Mobiquity has released the results of a new report on the digital impact of restaurants and convenience stores. This new study explores how consumers interact with technology in restaurants and convenience stores and how this engagement affects loyalty, order frequency and in-store or restaurant traffic.
Mobiquity surveyed nearly 1,300 U.S. consumers aged 18 or older to better understand their digital habits when it comes to ordering food, how those habits may change in the future, and what digital experiences still need to be improved.
Results indicate that young people have increased their frequency of digital engagement the most over the past year, presenting the greatest opportunity for restaurants and convenience stores to use digital offerings that cater to this audience. , encourage more opportunities and earn their business in the long run.
According to Mobiquity’s results, the majority of consumers surveyed reported an increase in mobile and online orders as well as the use of curbside services over the past year.
This is especially true among digital native generations, with younger customers nearly three times more likely to use mobile apps than those 56 and older. As a result of this growing mobile use, young consumers are creating digital habits and developing strong preferences for brands that meet their needs.
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About 63% of consumers aged 25 to 40 will visit a restaurant or convenience store with digital offers more often than those who do not. Additionally, 44% of consumers in this age group moved to where they order food because their usual location had below-average digital offerings.
With over 70% of consumers aged 18 to 55 saying they are likely to increase the frequency with which they order from a store if their mobile app is easy to use, restaurants and convenience stores may consider a redesign of their obsolete applications before that. it’s too late.
“Restaurant and convenience store customers have quickly embraced digital tools over the past year to securely interact with their favorite brands,” said Britt Mills, senior director of customer experience at Mobiquity.
“It’s no surprise that younger generations of customers are more comfortable with mobile apps for ordering food. Our report on the Digital Impact of Restaurants and Convenience Stores found that these consumers have developed digital habits that will remain despite decreasing restrictions, ”Mills said.
“Meeting and exceeding expectations for mobile applications is vital for restaurants and convenience stores to build long-term consumer loyalty as the competition grows,” said Mills.
More information from the Mobiquity report
Additional findings from Mobiquity’s Restaurant and Convenience Store Digital Impact report include: Digital ordering promotes customer loyalty: When it comes to continuing to order at a particular restaurant or convenience store, 82% of people respondents agree that it is important to have an easy-to-use website. and 76% agree that an easy-to-use mobile app is crucial.
Customers will switch allegiance for better rewards: 52% of respondents aged 25 to 40 changed their place of ordering food because another store had a better loyalty or rewards program.
Of the consumers surveyed, 71% were happy with the delivery of mobile apps, such as DoorDash, GrubHub, and UberEats. About 70 percent were happy with restaurant apps, 61% were happy with cafe apps, but only 53% were happy with convenience store mobile offerings.
Contactless refueling could lead to an increase in C-Store visits: among 25-55 year olds, the majority of consumers would go more to a particular convenience store if it offered them the possibility of contactless refueling of their car at using a mobile phone (over 50%) as well as whether they could earn fuel discounts through a mobile rewards program (over 70%).
Income impacts order frequency: People in the lowest income bracket ($ 50,000 or less) are the most likely to use an app to order food and be frequent users, making approximately 56 visits per year. This is compared to consumers who earn over $ 100,000 per year and make around 36 visits in the same amount of time.
Click here for the full report on the digital impact of restaurants and convenience stores.