Obviously, the cliff drop on the final question jumps out. Restaurants are driven by anxiety over the future. A fear of failure, so to speak. Yet, clearly, they understand and recognize the value of mobile technology. But asking a restaurateur to worry about next week when they’re trying to survive the next hour is tough. This is more likely a concern of independents and smaller operators who don’t have corporate staff dedicated to digital initiatives. The independent restaurateur has a plate full of problems without tossing future mobile planning into the mix. True to the notion, 45 percent of Oracle’s respondents identified as full-service operators. Fast casual and quick service represented 24 percent and 23 percent of responses, respectively. (Theme park, stadium, and other providers rounded out the responses with 8percent, while 71 percent of respondents were director level or higher, with 45 percent answering from companies that generate more than $500 million in annual revenue).
Why it matters
Increasing customer expectations are putting added stress on operators. Mobile abilities, meanwhile, offer immediate guest benefits such as seamless payments, easy ordering and delivery, faster service, and visibility to the process every step of the way.
Restaurants can reach new customers, access new options for off-premises, and offer low-pressure opportunities for upselling.
Oracle’s data found that restaurants feel weighed down by the threat of disruption from more consumer-centric competitors and were concerned they weren’t investing enough to keep pace.
The company asked respondents to rate their strategy against 22 factors of mobile maturity, measuring their impact across both their current ability to deliver outstanding guest experiences and their preparedness for the future.
What it showed: 35 percent were confident in both their ability to prepare for a mobile tomorrow while meeting the demands of their customers today. That’s 65 percent of restaurants that aren’t sure what’s coming next.
- 13 percent said their team is ready for tomorrow, but still struggle with their current ability to deliver outstanding guest experiences
- 25 percent represented “mobile laggards,” or reported the least mobile maturity, expressing doubt in both their ability to delivery today and their plan for the future.
- 27 percent said they are “plateaued.” They’re confident in their current approach but aren’t ready for tomorrow necessarily.