The Dunkin' Donuts mobile payment app is "a continuing driver of sales" for the company, as more than 3 million customers have downloaded the app through the second quarter of 2013.
Company development and customer use of the Dunkin' mobile should steadily increase, John Costello, president of global marketing and innovation for Dunkin' Brands Group Inc., said in a July 25 conference call to discuss the company's earnings.
"The more we learn about mobile, the better we will get at it," Costello said.
Since the mobile app launched, Dunkin' has concentrated on improving the customer experience and speeding up payments, Costello said.
In addition, the company improved its ability to target individual customers with offers. "We have been able to offer a combination of local and national offers, which helps us in the launch of new products," Costello said.
Dunkin' now offers the application in Spanish, a move that helped increase downloads and "develop deeper relationships with the fastest-growing population segment," Costello said.
Dunkin's next plans to test and roll out mobile loyalty programs, he added.
Dunkin' is testing a different flavor of its mobile app in Seoul, South Korea, said Nigel Travis, chairman and CEO of Dunkin' Brands.
"The mobile app we are testing wakes you up in the morning and displays our breakfast menu and offers right away," Travis said.
The company is also testing a Fresh Brew model of stores that provide free Wi-Fi connections and electrical outlets for computers and smartphones, said Paul Carbone, Dunkin's chief financial officer.
Dunkin' displayed its new concept when opening its 500th store in New York City, a Dunkin' Donuts/Baskin Robbins location near Times Square.
Dunkin Brands reported $128.7 million in revenue for the Dunkin' Donuts U.S. segment for the quarter, or a 4.9% increase over the second quarter of 2012. The U.S. segment reported a $2.9 million decrease in overall profit for the quarter to $87.1 million because of a one-time $7.5 million charge related to a supply-chain cooperative.