More Mobile Apps Created for Restaurants

The industry is downloading more applications for smartphones.

May 05, 2010

ARLINGTON, Va. - Smartphone applications have not been widely in use by the restaurant industry until recently, Nation??s Restaurant News reports. However, with online ordering and payment technologies becoming intertwined with mobile apps, restaurants are starting to take notice.

For example, Hans Hess, founder and CEO Elevation Burger, uses a smartphone application as part of the chain??s online and mobile ordering system. With its customers more technologically savvy, it was a good fit.

"It??s pretty much in keeping with our demographic," said Hess. "A fair number of people at our restaurants own iPhones. The more channels you give people to order your product, there??s an intangible that comes with that. Selling burgers is part of it, but the bulk of the motivation is giving guests another alternative for ordering what??s already integrated into their lifestyle."

Mobile apps can create customer loyalty, too, Hess said. "ROI is more of a long-term prospect," he said. "The decision was weighted more in how to serve guests better. I don??t see it as pushing up the average check; it??s visits."

Starbucks Corp. also has been testing its Starbucks Card app that registers users?? loyalty-card numbers to an iPhone application. The app allows users to see balances and receive membership perks.

Read more about how to "Increase Your Mobile (Ability)" in the May issue of NACS Magazine.

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