Google recently stepped up their focus on retail food service which indicates their focus on the restaurant industry, but also highlights the changes in the connected vehicle industry. The company recently announced that restaurant orders can be placed through their existing services like Google Search, Assistant, and Maps.
By teaming up with delivery platforms, customers can order food without needing to have any other app on their phone. By selecting the "Order Online" button on supported businesses they can order food, select delivery or pickup, and choose which delivery platform will bring them their good. For the businesses teamed with Google they can accept payment through Google Pay.
Food Retail Innovation
These new options come as mobile efforts become more important for food and delivery platforms. This is especially important within the QSR portion of the industry.
Shake Shack is a QSR operator that is trying to push into the online mobile space mostly because much of their consumer base already uses online and mobile services. The company updated their mobile app which increased consumer traffic by 1.6% and is currently working on building up their delivery services as well.
The PYMNTS Restaurant Readiness Index also found that Google's new focus could find a lot of promise. They've found that around 65% of QSR managers want to use mobile apps to deliver to customers, and 92% of consumers have a positive view of mobile app orders.
Connected Vehicle Ecosystem
These new services provided by Google also reveals how the connected car industry can help bring mobile connectivity, payments, and other services together. Another PYMNTS report revealed just how much this new market could grow. Last year drivers spent around $62.3 billion on gas and connected cars could help facilitate mobile gas payments. This would just be a larger part of other connected services like navigation, discounts, and loyalty programs all tied around gas purchases.
Consumers also spend around $47.2 billion on food, $43.9 billion on groceries, and $5.8 billion on parking services, which all could be serves by connected cars since they all require the connection between cars, retail, payments, and mobile services.
PYMNTS also found that 64% of drivers already have mobile apps that help them buy things and 38.5% of payments made during drives are done through mobile apps, primarily used for coffee or food.
“More than half of all connected commuters who ordered coffee for pickup at a drive-thru used apps to pay (54.1 percent), while slightly fewer commuters (48.8 percent) who ordered coffee near their workplace[s] to pick up [did] the same,” the report found.
All of these results reveal that Google's new efforts could turn out to be a very good choice.