How Full-Service Restaurants Can Develop Effective Mobile Content


Mobile devices have exploded in popularity. The first step? Understand how your customers use the internet.

Creating valuable content for mobile devices can help increase your restaurant’s exposure online and drive more sales through engagement. By optimizing your content and delivery to appeal to users on all devices, you can create a more effective digital presence that reaches your target audience in less time with fewer resources. Develop your mobile content strategy by leveraging the tips below.

Understand Audience Behavior

The way users access the web has changed. Today, users have more options then ever when it comes to choosing how to interact with brands, where to connect, and with what content to engage. To create great content that stands above the rest, analyze what your target audience expects from your brand and how they behave online. You may find that different audience segments want different things that will require personalized content plans.

Start by conducting an audit of your current analytics and digital data to identify audience needs, and then analyze competitor content strategizes to identify gaps and engagement opportunities. Take what you have learned and create customized content that speaks to individual audience segments to increase engagement and visibility across all devices.

Increase Usability With Responsive Design

Your website should be your hub for the content you generate and where you focus on driving traffic to create authority. In most cases, brands should focus on creating only one website and one version of content for all users and devices to access, instead of creating a separate mobile site. The best approach to delivering content for all devices on a single site is to use a responsive design. Responsive design allows the website to dynamically change based on the screen size of the device on which it's viewed—while still providing a cohesive and customized experience. Seventy-four percent of users will leave an unresponsive mobile website after five seconds. You can improve retention rates with the superior loading speeds and usability of a responsive design.

Create Mobile Landing Pages

If you are running paid campaigns for mobile, specialized landing pages focused around mobile design and easily digestible content can help increase conversion rates. Often, restaurants run ads in local areas to capitalize on the high engagement they generate in driving foot traffic. Mobile -ocused landing pages can help create more sales by delivering “calls to action,” such as promotions and contact information, in clear and engaging layouts specialized for smartphone users on the go.

Design For Touch

Keep fingers in mind when designing your page. Think about how users will experience your site thorough smartphones and tablets. Space out clickable text, buttons, and links to make interacting through touch easier and more engaging. Incorporate features such as pinch zoom and swiping to increase usability on small screens.

Keep It Simple

The key to engaging mobile content often lies in simplicity. By creating “snackable” content delivered in bite-sized portions, brands can keep users invested and engaged longer. Keep in mind the screen size of many mobile devices, as well as what users want from a mobile experience. Trim the fat and hit only the main points in short, easy-to-read paragraphs. To increase mobile engagement, focus on creating sharable content and include social features and strong calls to action (CTAs).

From a delivery standpoint, ensure your site design and content layout is conducive to a quality mobile experience. Make finding and engaging with content simple for users by integrating search and navigation features. Leverage strong CTAs to direct users across the site and encourage conversions.

Evaluate, Fix, Repeat

Monitor your digital assets to see how users interact with content in different areas of your site and across different channels and campaigns. Look for trends to identify obstacles and opportunities in your mobile content strategy. Often, the best way to discover issues is to constantly test your website from a user's perspective, and address any barrier prohibiting engagement. Identify whether your content displays as intended, and that the user experience on a mobile device is as seamless as it is from a desktop. Keep in mind that 46 percent of consumers will not return to a mobile site if it doesn’t work properly.


By focusing on delivering a personalized mobile experience based on user behaviors and expectations, your brand can create content that generates results. Remember to keep content and delivery simple to increase engagement and frequently test your mobile site from a user’s perspective. By developing a mobile strategy, your restaurant can drive more traffic to local stores and increase online conversions.

The opinions of contributors are their own. Publication of their writing does not imply endorsement by FSR magazine or Journalistic Inc.

Thomas Stern

Thomas Stern is senior vice president of client services for ZOG Digital, a leading search and social marketing company. Stern has provided results-driven strategy for numerous digital marketing campaigns, working with brands such as Allstate, Whirlpool, Amtrak, Verifone, and National Geographic. ZOG Digital’s discovery marketing solutions include search engine optimization, social media marketing, paid advertising, and design and development. For more information, visit or follow us on Twitter @ZOGDigital.


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