It was a frigid winter day and I was seated with my friend, attempting to participate in conversation but not exactly listening to what she was saying. Suddenly, through my fog, I heard the words “free” and “coffee” in tandem and my entire head jerked into an alert position like a dog that just heard the sound of food being poured into its bowl.
After immediately giving her my undivided attention, I learned that by simply downloading the Dunkin’ Donuts app, I could get free coffee just because the Ravens had won a football game the day before. Of course I had to put this knowledge to the test.
Although the coffee would only have been about $2, getting it for free was exhilarating. I felt as though I had just swindled Dunkin’ Donuts out of everything it had. In fact, after receiving this free beverage, I was almost positive that I owned Dunkin’ Donuts. I stole away into the night, free coffee in hand, feeling like the most conniving of thieves.
My not-so-illegal crime spree at the Dunkin’ Donuts would prove to be my first experience with fast-food apps, convenient tools that allow smartphone users to order food, manage money and access rewards and coupons.
Virtually every fast-food chain has managed to come out with their own app, each with the same basic interface but subtle nuances.
The Wendy’s app, the Dunkin’ Donuts app and the McDonald’s app are all very rewards-focused. The apps draw users in with the free food and perks that they immediately offer and then coerce patrons into buying more specific menu items so they can gain rewards and ultimately spend less money.
Not all of the apps necessarily provide discounts, though; the Subway, Chick-fil-A and Taco Bell apps focus more on getting the user to the nearest restaurant by allowing him or her to order food before getting to the store.
The idea of ordering fast food in advance, especially when it’s only for one person, seems to defeat the purpose of the restaurant itself. How much faster could ordering it with the app possibly be? Who has such a tight schedule that they have to order their food in advance instead of waiting two minutes in a drive-thru?
Regardless of the fact that preordering something that takes approximately a millisecond to make (and by “make,” I mean heat up and throw in a bag) is a bit absurd, many fast food apps can still prove to be helpful little companions.
Your friends may poke fun at the fact that your phone looks more like a mall food court than a cellular device, but can these friends get you a dollar off any egg white veggie flatbread? I think not.
