Chain Restaurants’ Apps Drive Digital Orders Despite Third-Party Challengers
Photo Caption: Restaurant chain apps in the Google Play Store.
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Independent restaurants might rely more heavily on third-party apps to drive digital orders, but quick-service restaurant chains are doing just fine hooking in customers through their own branded mobile apps.
When diners want to digitally order delivery from Chipotle, where do they go to put in that order? In the U.S., 70 percent of the time, they are going to the restaurant-branded app or website itself, according to a new report from market research firm NPD Group.
Six out of ten times, diners choose to do their digital ordering (defined as delivery or pick-up orders sent electronically via an app, website, or text message) through a restaurant's own mobile app.
The ordering behavior is closely tied to rewards
