Waze, arguably one of the most significant and popular GPS navigation platforms worldwide, has continued to evolve their consumer value proposition beyond directions. Within last 12 months, we have a massive acceleration of local advertising and offers embedded within the experience. It appears now they are moving to make these actionable with an order ahead function.
This week, Waze will introduce a pilot with Dunkin Donuts allowing users to order their coffee ahead, based on their location. While using the device, consumers will be presented with a coffee offer it real time, based on their location, that they can simply tap to order ahead. Waze will then an order to Dunkin with estimated arrival time for a grab and go experience. Consumers will have to be enrolled in Dunkin’s mobile application for payment management but will not be required to use the DD app for purchasing. What’s powerful here is Waze as a logistics platform partner for Dunkin and how they become a sales and marketing, plus logistical partner (think Uber.) You can easily see how this could expand into other QSR restaurants, parking spaces, and convenience stores.
This is reinforces the power of platforms and they attempt to drive greater value through simplicity and convenience. Imagine an app that helps you efficiently navigate the world to save you time, enables you to buy goods you need along the way and helps to manage logistics for millions of retailers connected to the network.