There’s a race to win the morning, and right now Dunkin’ Donuts is playing catch-up.
Part of the company’s strategy? Curbside delivery.
In an attempt to gain traction against competitors such as Starbucks, the Canton, Massachusetts company said Thursday (April 28) that it will begin sending employees out of the store to hand deliver pre-ordered coffees and breakfast sandwiches.
The introduction of curbside goes hand-in-hand with the release of the company’s new “on-the-go” app (soon to launch for New York City), which allows customers to place orders, pay in advance and skip the lines in stores. Starbucks took its own mobile app for pre-ordering and paying for food and drinks nationwide in September 2015.
“Our goal is to eventually link the on-the-go and delivery architecture,” said Dunkin’ Donuts CEO Nigel Travis during a call with investors. “Consumers are increasingly demanding convenience and we are challenging ourselves to be a leader in this area.”
Whether that strategy will close the gap between Dunkin’ and its competitors remains to be seen. Company leadership hopes closing the consumer gap with tighten one with investors on Wall Street.