Dive Brief:
- Pilot has introduced mobile ordering and updated its app and website in a refresh of its digital experience, the company announced on Tuesday.
- The order-ahead technology is currently available in select markets in states including Texas, Tennessee, South Carolina and Virginia and is expected to be in nearly 400 of Pilot’s more than 900 travel centers in the U.S. and Canada by the end of the year.
- Pilot’s announcement follows TravelCenters of America introducing ordering kiosks to its Popeyes locations and Love’s Travel Stops & Country Stores making several foodservice technology upgrades for multiple QSRs.
Dive Insight:
With costs rising and labor retention still a thorn in retailer’s sides, travel center retailers like Pilot are turning to mobile ordering, kiosks and other labor-saving technology in an effort improve the ordering experience without burdening employees.
The order ahead option is available through the Pilot app, and gives customers access to a menu of more than 100 items, including hot foods and grab-and-go offerings. Customers are alerted when their orders are ready for pickup. Digital orders can also be used to earn loyalty points.
The technology will initially only be available in the U.S. While customers cannot order from Pilot’s QSR partners through this initiative, they can choose form a selection of food items like pizza and chicken, salads and fruit cups, along with snacks, candy and some truck and automotive items.
Along with the addition of order ahead, Pilot has renamed its MyRewards Plus app to the Pilot app. Professional drivers in Canada can now also earn PushForPoints rewards through the app for the first time.
Finally, Pilot has updated its website, PilotCompany.com, with a new look and a more intuitive user experience. Customers can also access the new order-ahead capabilities, as well as shower and parking reservations, through the website.
While Pilot has added ordering ahead and TA is installing digital kiosks where people can order food, Love’s is doing both. It’s bringing kiosks to all 112 of its Arby’s restaurants and added order-ahead tech to all of its more than 130 Carl’s Jr. locations, and plans to roll it out at Hardee’s locations by the end of Q3, with Bojangles and Taco John’s QSRs expected to follow.
Editor’s note: This story has been updated with additional information from Pilot.
