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Panera is working with Adobe to improve roadside collection and mobile ordering through its app, the companies said. Customers can order in the app or at kiosks in stores.
Panera and Adobe Pickup, so what’s the real story?
According to Panera, its loyalty program has 40 million users and Adobe will be the key to connecting customers through the website, app and in-store orders. Adobe will collect data to get a “more comprehensive view of the customer journey,” Panera said in a statement. The platform can be updated in real time to better address areas where customers are struggling and intelligently suggest re-ordering the same items or pick-up options.
Personalization like this has spread to fast food restaurants in recent years, along with the advent of drive-thru and roadside pickup. Starbucks, where 80% of all orders were on the way before the pandemic, has been using personalized order options for years. In 2015, the company began rolling out Deep Brew AI on digital drive-thru screens that recommend orders based on time of day and weather. The screens can now be found in 3,800 branches.
As of August 2020, Panera had Drive-Thru’s in around half of its 2,000 locations. “I firmly believe that Drive-Thrus will continue to be very important,” CEO Niren Chaudhary told Insider at the time.
Pick-up and drive-through orders both rose high double digits, Panera’s chief brand and concept officer Eduardo Luz told Business Insider in October.
Panera also started picking up from the roadside in May 2020 when restaurant chains began to realize that dining rooms could be closed for the foreseeable future. The chain even added grocery collection when supply chain disruptions made certain groceries difficult to find.
Panera’s new roadside service uses geofencing, a technology that notifies the restaurant when a customer is within range so they can deliver their order. The technology has exploded with the advent of the curb and is used by big brands like Walmart, Target, and Chick-fil-A. Partnering with Adobe will allow Panera to use this information to make better recommendations.
“As we roll out new features, our partnership with Adobe Experience Cloud will give us an accurate picture of the
Customer journeys and enable us to orchestrate great experiences in the moments when it matters most, “said SVP and Chief Digital Officer George Hanson in a statement.
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