Why Fast Food Restaurants are Pushing Mobile Orders
June 2023
Can you imagine popping into your favorite fast casual or quick-serve restaurant without seeing a designated mobile order pick-up area? We can’t either. The uptick in online ordering started years ago, but COVID-19 forced restaurants to quickly adopt this kind of service to stay afloat and continue serving customers. Online ordering is now the standard in the industry, and to increase efficiency, restaurants are adding in-store pick-up areas for these takeout orders.
Fast food giant Wendy’s recently unveiled their new restaurant design with parking and pick-up areas specifically for mobile orders. In the past, delivery drivers and direct customers were directed to the dining room for pick-up, but this new interior design will decrease wait time for all.
Why are restaurants speeding towards mobile ordering and pick-up areas? It’s an excellent question to ask, seeing as most consumers saw the drive-thru as fast and efficient enough. Mobile and online orders were initially to reduce face-to-interactions during COVID-19 to keep everyone safe. But considering the additional revenue for brands, a smaller carbon footprint, and their convenience, everyone wins.
Increased Profits, Brand Awareness, and Engagement
The benefits of mobile order pick-up areas for restaurants are endless, but more importantly, studies indicate that restaurants with their own mobile apps have increased sales. Mobile pick-up areas do not require staff assistance or supervision, allowing them to serve customers elsewhere. Mobile apps also show an increase in order size as customers aren’t pressured by a sales pitch from a staff member, and according to Starbucks’ Q3 2020 report, nearly a quarter of its sales stemmed from mobile app orders. Dominos also reported that digital orders made almost two-thirds of their global sales in 2022.
Fast food and fast casual restaurants also offer incentives like points, loyalty programs, and coupons to customers who use them. Apps provide another way for restaurants to take orders and reliably track consumer trends and data. A study by Bluedot, a geofencing tech company for industries like retail, QSR, and more, states that 3 in 4 consumers are looking for deals and discounts due to price increases, and there’s no better time for a brand to build loyalty. When customers download and start using the app, restaurants have many opportunities to engage with them and build long-term relationships. Brands with their own app also avoid paying third-party fees to companies like Uber Eats and DoorDash.
Consumer Trends and Convenience
To fully understand mobile order pick-up areas and online ordering, we must look at what consumers expect from their experience. We’ve seen it in the hospitality industry and even through our research in the restaurant industry: Consumers want more control over their experience. Whether it’s interacting with staff, how they order, or even how they pay are all choices they want to make. Ordering from a mobile app offers the total customization customers crave. They can see the running total of their order, compare discount offers and codes to save a few extra bucks, reduce their in-store wait time, and even get free items all because they downloaded the app.
In the end, restaurant owners can’t be scared to adapt to the ways of the customer. These days, it’s all about providing a great experience, and with that comes online ordering and mobile pick-up areas. COVID-19 formed unbreakable habits in consumers (like picking up our food and bringing it home), and given a choice, some of us would still rather eat in the comfort of our homes. Technology and smartphone usage to place online orders are increasing seemingly every day. If they haven’t already, fast food brands must capitalize on this trend to increase profits and popularity.
Whether staying on top of industry trends, installing mobile pick-up areas in your restaurant, or completely renovating your space, EIS has you covered.
About Elkay Interior Systems
Elkay Interior Systems (EIS) is a tight-knit team of industry-leading designers, commercial-grade manufacturers, innovative engineers, resourceful project managers, and sourcing experts committed to every stage of your project by guaranteeing quality and reliability. We stand out from the crowd with our 40+ years of global experience in the restaurant, hospitality, retail, and education markets. We believe in simplifying the complicated.