Earlier this week, MasterCard announced that Burger King's delivery program BK Delivers has joined its roster of merchants that now accept MasterPass in the U.S. LivingSocial also added the service.
MasterPass, which was introduced in February at Mobile World Congress, is a free digital wallet that stores online customers' payment and shipping information in one spot. Those who use MasterPass shop online, click and checkout faster, according to the company.
According to Ken Moy, emerging U.S. payments lead, MasterPass is focusing on the restaurant space to accelerate its presence.
"In the QSR environment, customer throughput is a key element of the in-store experience. It's an environment where customers have come to expect fast, efficient service. A consumer can go to BKDelivers.com to place their order and make a quick payment with MasterPass," Moy said. "Payment card details and delivery details are already loaded, so with a quick press of a button, their purchase is made and food is on the way."
MasterPass' functionality includes one log-on, eliminating the need to enter delivery and card info for every transaction.
"We see the incorporation of MasterPass for BK Delivery as complementary to the innovations and experience (Burger King) would provide their customers at the counter or the drive-thru," Moy said.
Attempts to reach BK Delivery were unsuccessful.
MasterPass and merchants
MasterPass is now available at more than 180 merchants throughout the U.S. Those merchants are provided with a range of checkout services that can be used to enable faster and safer checkouts online, at the point of sale or elsewhere in the store.
In the MasterPass system, merchants use a suite of services designed to enable an ominchannel shopping experience, according to Moy.
"Any innovation we pursue is undertaken with the goal of helping merchants enhance the overall experience they deliver to customers," he said. "In the QSR or restaurant space, part of this benefit is helping to streamline the purchase process and move customers through the queue faster and more efficiently."
Every device a payment device
Moy believes digital payment options will continue to accelerate as consumer interaction — with each other, brands, their devices, etc. — changes.
"In fact, talking is no longer the primary activity of smartphone users," he said. This trend is heavily influencing consumer transactions.
"The convergence of the digital and physical worlds is radically altering the day-to-day buying experiences and habits as online and in-store purchasing activities become less segmented," Moy said. "Every device — traditional plastic cards, smartphones, tablets, PCs — is quickly becoming a payment device."
Mobile payment activity is still fledgling in the QSR space. For its brick-and-mortar system, Burger King launched a pilot program in June 2012 with mobile commerce enabler Firethorn Mobile Inc.
Tim Hortons, Subway, McDonald's and Dunkin' Donuts have all also dipped their toes into the service.
Read more about mobile initiatives.
Alicia has been a professional journalist for 15 years. Her work with FastCasual.com, QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including NPR, Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.