Restaurant mobile apps have become increasingly popular, contributing to increased business each year. This means a broad selection of eateries already have or are racing to develop an app of their own, even when they’re not really needed.
Creating an app just to say you have one can be a waste of money and resources. Putting one out into the universe doesn’t mean people will download and use it, especially if it serves no obvious purpose.
Many brands create apps that benefit their business, possibly helping to streamline service or cut down on labor costs, but that doesn’t mean an app will benefit the people being asked to install it.
It is important to evaluate whether an app is appropriate for your brand. Will it be useful for the consumer? Does it solve a problem? Make things more convenient? Save them time or money? If the goal of the app is to simply “have an app,” it might even make more sense to create a branded game, as games make up roughly 32% of all app usage on mobile devices, and is a common approach in other industries.
Even then, research shows most consumers prefer apps that aggregate information from multiple restaurants versus different restaurant apps taking up prime device memory. When considering an app for your restaurant, it’s even more important to ensure there is a true use or utility to the app. If it doesn’t improve or enhance their experience, consumers wont use it.