Deciding whether to invest in building or upgrading an app can be a tough decision for operators, especially in this me-too time when so many chains have at least some kind of mobile option. But is it always the best move for a brand? The reality is that only a third of restaurants have a smartphone app, according to the National Restaurant Association. Part of the reason some aren’t investing: Consumers are both highly selective and very protective over what’s on their phone—the average person has less than three restaurant apps, finds Deloitte.
Even the biggest brands aren’t sold on apps, and some are pulling back. Chipotle in its latest earnings call detailed a plan to focus its digital ordering instead on a new “mobile-enabled” website. This way, it won’t be competing for smartphone space, but still allows the convenience of ordering via smartphone.
When Restaurant Business conducted a test of 25 restaurant apps, the team was judging overall look, functionality and features. But one arching trend emerged—for them to even consider downloading an app for personal use, it has to add value.
Here are four questions to help judge if an app would be a boon for business.