Once opened, the app allows users to find the nearest restaurants accepting the new mobile payment system, which can be enabled through the creation of a Wendy's profile. Unlike the process of mobile payments by other merchants however, a mobile payment at a Wendy's restaurant is processed by showing a cashier a generated six-digit number. According to Wendy's Digital Vice President Brandon Rhoten, this method was enabled to make it more convenient for customers going through pickup windows.
The move reflects a push by fast-food chains to court younger customers by tapping into the attachment they have to their phones.The move comes as a number of other restaurants have begun to implement mobile payment systems, with Chipotle, Domino's Pizza, and Pizza Hut all adding support in their respective apps. Taco Bell announced last month that it would be rolling out its mobile ordering platform nationwide later this year, with Burger King expected to follow suit with its own platform. McDonalds, the world's largest fast food chain, is also expected to launch a mobile payment system sometime in future, with testing currently underway at some of its U.S. locations.
"If they want to come in and give us business, we want to allow them to pay the way they want to pay," Craig Bahner, chief marketing officer for Wendy's, said in a phone interview.
The updated My Wendy's app for iOS devices is available now in the App Store. [Direct Link]