Mobile apps have become an increasingly popular tool for chains, which often use them to distribute coupons, announce new products, and facilitate rewards programs. But research suggests that, for restaurants, mobile apps engage consumer behavior in an even more significant way. Consumers who order Taco Bell via the company’s app, for instance, will likely spend more than those who order at the drive-thru window.
Worth noting is that mobile apps only translate to higher sales if the app is well-designed. That’s according to a new report from ARC (Application Resource Center), the research arm of digital quality and testing company Applause, which ranks the apps of the top 55 restaurant chains.
The report utilized software that works to sift through app store ratings and user reviews to quantify each app’s quality on a 100-point scale. “It’s basically a big data tool that crawls app store feedback,” says Ben Gray, a Digital Experience Analyst with ARC’s parent company, Applause.
The result is a list that reveals a stark contrast between mobile leaders — Domino’s, Starbucks, Pizza Hut, and Taco Bell — and brands that lag behind in terms of mobile engagement.