Offers could appear as customers check in to a Sonic stall, or drivers could get an impromptu ping when they drive by a Sonic location, courtesy of GPS-based geofencing capabilities. Sonic will eventually send consumers targeted loyalty offers, based on their purchase history, directly through the mobile app, Dorch says, adding that he and his team are currently evaluating rules engines with which to integrate loyalty rewards. That service stands to get more personal over time - and with the ordering and consumption of many burgers and tater tots. Most order-ahead meals are delivered in two minutes or less once a customer has checked into a stall.
Each stall is equipped with a touchscreen that displays the customer's name and avatar, order status (for example, "in the kitchen"), and the name of the carhop delivering the food.
This is where the personalization aspect comes in.
DOES SONIC CHARGE FOR CARHOP SERVICE DRIVER
Here's how Sonic's order-ahead service works: When a customer orders from the mobile app and pulls into any of the numbered stalls, the driver hits the "check-in" button on the mobile app and types in the stall number so that the carhop knows where the customer is parked. In this regard, Sonic's stalls and assortment of digital tools are a huge asset, enabling the company to create a frictionless, yet personalized service, says Dorch. High volumes have confused employees, which in turn have bogged down services for consumers stuck at the counter who didn't elect to use the mobile ordering option. It's an interesting counter to one of the chief operational bugbears of most quick-service chains' mobile ordering services. "We like to say the customers are first in line, every time," Dorch tells CIO.com. The differentiating factor? People don't get stuck in a line, says Jon Dorch, Sonic's vice president of integrated customer engagement. Sonic earlier this year launched an order-ahead service that enables consumers to place an order through the company's mobile app and pull into any of the 25 to 40 stalls outside the company's 3,600 U.S. Sonic Drive-In is taking a bite out of this challenge by pairing its core assets - drive-in stalls and carhops - with mobile and analytics technologies to build a better digital touchpoint for customers. Reinventing the experience for consumers in the digital age is a daunting evolution for quick-service chains struggling to stay afloat in a sea of similar choices.
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