You can’t download your dinner, but you will order food, pay checks, and do much more with your smartphone. That is one of the conclusions of Datacomm Research Company’s new 118-page study, Good Food and Drink and Connected Technology, 2014-2019.
“The restaurant business is going digital,” said David Strom, co-author of the report. “Online ordering is generating billions of dollars of business for chains including Pizza Hut, Domino’s, and Papa John’s. Mobile payments account for a significant percentage of Starbucks’ revenue. A growing number of restaurant chains offer electronic gift cards and rewards. And chains such as Chili’s and Applebee’s are deploying tablet computers to all of their tables,” he added.
“The top restaurant chains’ use of connected technology is an important case study for the entire retail industry,” said Ira Brodsky, the report’s second author. “It’s increasingly clear that in order to prosper bricks-and-mortar, retailers must enhance their online presence and online retailers must enhance their physical presence. Integrated marketing is more ongoing and powerful.”
The new Datacomm Research study takes an in-depth look at how restaurant chains are using websites, social media, mobile apps, and self-service tablets to deliver superior customer experiences. The report examines dozens of the top restaurant chains, identifying some of the best and worst examples of how they are using consumer-facing connected technology. The authors make specific recommendations about using digital marketing tools to increase sales, customer retention, and operating efficiency.
Good Food and Drink and Connected Technology, 2014-2019 includes an Executive Summary describing how connected technology is changing the restaurant industry and ultimately all retailing, and forecasting revenue from online ordering, mobile payments, and digital gift and reward cards through 2019. There are chapters on restaurant business trends, website designs, social media engagement, mobile apps, and digital tools for customer interaction. The final chapter profiles nearly 50 technology solution providers—from Altametrics to Ziosk. The report contains 49 tables and figures.
Additional conclusions contained in the report include:
- Consumer-facing connected technology is taking off in the restaurant chain business. Revenue from online ordering, digital gift and loyalty cards, and mobile payments will soar to $90 billion by 2019. No retailer can afford to ignore this trend.
- The report shows how restaurant chains can improve the information content, functionality, and overall quality of their websites. For instance, responsive web designs enable access from a wide variety of devices. However, restaurant chains must never lose sight of the fact that the best measure of their website is how well it promotes their food and dining experiences.
- Social media is a powerful new channel for interactive advertising and market research. The report explains how restaurant chains can achieve greater success by better allocating social media resources, monitoring how people respond, and fine-tuning their social media programs.
- Most restaurant chain mobile apps don’t work reliably and merely duplicate information and features found on the restaurants’ websites. The report points the way to mobile apps that are better designed, tested, and maintained.