The Impact of Mobile Ordering on the Restaurant Industry

If you’re like me, your smartphone has changed the way you do just about everything, including ordering food at your restaurant of choice.


If you think about it, before the pandemic hit, mobile ordering was an “extra”-—a bonus to offer customers. But when the pandemic hit last spring, mobile ordering became essential—the only safe way to order with little to no human contact.


Mobile ordering has tremendously impacted the restaurant industry and will continue throughout 2021. Here’s what experts expect to see as the year unfolds:

• Mobile ordering becomes the norm. In analyzing app reviews from quick-service chains such as McDonald’s, Chipotle, and Pizza Hut, Brian Levine from digital consultancy firm, Mobiquity found a 36% year-over-year increase in the number of reviewers who expressed it was their first time using such an app. Once you get someone to use something, Levine added, they’ve gone through “the biggest hurdle” of finding the app, downloading it, and entering their information.
• Mobile ordering interfaces evolve to meet customer demands. Two pieces of evidence? Mobile ordering and payment companies are providing a special “No contact” badge within the app so customers can identify restaurants that offer contactless service and giving dine-in customers a QR code to view menus and order via their smartphone.
• Mobile ordering displaces kiosks and tablets..at least for now. While research has shown orders from kiosks carry a larger check average, consumers are skeptical of the touchscreen. Ordering from a personal smartphone is the current trend and likely to be for the foreseeable future. 

The pandemic has changed customer behavior, and once those changes take hold, they’re unlikely to unravel anytime soon—especially as customers enjoy the convenience, value, and safety of trends like mobile ordering.


As always, let me know if you have questions about these seemingly “here-to-stay” developments. I’m here to help you and your business adjust in any way I can.