Starving for Engagement: Why Restaurants Apps Failed to Satisfy Customers’ Appetite 

Since the introduction of Apple’s iOS App Store in the summer of 2008, the number of apps has risen from an initial 500 to millions in just a few years. However, the restaurant app’s lifespan hasn’t been as fruitful. Over the last few years, many were developed, but few survived. Why?Restaurants took hold of the app opportunity with an initial function of helping customers find the nearest locations, hours – basic information to essentially replace the Yellow Pages. Over time, the realization was that restaurants needed to meet the promise of the app experience, and introduce new ways to interact with customers. For restaurants, this meant providing the ability to order, make payments, have food delivered (or pick up) and manage loyalty with a simple, rich and more engaged mobile experience. Sadly, most have struggled to deliver. 

Are apps for restaurants the right mobile approach to engage customers, increase visits, and develop a level of loyalty? In 2019, I believe an…