People Are Hungry For Restaurant Apps

ccording to RetailMeNot, one in four U.S. consumers have at least

one restaurant app on their phone. Restaurant apps come in all

kinds of sizes with features like order ahead, loyalty perks, favorite

orders, digital coupons, mobile payments and more.

The unfortunate reality is that most restaurant chains have not yet risen

to the expectations of their mobile customers. The concept of “food tech” is

often an oxymoron. For example, 45 out of the top 100 restaurant brands

lack a native app altogether. Sure, most have a mobile website or responsive

A

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ARC REPORT BY APPLAUSE • JUNE 2016

THE BEST AND WORST RESTAURANT APPS

The average mobile user sentiment score of the 100 most successful restaurant chains’ flagship Android and iOS apps,

as rated by nearly one million U.S. customers.

38/100

Nearly one million reviews reveal the restaurant industry’s mobile leaders and laggards.

By Ben Gray, Digital Experience Analyst, Applause

site that displays their menu and locations — but customers expect richer,

location-based and transactional engagement.

Even restaurants with native apps have room to improve, according to their

own U.S. customers. ARC from Applause analyzed nearly one million app

store reviews in the App Store and Google Play of the 100 most successful

restaurant chains based on U.S. sales, as profiled in Nation’s Restaurant News

Top 100 Report. A stark contrast became immediately apparent between

the mobile leaders, such as Domino’s, Starbucks, Five Guys, Pizza Hut and

Taco Bell, and the laggards, too numerous to mention but profiled below.

Take Inspiration From The Trailblazers

When done right, an effective mobile app

profoundly impacts the bottom line. Native

apps work best with active behaviors. What is

more active than ordering (and eating) food?

For evidence, look no further than Starbucks,

Domino’s and Taco Bell.

Starbucks’ mobile app accounted for 21% of its Q1 U.S. transactions. It’s top

feature, Mobile Order & Pay, represents 10% of total transactions at high-

volume Starbucks stores, directly contributing to increased sales (Mobile

Strategies 360). Domino’s supports payment across 15 platforms, including

Apple Watch, Amazon Echo and Samsung TV. More than half of U.S. sales

are driven through digital (Business Insider). Taco Bell experiences 20%

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higher average orders on mobile

than in-store purchases (Mobile

Commerce Daily).

These success stories are proof

points that, when brands match and

surpass expectations, customers

(and restaurants) win. But it’s not

as easy as engaging with Tillster or

Olo to launch new digital engagement platforms, mirroring an established

leader or hoping that what your developer partner delivers can withstand

real world challenges without testing outside of the test lab and beyond

internal employees.

The 2016 State Of Restaurant Apps

Leveraging Nation’s Restaurant News Top 100 Report, ARC analyzed the

mobile user sentiment of every restaurant’s flagship native Android and iOS

apps. We did this via Applause Mobile Sentiment Analysis, a subscription-

based SaaS tool that continuously crawls app store reviews and measures

on a 100-point scale how users perceive the quality of mobile apps.

In total, 55 of the 100 restaurant brands qualified for analysis. These

chains have native Android and/or iOS apps with a statistically significant

cumulative volume of app store reviews. The apps, relied on by consumers

around the country and in some cases the world, garnered nearly one

million app store reviews in the U.S. alone. ARC stack ranked the 55

restaurant chains based on a weighted average of their Android and iOS

mobile user sentiment scores (see Figure 1).3

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016

FIGURE 1: APPLAUSE RESTAURANT MOBILE SENTIMENT INDEX

Cracker BarrelDomino’s

Casey’sNoodles & CompanyOutback Steakhouse

Jimmy John’sJersey Mike’s

Panera BreadStarbucksFive GuysPizza Hut

Moe’s Southwest GrillTaco Bell

Culver’sPapa John’s Pizza

Auntie Anne’sIn-N-Out

Chick-fil-AApplebee’s

ChipotleChili’s

Jamba JuiceSteak N Shake

WingstopSubway

Hardee’sCarl’s Jr.

McDonaldsBurger King

7-ElevenFirehouse Subs

BJ’sWawa

McAlister’s DeliTexas Roadhouse

Krispy KremeSheetz

Wendy’sTGI Fridays

Circle KDenny’s

Panda ExpressDunkin' Donuts

Dairy QueenWhite Castle

Little CaesarsSonic

Tim HortonsHooters

Papa Murphy’sJason’s Deli

Buffalo Wild WingsRed Robin

Church’s ChickenRuby Tuesday

30135792263781112

449

756

47248958

8101417835065

33240

14

3178534384336674

536562529

720801815

6855547219415245

U.S. SALESRANK

AVGSCORE

88.685.378.076.375.170.267.065.763.562.859.655.855.853.652.444.644.243.743.043.041.339.137.737.337.234.734.731.728.728.428.127.427.426.625.023.822.822.522.022.021.720.820.620.020.020.019.819.016.015.015.014.912.412.03.0

