I bought fast food for a group of people last night. The menu pricing was significantly higher than ordering through the app, which also allowed me to attach a digital coupon.
The pricing within the app is what I would expect to pay, or what I believe is “fair” or “reasonable” for chicken nuggets, French fries, and cheeseburgers.
On the other hand, I have cut my fast food consumption by at least half over the last few years because the published menu prices have skyrocketed.
What possible benefit would a fast food restaurant derive from publishing high prices to the casual customer and drastically reducing them within the app?
They have to be realizing a net loss of customers with this model, right?
In: Economics
Welcome to the world of Big Data.
Fastfood apps are perfectly designed to track and analyze your dining and spending habits and target you directly to build loyalty and keep you coming back to their store(s).
-once the app is on your phone they can send you a push notification every day at 449pm because you sometimes order from them at 5pm
-depending on the app, you may have granted them access to your contacts, so guess who is gonna get an email or text message
It goes on and on, installing the app gives them more intel on you than you might ever imagine. Giving you a 10% discount is peanuts compared to the value of that information.
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