Technology

Mobile is moving in: Is your network ready?

August 7, 2020 by Jeff Bradbury — Sr. Director, Marketing, Hughes

For several years, off-premise ordering has been the primary impetus for restaurants to adopt a mobile strategy. Generally, digital orders have been growing at over 20% yearly since 2013 and, in 2019, mobile represented 60% of all digital restaurant orders, according to a report by The NPD Group. That was before the COVID-19 pandemic.

In response to lockdowns and social distancing, restaurants have pivoted quickly to takeout and delivery over in-person dining, and digital ordering has skyrocketed. Is this merely a moment in time or could it mark a sea-change in attitudes toward and application of mobile technologies in the restaurant space?

It's reasonable to posit that in a post-COVID world mobile will live and thrive as much on-premises as off. Which begs the question: Is your network prepared?

A primary means of engaging
Well before the start of the pandemic, consumers recognized the ease and convenience of mobile ordering through branded apps or third-party delivery services. Now, as many restaurants lean on third-party delivery services, in-house delivery and curbside pickup to survive the pandemic, customers are growing even more accustomed to engaging with their favorite dining spots via mobile device. Even as restaurants begin to welcome on-site diners, a general cautiousness and limited capacity will continue to encourage online orders. For a customer at curbside or a takeaway window, or even seated in an establishment, perusing a menu or placing an order from their personal smartphone is a smart way to decrease physical touchpoints to mitigate health risks. Similarly, contactless payment via digital wallet, whether inside or outside the restaurant walls, is now an attractive feature for customers exercising caution in the "new normal" environment.

Restaurants that tap into mobile technologies on premise may also open possibilities for mobile to drive sales, improve customer experience and build loyalty. Push marketing and mobile-based loyalty programs (integrated with point of sale) are examples of how restaurants can better engage customers through devices while they're in-house.

Network considerations
The potential for mobile to play a major role in restaurant recovery and the "new normal" has restaurants intensifying existing plans for mobile. Yet a mobile app is only as good as the network on which it runs; if restaurants want to reap the maximum benefits of mobile, they should consider whether their current network is properly equipped to support the expanded demand and additional devices that come with a more robust mobile strategy. Specifically, a mobile-friendly network should include strong Wi-Fi and ample security.

The speed and efficiency of Wi-Fi is a key component to a positive customer experience. And by layering in Wi-Fi analytics, a restaurant can detect when a customer is on the local network and, therefore, present. For pick-up operations, features such as location sensing and reporting can help restaurants with real-time scheduling and order prioritization. For example, McDonald's uses location information from mobile phones to establish distance from the store and extrapolate an exact time until pick up. And Panera has added a curbside extension to its MyPanera app, equipping it with an "I'm Here" feature so customers can let employees know when they have arrived in the parking lot.

Restaurants may find, post-pandemic, that reliable outdoor Wi-Fi remains an important feature. It allows guests to access their app or web site to engage with the restaurant and order process in an al fresco setting. Inside the restaurant, strong Wi-Fi also can make or break the efficiency of a transaction, such as employees using mobile devices to process payments, and powers mobile marketing and loyalty programs.

If a better customer experience isn't enough of a reason to embrace Wi-Fi, the ROI of Wi-Fi analytics should not be overlooked. Access to a larger volume of data gives restaurants better insights on patterns of customer traffic, allows direct promotion of LTOs and other specials, data on food preferences and bundles, and insights that can inform more efficient and profitable operations.

Leaning into mobile also impacts network security. Many businesses have moved quickly to add cloud services in response to the pandemic-led changes to the business environment. Adding capabilities like third party delivery, curbside pick-up or contactless payment means a heavier reliance on cloud applications. That demands a corresponding focus on cloud and edge security to protect sensitive customer data, and separate regular business traffic from guest traffic to prevent breaches.

Many enterprise restaurant operators turn to a managed services provider (MSP) to help them address the specific network and security needs driven by the "new normal." SD-WAN (software-defined wide area networks) has proven particularly effective in addressing necessities like application assurance, high performing Wi-Fi networks and best-in-class security. Qdoba, for example, recently sought help overhauling its network infrastructure to (among other things) enable mobile payment solutions; and, with the help of MSP Hughes Network Systems, implemented an SD-WAN solution.

With mobile applications becoming increasingly instrumental to near-premise and on-premise operations, it's important to consider whether the enterprise network is prepared to absorb those functions seamlessly and securely. As we emerge from crisis, now is the time to upgrade and optimize network technology to ensure the success of the restaurants of the future.

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About Jeff Bradbury

Jeff is currently Senior Marketing Director at Hughes, a leading provider of fully managed SD-WAN and digital media services dedicated to transforming distributed organizations into better-connected, customer-focused enterprises. In this role, Jeff works across markets to understand customer needs, technology adoption trends, and the direction of digital transformation to ensure Hughes is ready with the solutions customers need to meet their business goals.

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