu—the ability to place orders at some shops.

On Tuesday, the Google-owned app will start letting purchase coffee and other items from Dunkin' Donuts for pickup along their way. It's the first time that Waze has offered this kind of "order ahead" option, but unlikely to be the last.

If all goes well with the Dunkin' Donuts test, Waze plans to team up with other merchants so its millions of users can order pizza, reserve parking spaces, fill prescriptions and even buy groceries without having to open another app on their phones.

"It could be almost anything that a driver could order ahead and have ready for pick up," said Jordan Grossman, head of Waze's business partnerships in North America.

DOUGHNUTS TO GO

Waze won't earn a commission on the Dunkin' Donuts sales made in its app. Instead, Dunkin' Donuts has agreed to increase the amount it spends advertising on Waze. Neither Waze nor Dunkin' Donuts would disclose the size of the increase.

Dunkin' Donuts has its own app, which until now was the only way to order ahead at the chain's stores . But working with Waze made sense, said Scott Hudler, chief digital officer for Dunkin' Brands. "Waze involves the ritualistic behavior of driving to work on your daily commute, and we are a brand built on a ritual, too," he said.

Drivers using Waze's "order ahead" option will need the Dunkin' Donuts app as well, although they won't have to open it. They'll also need to be registered with Dunkin' Donuts customer loyalty program.

CHARTING A COURSE INTO COMMERCE

The push into e-commerce is Waze's latest step beyond its original purpose of recommending the fastest way to drive someplace.

Waze also offers a carpooling feature that pays drivers to pick up passengers headed in the same direction. It's currently available in the San Francisco Bay Area; Sacramento, California; and Israel.

Waze will also offer the carpooling option in Brazil later this year. While still in its infancy, that service could siphon passengers away from ride-hailing services such as Uber and Lyft.

Explore further: Google to expand Waze carpooling service in San Francisco

Related Stories

Google's Waze app endangers police: LAPD chief

January 28, 2015

Google's newly acquired Waze application poses a danger to police because of its ability to track their locations, the Los Angeles police chief said in a letter to the tech company's CEO.

Recommended for you

Nanoscale Lamb wave-driven motors in nonliquid environments

March 19, 2019

Light driven movement is challenging in nonliquid environments as micro-sized objects can experience strong dry adhesion to contact surfaces and resist movement. In a recent study, Jinsheng Lu and co-workers at the College ...

OSIRIS-REx reveals asteroid Bennu has big surprises

March 19, 2019

A NASA spacecraft that will return a sample of a near-Earth asteroid named Bennu to Earth in 2023 made the first-ever close-up observations of particle plumes erupting from an asteroid's surface. Bennu also revealed itself ...

The powerful meteor that no one saw (except satellites)

March 19, 2019

At precisely 11:48 am on December 18, 2018, a large space rock heading straight for Earth at a speed of 19 miles per second exploded into a vast ball of fire as it entered the atmosphere, 15.9 miles above the Bering Sea.

Levitating objects with light

March 19, 2019

Researchers at Caltech have designed a way to levitate and propel objects using only light, by creating specific nanoscale patterning on the objects' surfaces.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.