Where is Mobile Ordering Going?
International food giants like Starbucks, Domino's and McDonald's have already invested millions into the mobile ordering industry.
There is no doubt that the mobile ordering industry has exploded over the last few years. The current convenience driven generation demands seamless transactions in order to maximise their lunch hour and spend more time doing things they love.
People Want to Order on Their Mobile
For the consumer there are three key advantages:
Time is in high demand. Work life balance is declining. Young people are working longer hours. People want the option to spend their precious lunch time minutes and coffee breaks with their coworkers relaxing rather than queueing.
People are finished with cash. They're already familiar with hailing taxis in a few taps, or ordering groceries on an app. The next evolution is breakfast, lunch and dinner at their fingertips.
People crave convenient solutions for repetitive tasks. A mobile marketplace for their breakfast and lunch is the next step up from menu browsing. They want a tailored digital menu that remembers their favourite orders and suggests new things to try. Convenience is key in a hectic era.
Restaurants Should Embrace Mobile Ordering
Mobile ordering is the solution to three big problems:
Increased order sizes
Acquiring New Customers
Physical queues are a visual deterrent. Decreasing those queues opens your store up to new footfall. Moving existing users to a virtual queue massively increases the chances of a new customer walking in to check out the menu.
A digital store-front also opens up new marketing capabilities. Online menus have been around for years, but converting views into orders is still a problem. With a digital menu, and the right marketing strategy, attracting new customers can be close to automated.
Retaining What You've Got
Loyal customers want to order their favourites on their own time. Whether it's on the walk in to work, or at 12:15 every weekday. Customers also want to maximise their free time, enjoying their sandwich in the sun, or coffee with their colleagues. Queueing is not how most people want to spend their time at lunch.
Having access to your store in their pocket naturally leads to more frequent orders. Combining this with a convenient loyalty campaign has been proven to convert customers into daily "breakfast, lunch, and coffee" customers 5-days a week.
Maximising Order Size
The longer the wait = The less likely ordered
Grabbing a quick morning scone on the way to work instead of the hot breakfast and coffee is an obvious decision when you're short on time. The same applies at lunch, you order your sandwich, but don't have time to queue again for a coffee.
Picture the alternative: You empower your customers with the ability to order from where ever they are.
They want that egg pot and the cappuccino bagged-up as soon as they arrive in the morning. They want that sandwich, soup, and a coffee with all the extras, and still make it back to the office in time. Customers want to splurge on food and coffee, but are often left with the no choice.
The increase in Quick Service Restaurants (QSR) is a clear indication that customers are going for the faster options due to time restraints, rather than financial reasons. Giving your customers that ability to wait remotely will naturally lead to them ordering whatever they want!