Restaurant customers won't use your app if its missing these 3 things

Restaurants hoping to make their apps addictive to patrons may want to check out a study published this week revealing three ways to make apps as “sticky” to customers as the honey on their breakfast biscuits. Kansas City-based SMG used real-time feedback from more than 16,000 consumers related to their QSR app use and found that the following strategies worked best:

  • Reward often and well: Eighty-three percent of respondents shared that they had at least one QSR app. The main reason cited for downloading the tool was to earn rewards. Additionally, the most favored feature of the app was getting rewards. While ease of use and speed in placing orders help drive app adoption, consumers expect to be rewarded for their brand loyalty.
  • Get it right: Accuracy was cited as the biggest barrier to app adoption and use, according to the responses. Though 91% of respondents said ordering on their app was similar or better than in-person ordering, one-quarter of them said they had experienced app order accuracy issues.
  • Sound strategy = better app use:About 40% of respondents reported that they had deleted an app in the past 30 days, with 49% of those saying they just didn’t use it enough and 33% said order inaccuracy or app tech issues turned them off of continued use. And they’re not forgiving either, with 40% saying they wouldn’t use it again in the next 12 months. SMG said this points to the need for a sound app strategy as a foundation for a successful and seamless app.

“As digital usage continues to increase across the restaurant industry, brands need to strive to deliver a digital experience that’s on par with or better than the in-person ordering experience,” Paul Tiedt, SMG senior vice president of Research, said in the release.
“While ease of use and convenience are essential, what helps the top-performing branded apps stand apart is order accuracy and loyalty rewards.”

SMG works with approximately 500 restaurant brands to provide loyalty and business insights that enhance the customer experience and improve sales.