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Log In / Register | May 27, 2018

Restaurant Visits Paid by Mobile Apps Up 50 Percent

Although foodservice traffic has been flat for several years, restaurant visits paid by mobile app have increased by 50 percent from 2016 to 2017, finds a new study released by researcher The NPD Group. 

Consumers are using mobile apps and other technologies to order, pay, and save time by having their food ready when they arrive. Other reasons that consumers use apps are to earn rewards, receive promotions, and look up menu items. 

The NPD report also found that not all consumers are embracing technology for restaurant visits. In 2017 two in five visits to restaurants were paid in cash. Of these digital non-users, 22 percent said they preferred to pay in cash, while 18 percent didn’t want to pay service fees, and 16 percent were worried about identity theft or credit card fraud. 

“Providing the ability to easily order food from a restaurant is no longer a nice-to-have, it is a need-to-have,” says Warren Solochek, NPD’s senior vice president of industry relations. “Restaurant operators seeking to gain more visits and grow the bottom line must decide which convenience enablers, digital or non-digital, are worth their investment.” 

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Don Sniegowski is editor of Blue MauMau, the daily news journal for franchise & small business owners. Call him at +1 (270) 321-1268, tweet @bluemaumau or email don@bluemaumau.org.