The Magnolia Bakery now offers an app-based payment service that allows customers to purchase food directly from a smartphone. For many consumers, the speed of service is a top priority when eating out. Many fast casual restaurants have sought to improve wait times by utilizing new technology.
For customers that want to receive their order in as little time as possible, the Magnolia Bakery now offers an app that helps to reduce wait times. The service works by allowing customers to link their debit and credit cards to the new Magnolia Bakery app. When customers arrive, they simply scan their phone to pay for their order. As Magnolia Bakery’s Vice President of Public Relations explains, "the more people are paying with their phones, the quicker they can get through the line." The app-based payment service ultimately makes it faster and more convenient for consumers to eat out.
Beyond simply improving the speed of service, the Magnolia Bakery app also allows consumers to collect rewards and receive updates about new menu items. These additional features help to turn the mobile payment service into an interactive brand platform.