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Smartphones change the way customers relate to restaurants


Gastrouniversia is online and classroom training in restaurant management and F&B Hotelero. It is increasingly common to see customers restaurants compartiendo su experiencia gastronómica a través de su smartphone or smartphone, so relatábamos in an article entitled “He 80% people is pending mobile while eating” we published a few months ago in this digital newspaper.

But I would like to emphasize an earlier stage, in the inspiration phase where the mobile phone is the same or more character than the consumption stage, as more and more restaurant customers take their decision conditioned by information they find off the screen of your smartphone.

This fact can not be overlooked for the sector, que debe proponer elementos de participación y dinamización a sus clientes through these devices, as these, thanks to technology, They are changing the way they relate to restaurants.

Es muy importante recordar en este punto que Spain leads the world in smartphone penetration rate, a 96% of the adult population has a mobile phone and a 80% smartphone.

What customers are looking restaurants in mobile applications?

Because according to NRA the Association of American Restaurants, restaurants customers are using their smartphones to:

-He 83% busca los horarios, the location or address Restaurant
-He 75% quiere ver la carta, menus and prices
-He 55% lee opiniones y comentarios de otros usuarios sobre el restaurante
-He 50% access and redeem awards, promotions or offers
-He 32% paga la cuenta del restaurante a través de su smartphone

Es por todo ello que los hosteleros han de reflexionar sobre estos datos y creating experiences around the use of mobile mainly based on two principles:

1.- Providing items of value through their mobile applications which are consistent with the lifestyle of the new user, They must be customized, innovative and authentic.

2.- Generate possible alliances with partners who have extensive experience in loyalty programs for mobile users and allow customers get extra benefits their consumption in restaurants.

Recruitment programs and customer loyalty through the app's

In the year 2015 in United States a 54% diners used their smartphones to get promotions or offers at restaurants, compared with the year 2014 supuso un incremento del 51%. Esto ha provocado que los programas de fidelización a través de los smartphone en el sector de los restaurantes hayan superado a cualquier otro con una cifra de 54 millions of people who can interact with them.

But also, more than a half, namely a 58% consumers are inactive not because it brings them no value or are too complex to use directly.

Las aplicaciones de captación y fidelización a través de los smartphone para los clientes de restaurantes They must meet the following requirements:

1.- Han de ser muy sencillas de usar y entender
2.- The benefits must have a high emotional or monetary value
3.- The benefits must be achievable, easy to get
4.- Deben generar una alta vinculación con los clientes del restaurante

The aim is to attract new users, these become customers, repitan sus visitas e incrementen el gasto medio de sus tickets.

A very interesting element in these applications are Cross-Promotions, according to a survey conducted in United States in the year 2015 the benefits that Americans prefer these programs are: he 37% fuel savings, he 32% cash back on credit card and 25% coupons to consume on site.

We can not forget that 68% of adult Americans have a smartphone, when we compared with data 2011 was 35%, In addition the 45% these also owns a tablet. In some age groups this data soar, specific entre edades desde 18 a 49 years more than one 83% people with smartphones.

Large chains compete in innovation developing applications for new customers

Franchises are positioning themselves in this market niche, companies like Domino’s Y Starbucks ofrecen aplicaciones muy fáciles de usar con pedidos realizados con un solo clic y que en muchos casos consiguen recompensas de productos gratis por solo descargar la aplicación.

And it seems that the strategy is working very well under the next data, as the Mexican food franchise Taco Bell has increased 30% average customer spending via mobile phones compared to stores. For his part in Starbucks, payment by mobile phone already accounts 10% transaction que se hacen en restaurantes de alto volumen, which it contributes directly to increased sales of the company.

All this digital trail that diners are generating around their activity, preferences, behaviors and payments in restaurants es una información muy valiosa que debemos analizar para conocer el comportamiento digital de los nuevos clientes and to offer valuable elements that allow personalize your experience and loyalty. Is about incorporar estrategias de big data based on consumption patterns that allow us to offer specific products that improve their overall experience, Lest we forget that already has many offline and online components.

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About the Author

Diego Coquillat

Director and CEO of, teacher, consultant, lecturer and entrepreneur incorrigible. If you can not find it here, search near the sea. Passion for new technologies and restaurants ... passion for life.


1 Comment

  1. El móvil se ha convertido en un elemento más en la estancia del cliente en el restaurante, thus, los establecimientos tienen que concienciarse de estar en sus dispositivos móviles, para así convertirlos en un elemento más para la venta.

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