What is in this article?:
- Study: Mobile traffic for menu searches accelerates
- Restaurants, consumers focus on mobile
Restaurants must keep websites optimized for mobile browsing as smartphone searches increase
Restaurants, consumers focus on mobile
SinglePlatform’s study also noted that people spend an average of about two minutes and 11 seconds looking at a restaurant’s menu before closing their browser. Often those users open multiple restaurants’ menus in several windows to compare them. This highlights the need for restaurants to ensure their menus stand out with easy navigation and engaging food photography, Cerilli said.
“The average person is looking at two menus per visit now,” he said. “Usually, if I look at a menu and pass on it quickly, it means I’m not interested. Restaurateurs should want more time spent with their menus, which is why most of our partner websites are adding photos and the ability to ‘like’ certain menu items.”
Many of SinglePlatform’s partner sites, like Yellow Pages, have features where users can search the website or mobile app for restaurants by menu item, he added. When people find a restaurant by first searching for one kind of menu item, like fish tacos or Buffalo wings, the restaurant gets double the number of calls than if users had searched for it by name, the study found.
The top markets that garnered the most menu views through SinglePlatform’s network of digital-menu listings were New York, Chicago, San Francisco, Los Angeles and Washington, D.C.
Restaurant chains in all sectors have begun devoting more resources to mobile commerce to leverage its popularity, particularly through the adoption of smartphone apps. Over the past year, brands like T.G.I. Friday’s and Jersey Mike’s Subs have developed apps that incorporate crucial functionalities like mobile payment and loyalty club management, in addition to providing digital menus. Dunkin’ Donuts launched its mobile app in August with a stated goal of speeding up transaction times by allowing mobile payments.
The nation’s largest pizza chains long have been at the forefront of mobile-commerce in the restaurant industry, and Domino’s Pizza last month rolled out a Spanish-language version of its smartphone app to serve Hispanic customers.
As more independent and chain concepts invest in mobile technologies, industry researchers believe consumer demand for such apps and mobile-friendly websites should continue to grow. According to the National Restaurant Association’s 2013 Restaurant Industry Forecast, released Tuesday, 40 percent of adults, including 60 percent of those between the ages of 18 and 34, said they would use smart-phone apps to view a menu at a limited-service restaurant if they were offered.
SinglePlatform was founded in 2010 and acquired by Constant Contact this past June.
Contact Mark Brandau at firstname.lastname@example.org.
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