ATLANTA — Chick-fil-A is eliminating the need to stand in line or place an order at the counter of its restaurants. The chicken chain is introducing dine-in mobile ordering, an option via the Chick-fil-A app that allows customers to order from a table in the restaurant.
To use the dine-in mobile ordering platform, customers simply place a “dine-in” order on the mobile app, find a table in the Chick-fil-A dining room or patio and then tap their phone to the table number. When the customers’ food is ready, a Chick-fil-A employee delivers the meal to the table. Additionally, customers may use the new ordering feature to order additional menu items during or after their meal without leaving the table.
Chick-fil-A integrated Near Field Communication technology into its table numbers, which enables customers to tap their phones on the table number to check in.
“So many of our customers’ busy lives and commitments have them strapped for time,” said Khalilah Cooper, director of service and hospitality for Chick-fil-A. “Dine-in mobile ordering is one way we can help them get a quick, yet high quality meal. This technology will be particularly helpful for busy parents who can now head straight into the restaurant and have their meal brought to their table at their convenience, without waiting in line.”
Chick-fil-A began testing dine-in mobile ordering in 2018 at 80 restaurants in Tampa, Fla.; Nashville, Tenn.; Seattle; San Francisco and Silicon Valley, Calif. Internal Chick-fil-A research said 92% of customers surveyed who used dine-in mobile ordering found the feature appealing due to ease and convenience, Chick-fil-A said.
“As we continue to grow and evolve Chick-fil-A’s digital experience, we’re focused on how the design of the physical restaurant environment can make the ordering and meal fulfillment journey even more seamless and enjoyable for our guests,” Ms. Cooper said.
Customers may order from the full Chick-fil-A menu via dine-in mobile ordering and will receive points toward rewards in the app. The restaurant chain will continue to take orders at the front counter and drive thru alongside the new ordering platform