TECHNOLOGY

Survey: Restaurants have mixed view of mobile tech

BY Dan Berthiaume

A new survey of food and beverage retailers from Oracle indicates they see both advantages and disadvantages relating to mobile technology.

On the positive side, 86% of respondents say branded mobile apps increase their speed of service and therefore revenue. And 93% believe their customer-facing apps enhance the customer experience, promote loyalty, and drive repeat business. In addition:

  • 84% of respondents believe the adoption of customer-facing apps drives down labor costs.
  • 96% agree, with 40% strongly agreeing, that expanded mobile inventory management will drive time and money savings.
  • 82% believe partnerships with third-party delivery services like Uber Eats and GrubHub will help grow their business.
  • 89% believe check averages will increase thanks to in-app recommendations.
  • 95% believe the customer experience and customer loyalty will continue to improve.

However, respondents also have some misgivings about how the continuing development of mobile technology will affect their business. Only 48% of respondents report that they have the tools they need to meet the mobile demands of tomorrow. Sixty-two percent expressed doubts over their ability to keep up with the speed of mobile technology changes. About six in 10 (59%) agree that their company faces the threat of disruption from their more mobile-enabled competitors.

Oracle surveyed 279 retailers in the food and beverage industry who use mobile technology in their organizations during the summer of 2018. Forty-five percent of those surveyed were from full-service restaurants, 24% from fast casual, and 23% from quick service.

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