Our vibrant leaders Dane Atkinson (CEO) and Tim Griffin (Chief Product Officer) took us to school in this bylined piece in Food Logistics. Most people can intrinsically grasp that mobile ordering has been a lifeline for coffee shops and restaurants during the COVID-19, and the actual numbers Dane and Tim discuss here are real food for thought.
Since March, restaurant and cafe chains have seen downloads of their branded apps skyrocket 160%. Tim and Dane believe that independent quick-service restaurants (QSRs), in particular cafes and bakeries, should be able to reap the same potential rewards. There are two ways to go about this: Put yourself on an online marketplace, or develop a branded app on your own.
Both of these ways can pay dividends. Even before the pandemic, the two argue, the benefits of having your menu on an online marketplace have been startlingly clear—anything that makes it easier for your customers to engage with you is a plus. A branded app is effective, but also has quite a cost barrier for most small businesses.
Neither of these ways are particularly easy. As Dane and Tim write:
“To be clear, there is no easy road to success for either model. In fact, the benefits of tapping into an existing customer base with a branded app offers a short-term benefit, while building a successful marketplace is chock-full of supply and demand challenges.”
However, these are both crucial options for the survival of these QSRs.