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STUDY: Consumer Insight into Mobile Order Loyalists
// Stephen Shaffer - November 7, 2017

2017 is the year mobile ordering transitioned from a nicety to a must-have for quick-service restaurants. Early adopters like Starbucks, Dominos, and Taco Bell continue to be the gold standard, setting the bar for what QSR brands need to jump on the mobile order movement. The MO (mobile order) business is growing exponentially, and rightfully so. Mobile is a legitimate commerce channel for QSR – projected to be a $38 billion industry by 2020. It’s proved higher sales, greater customer loyalty, and increased foot traffic for leading retailers and restaurants nationwide. But perhaps most important: by publishing an app, you’re putting yourself in the hands of thousands, if not millions.

By creating self-produced repeat business via mobile, consumers build a historical record, revealing patterns and habits that provide a glimpse into the mindset of a brand’s most loyal customers. By studying the persistent app usage, mobile web behavior, and location of a brand’s best customers, it’s possible to identify what’s top of mind for distinct audiences.

Utilizing insights derived from our carrier-level data, we performed a mobile deep dive on the customer base of a leading coffee brand that utilizes mobile ordering. Analyzing over 200,000 unique users, we gained a better perspective on the trends, mindsets, and behaviors of their best customers.

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