Restaurant Franchise Brands Embracing Mobile Apps

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CHERRY HILL, N.J. — Mobile-technology development and integration is a top priority for restaurant franchise owners and franchisors, according to a survey conducted by TD Bank.

At the 2017 Restaurant Finance and Development Conference in Las Vegas, more than half (59 per cent) of those surveyed plan to integrate smartphone/tablet apps and/or mobile ordering, or develop a mobile app in 2018.

The TD survey polled franchise owners and operators of quick-service and fast-casual restaurant brands. Fifty-four per cent of respondents own or operate stores that are part of a major national brand and 44 per cent stated they own 25 or more restaurant locations.

When asked how mobile ordering has specifically influenced their restaurants, respondents cited it could:

• Help expand their customer base (55 per cent)
• Eliminate the need to hire more staff (16 per cent)
• Speed up the food preparation, cooking and delivery process (15 per cent)

“In addition to the back-end benefits, mobile apps provide an opportunity for restaurants to communicate with customers in new ways by offering customized service and incentives that provide a more seamless experience and help encourage needed repeat business,” says Mark Wasilefsky, head of Restaurant Franchise Financing Group at TD Bank. “We live in a mobile society in which consumers expect ordering food ― like any product ― should be quick and easy. Smart franchise owners will take advantage of the latest technology to reach customers through their devices.”

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