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© THANX, INC. ALL RIGHTS RESERVED1 WHY MOBILE ISN’T A “CHECK-THE-BOX” INITIATIVE Z A C H G O L D S T E I N F O U N D E R A...
© THANX, INC. ALL RIGHTS RESERVED 2 Z A C H G O L D S T E I N F O U N D E R A N D C E O , T H A N X F I N E D I N I N G C ...
© THANX, INC. ALL RIGHTS RESERVED3 AGENDA 3 • The rise of mobile and the state of the “restaurant app” today • Guiding pri...
© THANX, INC. ALL RIGHTS RESERVED 4
© THANX, INC. ALL RIGHTS RESERVED 5 2.2M unique apps in the App Store Jul '08 Apr '09Nov '09Jun '10Jan '11Oct '11Jun '12Ja...
© THANX, INC. ALL RIGHTS RESERVED 6 ~40% transaction capture #1 app iOS first week
© THANX, INC. ALL RIGHTS RESERVED 7 Average number of Apps on phone: 27 Time spent in top 5 Apps on phone: 88%
© THANX, INC. ALL RIGHTS RESERVED 8 MOST RESTAURANT APPS ARE FAILING Across a random sample of 150 restaurant apps, the av...
© THANX, INC. ALL RIGHTS RESERVED 9 APP RATINGS AND REVIEWS TELL THE STORY
© THANX, INC. ALL RIGHTS RESERVED10 AGENDA 10 • The rise of mobile and the state of the “restaurant app” today • Guiding p...
© THANX, INC. ALL RIGHTS RESERVED 11 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web •...
© THANX, INC. ALL RIGHTS RESERVED 12 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web •...
© THANX, INC. ALL RIGHTS RESERVED 13 TWO-THIRDS OF REVENUE COMES FROM TOP 25% CUSTOMERS Customer base % of total spend
© THANX, INC. ALL RIGHTS RESERVED 14 GEAR APPS FOR YOUR BEST CUSTOMERS Your VIPs are more likely to use your app The rest ...
© THANX, INC. ALL RIGHTS RESERVED 15 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web •...
© THANX, INC. ALL RIGHTS RESERVED 16 FAR MORE PEOPLE ARE ON MOBILE WEB THAN APPS
© THANX, INC. ALL RIGHTS RESERVED 17 W E B S I T E S A P P • Menu / Nutrition • Locations • Contact Information and Hours ...
© THANX, INC. ALL RIGHTS RESERVED 18 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web •...
© THANX, INC. ALL RIGHTS RESERVED 19 WHAT CAN YOUR APP DO THAT A WEBSITE CANNOT S A V E D A C C O U N T S P U S H N O T I ...
© THANX, INC. ALL RIGHTS RESERVED 20 S A V E D A C C O U N T S
P U S H N O T I F I C A T I O N S
© THANX, INC. ALL RIGHTS RESERVED 22 G E O L O C A T I O N
A C C E L E R O M E T E R
© THANX, INC. ALL RIGHTS RESERVED 24 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web •...
© THANX, INC. ALL RIGHTS RESERVED 25 Inactive Active 58% Out of 29 loyalty program memberships per U.S. household, 58%(!) ...
© THANX, INC. ALL RIGHTS RESERVED 26
© THANX, INC. ALL RIGHTS RESERVED 27
© THANX, INC. ALL RIGHTS RESERVED 28
© THANX, INC. ALL RIGHTS RESERVED 29 WHAT MAKES A CONSUMER WANT TO DOWNLOAD AND KEEP AN APP? Does it make my life easier/p...
© THANX, INC. ALL RIGHTS RESERVED 30 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web •...
© THANX, INC. ALL RIGHTS RESERVED 31 JOYLESS EXPERIENCES
© THANX, INC. ALL RIGHTS RESERVED 32 INSTEAD WHAT IF IT WAS EFFORTLESS Pay As Usual Get Rewarded
© THANX, INC. ALL RIGHTS RESERVED 33 PHONE STAYS IN YOUR POCKET OR PURSE
© THANX, INC. ALL RIGHTS RESERVED 34
© THANX, INC. ALL RIGHTS RESERVED 35 FINAL WORDS OF WISDOM Minimize Unnecessary IT Headaches Make It Joyful For Consumers ...
© THANX, INC. ALL RIGHTS RESERVED36 Zach Goldstein zach@thanx.com
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Sep. 27, 2016

FSTEC 2016 — Why Mobile isn't a "Check the Box" Initiative

Thanx CEO Zach Goldstein presents at FSTEC 2016 in Dallas, TX on why restaurants shouldn't build mobile apps just for the sake of having an app.
Covered in this presentation:
-5 things all restaurants should consider before building a mobile ap.
-what makes consumers want to download — and KEEP! — an app on their smartphone.
-pitfalls of traditional apps.
-which features should remain on mobile web vs. app.

