Ordering could also take place through social media and messaging apps.

Digital ordering has played a big part in improving ordering for fast food restaurants. Yum! Brands, the parent company of KFC, Taco Bell, Pizza Hut, and The Habit Burger Grill is about to make it even easier. The company has just acquired an Israeli technology company called Tictuk Technologies Ltd. that designs that merges social media and messaging with foodservice commerce. The new technology will allow customers of Yum! Brands restaurants to order food by simply sending a text.

As a result of the pandemic, restaurants have invested in online ordering systems and redesigned stores to add lanes for curbside pickup and delivery drivers. Restaurants have online ordering apps that are integrated with mobile devices to make it easy for customers to order and pay without constantly reentering payment and personal information. The ability to text an order would eliminate the need to use an app and possibly make the process quicker.

“The right technologies will allow us to better serve customers with the best offer and delicious food in a way that’s most convenient for them,” said Chris Turner, Chief Financial Officer, Yum! Brands. “We’re excited about the opportunity Tictuk presents, as their solution delivers high impact by enabling our brands to achieve a truly omnichannel presence and provide frictionless ordering for customers in just a few clicks.”

Taco Bell drive thru lane

Courtesy of Taco Bell

Yum! Brands experienced a 45 percent increase in digital ordering in 2020 and expect that trend to continue. Tictuk ordering platforms are already in use at 900 KFC, Taco Bell, and Pizza Hut stores outside of the U.S. The company’s technology will be integrated for use in KFC, Taco Bell, Pizza Hut, and the recently acquired The Habit Burger Grill stores across North America.