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Dining Insights in a World Gone Mobile

Great food alone doesn’t cut it anymore in the world of smartphones. Today’s customers want a total dining experience. And they’re holding all the power.

Armed with mobile apps, consumers routinely make reservations, browse menus and study nutritional information before they even enter your establishment. What once were innovative novelties are now the price of entry for staying competitive.

Forbes recently shared three digital trends impacting dining. Having a handle on these trends can help keep you one step ahead in all aspects of your business.

Mobile orders are hot, hot, hot. The onsite experience is just part of the equation. With Business Insider Intelligence projecting that orders placed via smartphones will make up more than 10% of all QSR sales by 2020,1 it’s imperative you make your carry-out and delivery business as seamless as dine-in. Consider ways to simplify your reservation process—as well as offering free wi-fi for social media check-ins—to ensure you’re heightening the mobile experience for your valued customers.

Digital dealio. 90% of diners have looked for restaurant deals on their mobile devices, according to a recent study by RetailMeNot.1 And 80% of dining customers are willing to try a new restaurant if it’s offering a deal.1 Using mobile apps to earn loyalty points and rewards are also on the rise—especially ones that incent diners to return to restaurants to unlock greater deals. Think about offering a loyalty program, or new food and dining content on your mobile platforms, to be top-of-mind when diners are ready to order.

The device that inspires. 37% of mobile diners report researching new restaurants on their mobile devices.1 With the continued popularity of restaurant review aggregators like Yelp—plus the explosion of food-delivery apps like DoorDash and UberEats—a presence on apps is increasingly important for attracting new customers and creating loyalty among guests.

How does your operation stack up in the mobile world? Are you maximizing your digital reach through specials, LTOs and social media content? Share your experiences below.

1 Jones, Michael, “Good Food Is Not Enough: 3 Dining Trends for the Digital Age,” Forbes, May 18, 2016, http://www.forbes.com/sites/michaeljones/2016/05/18/good-food-is-not-enough-mobile-diners/#59dbac81476f 

Topics: Trends, Promotions, Mobile, Takeout, Delivery, Social Media, Foodservice Industry

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