Mobile Apps Offer Restaurants, Food Brands Marketing Opportunity

Pizza-Delivery-A2As with other industries, the app-driven mobile Web is presenting new opportunities and challenges for food brands.
 
In fact, half of media-savvy mobile users now have at least one restaurant-specific app on their devices, according to new survey-based research from the Interactive Advertising Bureau in partnership with social TV rewards startup Viggle.
 
Like an online bookmark on steroids, apps are attractive to brands because they create a direct link between their services and consumers’ smartphones.   
 
Fortunately for food brands with fewer app users, however, mobile consumers show a strong taste for discovery.    
 
Indeed, 55% of survey respondents say they have at least one “multi-restaurant” app on their phones -- with Yelp the most popular at 37%, followed by Urbanspoon (24%) and Zagat (9%).
 
What’s more, 44% of survey respondents report regularly using their smartphones or tablets to search for restaurant phone numbers; 39% do so to check out menus; while 38% use their gadgets to search for restaurant locations.
 
“This research highlights the fact that the mobile Internet is increasingly becoming a vital tool to help consumers navigate their everyday lives -- even when it comes to simple tasks, such as ordering a pizza,” said Anna Bager, VP and general manager of Mobile Marketing Center of Excellence at the IAB.
 
“Restaurant and fast-food chain marketers should pay close attention to this trend and take advantage of the opportunities that mobile offers, making it a key part of their ad-buying strategy,” Bager added.
 
How can brands attract the attention of mobile users? According to the IAB and Viggle, financial or other rewards were the best ways to drive short-term adoption of mobile online ordering.
 
A clear majority of respondents (78%) said discounts would make them more likely to order, while nearly two-thirds (64%) said loyalty points would have a similarly positive impact.
 
As we approach one of the nation’s top days for food inhalation, what do consumers have planned for this coming Super Bowl Sunday? Beyond mobile users, 26% already have plans to order takeout or delivery on the big day, the IAB found. Among that group, a full 72% favor pizza, while shockingly, just 24% plan to place orders for Buffalo wings.

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6 comments about "Mobile Apps Offer Restaurants, Food Brands Marketing Opportunity".
  1. Peter Benjamin from MyOffices , January 29, 2013 at 1:11 p.m.
    The MyOffices app offers a great platform for users to find local Restaurants- Load your location and the description and then let it rip. Users can find the locations through the apps on the Major platforms. Check it out here- https://itunes.apple.com/us/app/myoffices/id440348944?mt=8 sign in to list your location on the myofficesnetwork.com for a free listing. Describe the offering and link to your url. even add a video commercial.
  2. Gint Raciunas from AppSuite, LLC , January 29, 2013 at 1:17 p.m.
    Great Article. Restaurant Apps are not just for finding local restaurants. AppSuite provides branded restaurant apps allowing the venue's to build their loyalty base and increase their loyal customer revenue by over 20%. Contact us about our guarantee. http://www.mobileappsuite.com
  3. WIley Cerilli from SinglePlatform , January 29, 2013 at 5:06 p.m.
    Very interesting read, Gavin. As you note, the question of how restaurants can attract mobile users and stand out from the crowd is becoming increasingly important. While offering a discount or loyalty points is certainly beneficial, restaurants should first make sure that essential information consumers look for, such as menus, photos, and specials, is front-and-center within any relevant mobile apps. Among our restaurant customers that use our digital storefront platform, we have seen photo click-through rates range from 10 to 30% with consumers, depending on where the image is placed in relation to the menu. When you take into account a recent Nielsen, Telmetrics and xAd study which found that 64% of mobile restaurant searchers convert immediately or within an hour, keeping mobile users engaged with your menu through visuals can directly lead to increased sales.
  4. Bob McKay from Venga , January 31, 2013 at 4:16 p.m.
    AppSmyth seems to be young, hungry and agile (I have no professional association with them)
  5. Todd Mortenson from AppNRG , February 5, 2013 at 11:40 p.m.
    We have a fast, easy and affordable online platform where Restaurants are able to build their own mobile apps. Get your free account today: http://appnrg.com/mobile-apps-for-restaurants/
  6. Carol Brower from iMenuTiGo , March 5, 2013 at 10:40 a.m.
    iMenuToGo creates a branded app for restaurants (or any menu driven business) that allows their customers to place a QR code on the iphone or android that draws them right to the restaurant. Customer can order, pay, or make reservations. It allows the restaurant owner to access a statts of a great back office, make instant updates (adding daily specials and events) and build a database of customers. Set up cost is nominal and monthly fees are minimal - no percentage of sales. See us at imenutogofla.com