In today’s day and age, we are all about convenience. We want it and we want it now. So it’s no surprise that mobile ordering has grown exponentially in popularity over the past few years- especially within campus auxiliary services. In an article by Localytics, they reported that $25 million dollars was invested into mobile ordering companies in 2012. Two years later, it was increased to $600 million. They also reported a 16% increase in mobile ordering in 2016, ‘accounting for 1.9 billion food service visits’ (Localytics).
By these stats alone, we can conclude that mobile ordering acts as a catalyst for growing the food ordering business. Because the business is fairly new, there is still an overwhelming resistant to the idea. Although mobile ordering is the future, it is not yet the norm. But companies and campus auxiliary services beware; because if you don’t jump on the band wagon soon, you might arrive too late to the game. Why get in the car and order from the restaurant down the street when you can order from your phone? The simplicity is intimidating.
Therefore, with its growing popularity and demand, you need to ensure a smooth operation. How do you create the perfect mobile ordering experience?
Mobile ordering is convenient, but is it always the most convenient option? If I know my favourite food spot rarely has a line, and I’m already out, what is stopping me from just walking in and ordering?
Once you’ve managed to get the customer or student using your mobile ordering service, you need a reason to keep them around. Loyalty programs allow customers to use your app—and then get rewarded for doing so. This is especially popular among campus auxiliary services for students who constantly earn points when they eat on campus. When you reward them for eating on location, they are more inclined to stick around. Loyalty programs also act as a great ‘thank you’ for those dedicated customers who are always using your app. It’s like a ‘gold card’ or ‘VIP service’, the more you use us, the more you’ll be rewarded.
Have you ever walked into a restaurant to grab your favourite food and the employee not only recognized you, but knew exactly what you wanted to order? The Reorder feature acts as this friendly worker. By saving customer’s information, you are adding to the personalized experience. They are able to go back into their order history and see their favourite meals. This is also a huge asset to have on campus. Students are constantly on the go, moving from class to the bus, to home, back to school etc. If auxiliary services were to add this feature to mobile ordering, it would allow students to order their favourite meals on the go—integrating seamlessly into campus life.
One could say a downfall to the mobile ordering experience is the lack of physical communication or the ability to create a dialogue with the customer. Push messaging allows your service to be in constant communication with your customers or students. This includes deals, new combos, new food items, extra reward points or urgent news. Push messaging also offers the ability to up-sell. If I think I might be craving a pizza, and then my app tells me there is pizza on sale near me, I’m no longer thinking about ordering pizza… I’ve already ordered it. On campus, this also acts as the perfect way for auxiliary services to keep in contact with hungry students without being too invasive.
Robust Customer Service
At the end of the day, mobile ordering is first and foremost a technical application and it is not an all-encompassing robot. Even with a seamless online operation, there is always the chance of mistakes happening when the order is picked up or brought home. This is where customer service comes into play. In order to complete the mobile ordering experience, customers should always have easy access to a company representative whenever problems or suggestions arise. Through this process, you are not only strengthening the relationship you have with the customer, but you are reassuring them you are there to help. This should include a comforting and understanding dialogue, quick response times, and solutions for all problems.
The Perfect Mobile ordering experience is one click away.
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