Chick-Fil-A eliminates lines with new mobile service

A fast-casual chicken chain is rolling out a new in-store mobile ordering feature.

Chick-Fil-A is introducing “dine-in mobile ordering.” This new ordering option enables customers to order from a table in the restaurant via the Chick-Fil-A app and have it delivered directly to their table, eliminating the need to stand in line or place an order at the counter.

Dine-in mobile ordering works in three steps: Placing a “dine-in” order via the mobile app; finding a table in the Chick-Fil-A dining room or patio and tapping a smartphone to a table number; and a store associate bringing the meal to the customer’s table using their table number.

Chick-Fil-A has integrated near field communication (NFC) technology into the table numbers to enable customers to tap their phone on the table number to check in. Customers can also use the dine-in mobile ordering feature to order additional menu items and have the food delivered to their table.

Customers can order from the full Chick-Fil-A menu with this feature and will receive Chick-Fil-A One points toward rewards with dine-in mobile ordering. Chick-Fil-A restaurants will still continue to take orders at the front counter and drive-thru.

Chick-Fil-A began testing dine-in mobile ordering in 2018 at 80 restaurants in Tampa, Nashville, Seattle, San Francisco, and Silicon Valley. Since the test began, the company says it has received positive feedback from customers, particularly from those with large parties or families with children. Internal Chick-fil-A research indicated that 92% of customers surveyed that used dine-in mobile ordering found the feature appealing due to ease and convenience.

“So many of our customers’ busy lives and commitments have them strapped for time,” said Khalilah Cooper, Chick-Fil-A director, service & hospitality. “Dine-in mobile ordering is one way we can help them get a quick, yet high-quality meal. This technology will be particularly helpful for busy parents who can now head straight into the restaurant and have their meal brought to their table at their convenience, without waiting in line.”

Atlanta-based Chick-Fil-A, Inc. operates more than 2,400 restaurants in 47 states, Washington, D.C., and Canada.

Source: chainstoreage.com