Wendy's jumps into QSR mobile payment race

March 24, 2014

Days after Bloomberg reported about Burger King's systemwide mobile payment rollout, a similar report has surfaced about Wendy's doing the same.

According to the Associated Press, Wendy's has been testing the option throughout the past year and is now "ready to accept the payments" at a majority of its restaurants nationwide.

To use Wendy's feature, customers tap the payment app, which pulls up a six-digit number that they then relay to the cashier. This is opposed to customers holding up a device to a scanner, a process used at other restaurant brands including Starbucks.

Last year, Wendy's CMO Craig Bahner told QSRweb.com that the brand was exploring mobile payments so it could be where its customers are.

"We need to engage with them the way they want to be engaged. If they are paying through their smartphones, we need to let them. Delivering our 'A Cut Above' strategy means all touchpoints, including traditional advertising and mobile payments. We will keep moving fast in the digital space because consumers are engaging with us in that space," he said.

Wendy's set up its rollout by partnering with Merchant Customer Exchange in February. The exchange, according to a news release, "is a group of leading merchants dedicated to improving the shopping experience by offering consumers a widely-accepted, customer-focused and secure mobile commerce platform."

Other QSRs have adopted or tested mobile payments at an increasing pace, including Dunkin' Donuts, which introduced its app in August 2012, Jersey Mike's, Tim Hortons and Subway.

Burger rival McDonald's continues to test the mobile payments platform in Salt Lake City and Austin, Texas markets.

Most analysts predict a continued adoption of mobile payments throughout this year, with the feature especially proving itself at Starbucks. During that company's shareholders meeting last week, executives said 14 percent of all transactions now come from mobile payments.

Topics: Mobile Payments , Online / Mobile / Social

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