Rise of mobile ordering
Earlier this year, Domino’s CEO Patrick Doyle said 50 percent of its U.S. sales come through digital channels, including smartphones and tablets. The company even has an app for Android Wear and Pebble smartwatches that allows customers to place and track orders.
With Domino’s as a model for success in mobile ordering, many restaurant sectors have added the feature to become more competitive and increase revenue.
Kevin Sanders, vice president of brand marketing for Pita Pit, told audience members about the impact mobile ordering has had on its business and how the feature helps consumers interact in a new way with the restaurant. Because Pita Pit lets guests customize their orders in a variety of ways, a mobile order-ahead feature is a timesaver for the chain’s busiest locations.
“The ability to condition the consumer to order ahead of time, skip the line and pick up their meal has a huge impact for us,” Sanders said. “If you can get people to do that, that’s the difference between making or breaking that day potentially because you’re only going to be able to move that line so quickly.
“The stores that focus on it and understand it and can promote that to their customer base are really seeing a significant increase [in use and sales] because they make consumers think differently about the way they purchase their meals.”
Mobile ordering can be considered one of the few features attracting consumers to try mobile payments because of its intrinsic value, according to some of the panelists.
Dine In or Take Out Ordering – Skipping The Line