Juicier burgers, crispier fries: Woosmap transforms fast food with location technology

Other than transitioning from drive-ins to drive-thrus, the fast food industry has largely remained unchanged since the 1950s — until the pandemic struck.

“COVID-19 closed 100% of the dine-in spaces, but there was still a demand for hot, fresh food,” said Jean-Thomas Rouzin, CEO of Woosmap, a geolocation platform headquartered in France. “The sector pivoted to a delivery model — but when the pandemic was over customers had changed forever.”

Today, the thought of staying six feet apart feels like a dystopian fever dream. On windows and sidewalks, peeling social distancing stickers serve as faded reminders of the clutch COVID-19 had on all of us. But the pandemic also accelerated our acceptance of digitization, on both sides of the food counter.

Tech-driven improvements, such as digital menu boards and self-service kiosks, have enhanced the customer experience and boosted efficiency. To offset the significant drop in revenue from fewer dine-in customers, quick service restaurants (QSRs) have focused on optimizing delivery and curbside pickup services.

Working with major fast-food chains and supermarkets across France, Woosmap has developed a geofencing SDK that companies can integrate into their mobile click-and-collect app.

“We are able to track the location of the user in the background, but because of privacy concerns we ensure the data stays on their mobile,” said Rouzin. “No personal data goes onto our servers. That is a strong feature and key differentiator from what is available elsewhere on the market.

Once the customer has selected their take-out order, they can send it to the location closest to their current position for pick-up. Next, Woosmap’s algorithm uses HERE Real-Time Traffic to calculate their estimated time of arrival while they are on the go.

“HERE Real-Time Traffic allows us to generate a very accurate ETA,” said Rouzin. “When they are five minutes away from the restaurant, our tech sends a notification to the kitchen to start preparing the food.” The meal is then hand-delivered to the customer in a designated parking bay, resulting in hotter meals and quicker service.

Just as the pandemic forced fast-food chains to adapt their service model, the click-and-collect offering has also allowed them to reconfigure their restaurants. The uptake of ordering via an app means that fewer self-service kiosks are needed and can be replaced with more seating. Drive-thru lanes take up valuable real estate – in some locations, these have been replaced with more click-and-collect parking bays instead, increasing efficiency.

It has been such a success, that Woosmap is currently expanding its offering to multiple fast-food chains, restaurants and supermarkets across Europe and North America.

But perhaps the best review of all was also the most unexpected. “My daughter called me to tell me about this new click-and-collect service,” chuckled Rouzin. “She said: ‘Dad! All my friends are using it. We order our food online and the restaurant has it ready for us when we arrive — I’m so happy we never have to line up again.”

“When I told her that Woosmap was behind it, she was really in awe,” smiled Rouzin. “For an entrepreneur, that is the best gift.”