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    Wawa Expands Mobile Ordering

    The pilot allows customers to order food via text messages, and is rolling out the program to six more locations.

    PHILADELPHIA -- Wawa Inc. is expanding its pilot of a new service that allows customers to pre-order food through text messages or online. The service, which was launched in two Malvern, Pa., locations earlier this year, was recently rolled out to six additional stores here, QSR magazine reported.

    The program, in partnership with GoMobo, a supplier of mobile payment technology, provides customers with the ability to place a Wawa order over the Internet or through cell phone text-messaging, pre-pay and have the payment processed automatically, then pick up the order at the store without waiting in line, the report stated.

    "As the first convenience and food retailer in our market to provide this service, we look forward to bringing this cutting edge convenience into the lives of our extremely busy customers," Howard Stoeckel, Wawa president and CEO, told the magazine. "We are committed to constantly reinventing and redefining convenience in our quest to simplify the lives of our customers. Not only does this new service make ordering food faster and more efficient than ever, but it caters to all people of all ages, whether you're an office worker placing you order on the Web, or a student sending an order via text. This is truly a universally convenient technology."

    Of the customers surveyed by Wawa, 89 percent responded that using GoMobo makes their visit take much less time, and 99 percent of users said they definitely or probably will use it in the future, according to the report.

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