With the widespread use of Global Positioning Systems (GPS), people have been able to ditch their paper maps and get where they are going without getting lost or stopping to ask for directions. What GPS did for cars – embedding navigation systems in the dashboard – Waze has done for smart phones. People use Waze to avoid traffic jams and maneuver past pesky potholes. But, there is an added benefit with Waze, the ability to see ads on the app alerting drivers to nearby fast food locations.
Dunkin’ Donuts has jumped on the Waze bandwagon, allowing drivers to purchase coffee and donuts from the comfort of their car. This order-ahead option is the first for Waze, the popular app which is owned by Google. If the program is successful, we should expect other merchants to provide on-demand services soon as well. For now however, before caffeine-hungry drivers can begin using Waze’s “order ahead” option for a cup of Dunkin’ Donuts coffee, they need to have the DD app on their smartphone and be registered with Dunkin’s customer loyalty program.
Interestingly, because of the way the Waze app works, drivers don’t have to open the app; the two technologies talk to one another allowing for a seamless order-while-you-drive experience.
Scott Hudler, chief digital officer for Dunkin’ Brands, said that working with Waze made sense.
“Waze involves the ritualistic behavior of driving to work on your daily commute, and we are a brand built on a ritual, too,” he told the Associated Press. Waze will not earn a commission on the Dunkin’ sales made through its app, but Dunkin’ Brands has agreed to increase its advertising on Waze. And soon drivers won’t just be able to order donuts, but maybe fill prescriptions, reserve parking spaces, and buy groceries.