Some might think that the prospect of a donut is really its own reward, but Krispy Kreme is out to sweeten the pot more than it already is, thanks to a new mobile rewards program.

Backed up by the NCR Engage Mobile platform, the new program should give Krispy Kreme a whole new weapon to compete in the tightly-packed breakfast market.

Users will turn to the Krispy Kreme Rewards app for said rewards, where they will be able to engage a host of services including marking and finding locations, and getting notifications via the “Hot Now” light, the universal signal to Krispy Kreme enthusiasts that the donuts are fresh out of the oven. Krispy Kreme has been testing this solution at various locations, but by the end of the year—now just under a month away—all users should be able to get in on the Krispy Kreme joy.

The combination of the Krispy Kreme app and two features from NCR—not just NCR Engage Mobile but also the NCR Aloha point of sale (PoS) system—gives users the power to get details about Krispy Kremem offers, pay from apps, and earn points for every dollar spent on that sweet glazed joy. Several offers will be on hand to exchange for those points, and a special birthday surprise will also be in play as Krispy Kreme celebrates with you.

NCR Hospitality’s president, Paul Langenbahn, offered up some comment as to why Krispy Kreme turned to NCR, noting that those restaurants that aren’t actively chasing the “omnichannel consumer engagement” that customers want—which is really just a marketing-speak way of saying “being available on all the platforms customers want, whether it’s Web, mobile, or physical store”—stand a real chance of being left behind amid all the companies that will.

Indeed, we’ve already seen Dunkin Donuts rush to get an app in play so that it can better compete with Starbucks and the growing numbers of fast food emporiums turning to breakfast like Taco Bell.

For Krispy Kreme to not have a similar mechanism afoot would leave it trailing its competitors, and that’s not a position most businesses in highly-competitive markets want to be in. There are a lot of options for those seeking a quick breakfast on the way into work these days, including some options that wouldn’t ordinarily be considered.

That does contribute to a market with plenty of product diversity, though; anyone who actually wants a breakfast taco from Taco Bell comprised of a waffle stuffed with scrambled eggs can get hands on it. That also makes for a market in which it’s difficult to differentiate; anyone who, for whatever reason, can’t get a hold on a Krispy Kreme donut can easily find replacements from any of several other roughly equivalent options.

Therefore, Krispy Kreme has to keep up with its competitors at the very least, and work to be the first to the market with new innovations that others must imitate in order to hold out. This is evidence enough of that.

Still, for Krispy Kreme users eager for a bit of convenience and technological advancement, the new mobile app should provide plenty of value. The included freebies on a birthday can’t hurt either, and should help keep Krispy Kreme a go-to source for quick tasty breakfasts and assorted snacks for some time to come.