Dunkin’ Donuts and Seamless are aiming to order in more mobile sales by integrating with Google Wallet as a mobile payment option for Android users, proving that food and beverage marketers must offer mcommerce solutions for consumers of both iOS and Android platforms.

Dunkin’ Donuts consumers will be able to load their virtual Dunkin’ Donuts Cards into the brand’s mobile application using Google Wallet, enabling them to pay for treats quickly via their Android devices. Meanwhile, Seamless is rolling out the payment option for New York City residents, with plans to introduce Google Wallet to all consumers, as well as GrubHub’s customers, in the near future.

“We’re constantly looking for ways to improve our products and user experience across platforms – and the Google Wallet roll-out is a great example of this practice in action,” said Allie Mack, a spokeswoman for GrubHub, Inc., Chicago, IL. “We want to allow diners to pay for their next great meal in whatever way they find most convenient — whether via cash, credit, PayPal and now, Google Wallet.”

All-inclusive payments
It is paramount that brands, especially those in the food and beverage sector, ensure that their mobile payment options are all-inclusive for all consumers and offer features for both iOS and Android platforms. As the Apple Watch gears up to hit stores, marketers should remember not to alienate Android customers.

Seamless is slowly beginning to introduce the feature to New York City customers within its branded app, which enables users to order food delivery from hundreds of local restaurants and eateries.

While the payment option is only available for a subset of its consumers, Seamless is planning on rolling out the feature nationwide in the near future, as well as offering it to users of GrubHub, its parent company.

“With this new offering, we’re focused on bringing our diners a new, convenient and secure payment option that makes it even easier to order the great local takeout food they love via mobile,” Ms. Mack said.

Dunkin’ expanding mobile
Dunkin’ Donuts’ decision to integrate Google Wallet for Android users points to the brand’s continued focus of raising the bar for mobile in the food and beverage industry. Consumers will now be able to experience streamlined and faster checkout in-store or within the mobile app by clicking the “Buy with Google” button.

“Mobile has been an extremely powerful marketing tool for us, and will continue to be an important part of our overall marketing efforts in the future,” said Scott Hudler, vice president of global consumer engagement at Dunkin’ Brands, Boston, MA.

“As we continue to push more into the mobile space from both a payment and guest experience standpoint, we will continue to seek out ways to enhance their mobile experiences and our mobile app, and will continue to provide our guests with even more convenience.”

Dunkin’ has also employed mobile games to attract users in select markets. The brand offered mobile device users in participating cities the opportunity to play a Valentine’s Day-themed instant win game with a myriad of prizes and drive enrollment in its DD Perks mobile loyalty program (see story).

Ultimately, as mobile ordering becomes more commonplace, food marketers must ramp up their payment solutions and ensure that all users are able to pay easily, especially as the sector becomes even more crowded.

“Mobile strategy is a priority for both GrubHub and Seamless brands,” Ms. Mack said. “In fact, more than 50 percent of our orders are now placed through a mobile device.

“Diners use GrubHub and Seamless because we save them time, our platforms are easy to use, and we offer diverse food options and discovery functions on hyper-local levels. Our focus on mobile allows us to take these benefits to the next level.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York