Following Domino’s and Pizza Hut, Denny’s is the latest quick-service restaurant brand to embrace mobile ordering as the fast-food chain announced support for 24/7 mobile ordering and delivery service. Partnering with digital ordering provider Olo, the new Denny’s on Demand service is accessible via its revamped mobile app and Direct Messages on Twitter. In the case of Twitter DM, Denny’s created a menu-guided conversational experience to take orders and complete purchases. The company says it is also working on a Facebook chatbot to take mobile orders as well.
What Brands Need To Do
Adopting a conversational design for its mobile ordering service is a smart move on Denny’s part, as it vastly improves the dull experience that traditional food ordering on mobile presents, while also giving brands more wiggle room to plug their latest promotions and bundle deals. According to eMarketer’s forecast, the number of messaging app users worldwide will reach 2 billion by 2018, which will be 80% of smartphone users. More brands should consider adopting a conversational design for their mobile initiatives to provide a more engaging and user-friendly customer experience.
How We Can Help
The Lab has extensive experience in building chatbots to reach consumers on messaging interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The NiroBot we built in collaboration with Ansible for Kia is a good example of how Dialogue can help brands build a conversational customer experience, supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.
If you’d like to learn more about how to effectively reach consumers on conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Barrett (firstname.lastname@example.org) to schedule a visit to the Lab.