The Merchant Customer Exchange announced that Dunkin' Brands, parent company of Dunkin' Donuts and Baskin-Robbins, has committed to the mobile-commerce solution.
Dunkin' joins Bed Bath & Beyond Inc., Dillard's Inc., Gap Inc., Sheetz Inc. and Wakefern Food Corp. as the latest brands to sign up for the exchange.
Development of MCX's mobile platform is underway, with initial focus on offering consumers and merchants a mobile-commerce solution that seamlessly integrates payments with a wide range of offers, promotions and services through virtually any smartphone.
"We strive to constantly enhance the guest experience at our Dunkin' Donuts and Baskin-Robbins restaurants, and mobile commerce will play an increasingly important role in helping us achieve that goal," said John Costello, chief global marketing and innovation officer, Dunkin' Brands. "By joining MCX we hope to offer our guests, including those already enjoying our new Dunkin' Donuts Mobile App, a mobile payment solution that is customer-focused, securely delivered and accepted at the broadest possible range of their favorite retail locations."
Dunkin' Donuts unveiled its mobile app for payment and gifting in August.
"We are seeing tremendous interest from merchants of all sizes," said Dodd Roberts, MCX executive. "Merchants recognize mobile payment adoption will be limited until it can be used where consumers regularly shop. MCX offers unmatched scale, representing merchants with more than $1 trillion in annual sales across nearly every merchant vertical."
Already existing MCX merchants include 7-Eleven Inc.; Alon Brands; Best Buy Co. Inc.; CVS/pharmacy; Darden Restaurants; HMSHost; Hy-Vee Inc.; Lowe's; Publix Super Markets Inc.; Sears Holdings; Shell Oil Products US; Sunoco Inc.; Target Corp.; and Wal-Mart Stores Inc.
Read more about mobile initiatives.