Now You Can Order Dunkin’ Donuts Coffee Straight from Waze App

Waze's traffic navigation app has added a new function to its users - placing the order at Dunkin' Donuts. The Google-owned app released the new function on Tuesday and letting drivers place the orders such as coffee or other items for pickup along the way.

Previously, Waze has already shown ads for fast food chains, prodding drivers to swing by. Dunkin' Donuts serves as the first merchant that users could place the order in advance with the app, and Waze intends to add more shops in the nearest future.

According to the head of Waze's business partnership in North America Jordan Grossman, in the future drivers could order ahead for "almost anything" and have ready for pick up. If it goes well with Dunkin' Donuts, drivers could soon be able to order for pizza, fill prescriptions, reserve parking spaces or buying groceries without having to open another app on their smartphones.

It is also revealed that Waze will not make any commission from any sales that Dunkin' Donuts make through the app. Instead, the fast food chain has agreed to increase the advertising fee that it spends on Waze. It is not known, however, the size of the increase that has been agreed on.  

Although Dunkin' Donuts has its own app that let customers place their order ahead, Dunkin' Brands chief digital officer Scott Hudler explained that the collaboration with Waze made sense, since the app involves "ritualistic behavior of driving to work on your daily commute". Hudler also emphasizes that Dunkin' Donuts is a brand that "built on a ritual" as well.  

On the side note, it appears that drivers need to install Dunkin' Donuts app on their smartphone as well before they could use the Waze's new function to order food from the chain's store, but they won't have to open it. Drivers also need to be registered with Dunkin' Donuts customer loyalty program before able to purchase through Waze.