Dive Brief:
- GoTo Foods has partnered with DoorDash to offer drone delivery in Frisco, Fort Worth and Plano, Texas, according to a Monday press release.
- Wing will provide drone delivery from participating brands, including Auntie Anne’s, Jamba, McAlister’s Deli and Schlotzsky’s.
- GoTo Foods claims to be one of the first national restaurant companies to offer drone delivery from multiple brands. Currently, drone delivery is typically limited to specific markets or tied to a shopping center.
Dive Insight:
GoTo Foods’ launch of drone delivery is part of its plan to accelerate its “digital-first, off-premise future,” the company said in the press release. The company also is building on its brand evolution strategy, which includes new store formats, new brand experiences and tech-forward stores designed to better meet the needs of Gen Z consumers. GoTo Foods has leaned heavily on its co-branding strategy as well, creating Cinnabon Swirl as a co-branded Cinnabon and Carvel outlet.
“Today’s consumer expects brands to meet them where they are, on their terms and that's exactly why we’re modernizing through convenience and personalized experiences,” Kieran Donahue, chief commercial officer at GoTo Foods, said in a statement.
GoTo Foods originally piloted the service in June and saw strong early results and improved delivery speed, the company said. It is also testing further to improve the experience. Drone delivery could help the company extend its reach in high-growth suburban markets and extend beyond its mall locations.
The service is available to customers living within four miles of participating restaurants for select orders. Customers use the DoorDash app to order, and drone deliveries typically arrive within 20 minutes, Kent Ferguson, head of partnerships at Wing, said in a statement.
DoorDash also has been expanding the reach of its drone delivery operations, adding the service from a mall in Charlotte, South Carolina, earlier this year with Wing. It also offers drone delivery through a partnership with Flytrex in the Dallas-Fort Worth area.