Penn Station Makes Major Updates to Mobile App

In 2016, grilled-sub franchise Penn Station rolled out its first-ever Mobile Application, a major step forward in the brand’s efforts to both increase its off-site ordering options and give consumers another touch point to the brand. In the two years since, Penn Station has released a series of upgrades and new functions to the app, making it one of the brand’s most important tools for both franchisees and customers.

According to Sarah Baker, Penn Station’s Marketing Coordinator, the first iteration of the app was fairly simplistic, intentionally offering only a loyalty program and little else — a far cry from the robust, multi-use platform it is today.

“When it first came out, it was pretty much designed as a loyalty program where customers could get rewards after a certain number of visits,” Baker said. “We’ve since added online ordering, mobile payment, gift cards and a number of other features. We’re also completely overhauling the loyalty component and adding a couple fun new things to engage consumers, like a photo booth.”

The app’s current loyalty program awards surprise prizes, but the new version will use a point system, where points can be redeemed for a rotating menu of rewards. Baker says that system not only gives customers more options, it’s also a more effective marketing strategy, cluing customers into upcoming deals and menu items.

“What’s great about the new loyalty program is that it doesn’t just offer rewards, it offers a VIP treatment and shows off LTOs, new deals and items, which goes a long way to encourage customers to come back more frequently.”

One of the app’s most popular features is online ordering. And not just for customers. Baker says franchisees have found a number of benefits from the feature, including streamlined front-of-house operations, bigger average checks and efficiencies in the payment process for guests and employees alike. 

“Franchisees were a little cautious of online ordering when we first introduced it,” Baker said. “Once they tried it, they loved it. Now everyone is singing its praises. It’s freed up manpower, has taken some of the burden off cashiers, reduced customizations in sandwiches, and because people tend to order more when they are scrolling through a menu on their phone, it’s increased the average check size.”

Online ordering has also reduced the number of phone orders that come into stores, something Baker says has been a big relief for Penn Station’s customer service employees.

“The reduction in phone orders is great for our people because it allows them to be face to face with customers without being interrupted by calls, and they don’t have to put people on hold during busy periods,” she said.

Baker says the mobile app is just a part of the franchise’s larger strategy to meet the demand for off-site ordering options.

“We’ve found that our carry-out ratio is very high, and we’re always trying to make ourselves more available to customers,” she said. “Particularly for work lunches, people are looking for easy, accessible options these days, and we’re taking strides to make sure that we are the best possible option for our customers.”

Increasing and upgrading the brand’s off-site ordering options is an ongoing project for Penn Station, one that Baker says requires a lot of work.

“This is a daily concern for us,” she said. “Working on our off-site options is one of the most important things we do for our customers, our franchisees and the business at large. Our customers love our product, but it’s up to us to make sure it’s always quick and easy to get.”