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Bob Evans Restaurants updates mobile efforts to drive ordersBy
The company is using the Snapfinger platform to help meet customer demand. More restaurants are adding mobile into their initiatives to streamline the ordering process.
“Off-premise is a key growth area for Bob Evans,” said Brandon Micko, director of restaurant marketing at Bob Evans Restaurants.
“Consumers are on the go and busier than ever, looking for solutions to convenient, delicious meals at home,” he said. “Our menu is relatively large, and so we want to streamline the menu research and online ordering process to make the experience as easy as possible.
“Guests also want to place an order the way they would at the restaurant – with the ability to customize. A better user interface is key to that. Our new menu flow is more logical and makes it easier for customers to quickly find what they want, order it, and ensure accuracy when we’re filling the order.”
Bob Evans Restaurants worked with Snapfinger to build a new design that improves navigation, visibility and organization.
Through the mobile apps, consumers can use thumbnail and pop-up images for menu items, which highlight the company’s menu items.
Over the past year, Bob Evans Restaurants has seen an ongoing trend of its customers using their mobile devices and PCs to browse its menu and place orders.
Through the Bob Evans mobile app, consumers can find the nearest location. From there, users can browse menu items, such as breakfast, lunch, dinner, under 450 calories, gluten-free options and bakery and desserts.
Furthermore, consumers can view previous orders by logging into their Facebook account or via their email.
Users can also browse favorites and log-in to their account.
The mobile ordering space is heating up.
More restaurants are rolling out their own mobile applications or optimized sites to create a more seamless experience for customers.
There is no doubt the space is going to continue to become bigger as more consumers turn to their mobile devices for everyday needs.
“We’ve created a multichannel digital communications plan with in-restaurant support to drive our guests to online ordering,” Mr. Micko said.
“Mobile is a strong opportunity for us,” he said. “It’s a healthy piece of our online ordering, and it continues to grow.
“We want to be where guests want to order, and that making it easy for our on-the-go guests to place orders via mobile and tablet.”
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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