Recently, the Dunkin’ Donuts division of Dunkin’ Brands rolled out its new mobile app across the U.S., which enable the company’s regular customers to order and pay using their mobile devices, skipping the regular lines to pick up their orders directly. Dunkin’ Donuts now joins Starbucks, which launched a similar app across its U.S. company-owned stores last year. This initiative is an indication of Dunkin’ Donuts’ commitment to leveraging technology to provide consumer conveniences. It also reflects the wish to keep up with the competition. In December 2015, over one million Starbucks customers used its “Mobile Order and Pay” capability and in Q1 2016, 21% of its total transactions were paid using the mobile app. This signifies the importance of this capability and its impact on revenues and customer service. We believe Dunkin’ Donuts should see a significantly positive impact on its revenues after the launch of its new mobile by attracting more consumers through faster and error free service.
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