I’m delinquent in sharing today’s bit of Foodie Friday Fun since it revolves around a study done in January. The IAB and Viddle looked into how people are using their mobile devices to order food and the results are instructive for most businesses, not just restaurants.
According to the “Mealtime Goes Mobile” survey, 60% of us order takeout food or delivery once a week (yes, even those of us who love to cook sometimes can’t make the time!). In fact, 2% identify themselves as doing so every day, although I’m sure I good portion of that involves lunch. As one might expect, pizza, chinese food, and sandwiches and burgers head the list of the types of food ordered most often.
This is where it gets instructive 44% of people use mobile devices to check phone numbers (“mobile devices” includes tablets and we know most tablet use is in the home). Significant numbers also use them to find locations, check menus, and to find coupons. Obviously, incentives such as coupons are a big driver of business, but so is ease of use. In fact, over a third expressed an interest in an app that remembered past orders.
What’s instructive is this – any restaurant that hasn’t done a few things is clearly missing out on a huge potential market. A website not optimized for mobile is a big problem. Since half of consumers have installed at least one restaurant app and 15% have three or more installed, investing in app development is another factor that restaurants should be planning as part of their marketing budgets. The same points probably apply to your business, but unless you’ve taken the time to check your analytics, how would you know? Using the segmentation ability to check bounce rates and user habits within the mobile segment and comparing it to the web segment makes sense. Integrating non-digital behaviors with those report is possible, although harder (and a much longer explanation than you or I would like on a Friday!).
As we all know, consumer behaviors are changing a lot. Are we changing our businesses along with them?