The adoption of mobile payments and use of smartphones and tablets to view menus and order food continues to rapidly grow. More and more consumers continue to rely on this technology and as a result, restaurant operators must move fast to keep up with the times.
Looking through the 2014 National Restaurant Association Technology Innovations Consumer Study, here are five mobile payment stats we thought all QSR and Fast Casual restaurant operators should know.
1. 35% of QSR and 20% of Fast Casual restaurants currently offer mobile payment options.
What it means for you: If you aren’t offering it, you need to. You don’t want to have to play catch up on this one. An additional 20% of QSRs and 15% of Fast Casuals are planning to offer mobile payments in the next 12 months. A year from now, half the market will have mobile payments so if you haven’t started to look at offering this through your restaurant POS system you need to start now.
2. 31% of consumers use mobile devices to view menus at least once a month.
What it means for you: I was personally blown away by this stat. Almost a third of the market is looking at menus on mobile devices once a month. That’s pretty huge! For this one you need to make sure you have a responsive website or mobile app so it’s easy for consumers to view menus. And be sure to include calorie counts on those menus to stay FDA compliant.
3. 27% of consumers order from a restaurant’s website or app at least once a month.
What it means for you: You’ll want a very well designed website and app. Clean, uncluttered and easy to use. These are great areas to upsell or incite a last minute purchase. And while we find restaurants do this very well when customers are at the restaurant POS we find many times restaurants forget to use this same “do you want fries with that?” approach on their website or app. Think of creative ways you can try to upsell or add-on items online to increase average order size.
4. 23% of consumers read online reviews at least once a month.
What it means for you: This is one is no surprise, reviews matter. Continue to make sure your restaurants have stellar customer services, quality ingredients and an awesome in-restaurant experience. Think about adding in some non-traditional customer service activities such as table delivery service to make your restaurant stand out in online reviews. Anything that surprises and delights customers is something they are sure to share with others.
5. 33% of 25-34 year olds say they expect to use their smartphone to pay at restaurants.
What it means for you: Consumer expectations have changed so restaurants need to adapt and stay ahead of the competition. The great news is mobile payments make things easier and faster for both restaurant operators and customers, so it’s a win-win situation all around.