Wendy's preps for mobile ordering, payments and rewards

Wendy's recently installed a mobile point-of-sale system in more than 2,600 locations, helping to drive the chain's movie rewards and mobile ordering programs.

The fast-food burger chain already has mobile ordering in seven Columbus, Ohio, restaurants, according to Mobile Commerce Daily.

Wendy's began accepting mobile payments via its "My Wendy's" smartphone app in March of last year. The fast-food chain is joined by Starbucks (NASDAQ: SBUX), Dunkin Donuts (NASDAQ: DNKN) and Burger King (NYSE: BKW) in the ranks of food chains accepting payments through cell phones.

The retailer plans to enter the Phoenix market later this month.

Last week, Wendy's reported a 1.9 percent rise in sales for the fourth quarter 2014. The results look good up against McDonald's, which recently reported a same-quarter decrease of 1 percent. McDonald's is facing its worst sales slump in a decade and is looking for a turnaround through strategic changes, such as a new organizational structure in the United States in response to what consumers want. Just last week, McDonald's announced a host of key management changes that included the retirement of President and CEO Don Thompson.

Many fast-food chains are suffering as consumer tastes are evolving, but Wendy's is aiming to squash that notion by offering mobile ordering, loyalty pilots and a mobile payments pilot—a combination for attracting younger consumers.

Mobile stands to be part of the brand's transformation and serve as the foundation of future marketing plans. The POS system is scheduled to be installed in every North American location by the end of 2016.

*This story originally appeared in FierceMobileRetail's sister publication, FierceRetail.

For more:
-See this Mobile Commerce Daily article

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