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FSTEC 2016 — Why Mobile isn't a "Check the Box" Initiative

  1. 1. © THANX, INC. ALL RIGHTS RESERVED1 WHY MOBILE ISN’T A “CHECK-THE-BOX” INITIATIVE Z A C H G O L D S T E I N F O U N D E R A N D C E O , T H A N X
  2. 2. © THANX, INC. ALL RIGHTS RESERVED 2 Z A C H G O L D S T E I N F O U N D E R A N D C E O , T H A N X F I N E D I N I N G C A S U A L D I N I N G Q U I C K S E R V E / F A S T C A S U A L
  3. 3. © THANX, INC. ALL RIGHTS RESERVED3 AGENDA 3 • The rise of mobile and the state of the “restaurant app” today • Guiding principles for a winning mobile strategy
  4. 4. © THANX, INC. ALL RIGHTS RESERVED 4
  5. 5. © THANX, INC. ALL RIGHTS RESERVED 5 2.2M unique apps in the App Store Jul '08 Apr '09Nov '09Jun '10Jan '11Oct '11Jun '12Jan '13Jun '13Jun '14Jan '15
  6. 6. © THANX, INC. ALL RIGHTS RESERVED 6 ~40% transaction capture #1 app iOS first week
  7. 7. © THANX, INC. ALL RIGHTS RESERVED 7 Average number of Apps on phone: 27 Time spent in top 5 Apps on phone: 88%
  8. 8. © THANX, INC. ALL RIGHTS RESERVED 8 MOST RESTAURANT APPS ARE FAILING Across a random sample of 150 restaurant apps, the average star rating was 2.9
  9. 9. © THANX, INC. ALL RIGHTS RESERVED 9 APP RATINGS AND REVIEWS TELL THE STORY
  10. 10. © THANX, INC. ALL RIGHTS RESERVED10 AGENDA 10 • The rise of mobile and the state of the “restaurant app” today • Guiding principles for a winning mobile strategy
  11. 11. © THANX, INC. ALL RIGHTS RESERVED 11 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  12. 12. © THANX, INC. ALL RIGHTS RESERVED 12 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  13. 13. © THANX, INC. ALL RIGHTS RESERVED 13 TWO-THIRDS OF REVENUE COMES FROM TOP 25% CUSTOMERS Customer base % of total spend
  14. 14. © THANX, INC. ALL RIGHTS RESERVED 14 GEAR APPS FOR YOUR BEST CUSTOMERS Your VIPs are more likely to use your app The rest of your customers will not
  15. 15. © THANX, INC. ALL RIGHTS RESERVED 15 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  16. 16. © THANX, INC. ALL RIGHTS RESERVED 16 FAR MORE PEOPLE ARE ON MOBILE WEB THAN APPS
  17. 17. © THANX, INC. ALL RIGHTS RESERVED 17 W E B S I T E S A P P • Menu / Nutrition • Locations • Contact Information and Hours • Reservations • Basic Ordering / Delivery • Loyalty • Customizable Ordering • Personalized Push Notifications KNOW YOUR CHANNEL
  18. 18. © THANX, INC. ALL RIGHTS RESERVED 18 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  19. 19. © THANX, INC. ALL RIGHTS RESERVED 19 WHAT CAN YOUR APP DO THAT A WEBSITE CANNOT S A V E D A C C O U N T S P U S H N O T I F I C A T I O N S G E O L O C A T I O N A C C E L E R O M E T E R
  20. 20. © THANX, INC. ALL RIGHTS RESERVED 20 S A V E D A C C O U N T S
  21. 21. P U S H N O T I F I C A T I O N S
  22. 22. © THANX, INC. ALL RIGHTS RESERVED 22 G E O L O C A T I O N
  23. 23. A C C E L E R O M E T E R
  24. 24. © THANX, INC. ALL RIGHTS RESERVED 24 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  25. 25. © THANX, INC. ALL RIGHTS RESERVED 25 Inactive Active 58% Out of 29 loyalty program memberships per U.S. household, 58%(!) are inactive. PEOPLE ARE LAZY INACTIVE MEMBERSHIPS
  26. 26. © THANX, INC. ALL RIGHTS RESERVED 26
  27. 27. © THANX, INC. ALL RIGHTS RESERVED 27
  28. 28. © THANX, INC. ALL RIGHTS RESERVED 28
  29. 29. © THANX, INC. ALL RIGHTS RESERVED 29 WHAT MAKES A CONSUMER WANT TO DOWNLOAD AND KEEP AN APP? Does it make my life easier/provide continued value? Does it provide a joyful experience?
  30. 30. © THANX, INC. ALL RIGHTS RESERVED 30 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  31. 31. © THANX, INC. ALL RIGHTS RESERVED 31 JOYLESS EXPERIENCES
  32. 32. © THANX, INC. ALL RIGHTS RESERVED 32 INSTEAD WHAT IF IT WAS EFFORTLESS Pay As Usual Get Rewarded
  33. 33. © THANX, INC. ALL RIGHTS RESERVED 33 PHONE STAYS IN YOUR POCKET OR PURSE
  34. 34. © THANX, INC. ALL RIGHTS RESERVED 34
  35. 35. © THANX, INC. ALL RIGHTS RESERVED 35 FINAL WORDS OF WISDOM Minimize Unnecessary IT Headaches Make It Joyful For Consumers Measure Results
  36. 36. © THANX, INC. ALL RIGHTS RESERVED36 Zach Goldstein zach@thanx.com

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