N/A0.3

N/A18.868.147.2N/A24.78.0-1.2

-0.4-2.2-0.7-2.417.412.13.7

-0.8N/A-0.54.3

35.15.24.8-1.81.21.2

27.24.2

-0.6N/A-8.1-2.1-1.96.0

-4.7-2.7-7.50.50.08.2

-4.2-14.9

9.0N/AN/A9.8

-3.0N/AN/AN/A

2.9-10.6N/A0.0

211163,961

833202235

1,93875

743105,877

1,19568,338

1,2955,955

1998,176

765105541190

1,3411,283

203436

4,0202,4773,5663,566

10,5356,361

8,466239361873243425

1,216325

1,1082,059

269314323917

389293132

8491,399

149189

N/A813528224203

446146,835

60137164

2,873587

4,269106,982

23940,164

8698,424

50210,927

158171

34465

2,721764183246

1,124817

1,0061,0061,367

9821,045

175255599179103375125267569

67141178

507759426

267597992181

309360

2462

4

We further categorized these brands by restaurant type, including: fast food

(the most popular with 27 brands), fast casual (15 brands) and casual dining

(13 brands). There was a fourth type: fine dining, but Ruth’s Chris doesn’t

have an app and The Capital Grille lacked reviews. Somewhat surprisingly,

fast casual beat fast food as the highest-rated restaurant type (see Figure 2).

Forty-five restaurant chains failed to qualify due to a lack of native apps

(34 brands) or had apps but with fewer than 150 cumulative app store

reviews (11 brands). In

the 2017 edition of this

report, ARC remains

bullish that this list will

shrink as restaurants

unleash their upcoming

mobile investments and

engage more effectively

with their customers

via digital and mobile

channels (see Figure 3).

FIGURE 2: APPLAUSE MOBILE SENTIMENT BY RESTAURANT TYPE

Fast casual (15 brands)Fast food (27 brands)

Casual dining (13 brands)

49.033.832.9

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016

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Eight Popular Apps Earn High Quality Marks

Across the more than 30 million apps Applause Mobile Sentiment

Analysis crawls globally in real time, the average mobile sentiment

score is a 67.3. The most successful restaurants are far below this global

benchmark, coming in with a 37.8 weighted average.

It’s time that restaurants reset the expectations their customers have

in them by launching and sustaining high-quality digital engagement

channels. Eight incredibly popular brands earned weighted averages

of 55 or greater based on more than 1,000 reviews:

• Domino’s (85.3, ~311K reviews) [Android | iOS]

• Jimmy John’s (70.2, ~5K reviews) [Android | iOS]

• Panera Bread (65.7, ~5K reviews) [Android | iOS]

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016 WITHOUT APPS WITHOUT ENOUGH REVIEWS

FIGURE 3: RESTAURANT BRANDS (AND U.S. SALES RANK) WITHOUT APPS OR ENOUGH REVIEWS

KFC

Olive Garden

Jack in the Box

Arby’s

IHOP

Popeyes

Red Lobster

Whataburger

The Cheesecake Factory

Golden Corral

Longhorn Steakhouse

Zaxby’s

Waffle House

Bojangles'

Bob Evans Restaurants

12

16

21

22

23

27

28

34

35

38

39

42

46

48

49

PF Chang’s

El Pollo Loco

Carrabba’s

Logan’s Roadhouse

Costco

Cheddar’s

Qdoba

Del Taco

California Pizza Kitchen

Perkins

Bonefish Grille

Boston Market

Ruth’s Chris

Long John Silvers

Baskin-Robbins

51

59

60

61

62

63

64

67

69

70

71

73

76

77

79

O’Charley’s

Target

Captain D’s

Einstein Bros. Bagels

Famous Dave’s

Checkers

Yard House

CiCis

Joe’s Crab Shack

Raising Cane’s

Krystal

Maggiano’s Little Italy

The Capital Grille

Round Table Pizza

Big Boy

82

85

86

87

88

90

91

93

94

95

96

97

98

99

100

6

• Starbucks (63.5, ~213K reviews) [Android | iOS]

• Five Guys (62.8, ~1K reviews) [Android | iOS]

• Pizza Hut (59.6, ~109K reviews) [Android | iOS]

• Moe’s Southwest Grill (55.8, ~2K reviews) [Android | iOS]

• Taco Bell (55.8, ~14K reviews) [Android | iOS].

Is anyone actually surprised that Domino’s, Starbucks, Pizza Hut and

Taco Bell have four of the five most heavily reviewed apps (Papa John’s

Pizza is the fifth) and among the highest-rated restaurant apps? These

four have been and remain trailblazers in the fast food/QSR industry

(see Figure 4).

FIGURE 4: APPLAUSE FAST FOOD MOBILE SENTIMENT INDEX

Domino’sCasey’s

StarbucksPizza HutTaco Bell

Auntie Anne’sChick-fil-A

Jamba JuiceHardee’sCarl’s Jr.

McDonaldsBurger King

7-ElevenWawa

Krispy KremeSheetz

Wendy’sCircle K

Panda ExpressDunkin' Donuts

Dairy QueenWhite Castle

Little CaesarsSonic

Tim HortonsPapa Murphy’s

Church’s Chicken

85.378.063.559.655.844.643.739.134.734.731.728.728.427.423.822.822.522.020.820.620.020.020.019.819.015.012.0

0.3N/A8.0-0.4-0.712.1-0.835.11.21.2

27.24.2-0.6-2.1-4.7-2.7-7.50.0-4.2

-14.99.0N/AN/A9.8-3.0N/AN/A

163,961833

105,87768,3385,955765541203

3,5663,566

10,5356,3618,466873

1,216325

1,108269323917389293132849

1,399189224

146,83560

106,98240,1648,424158344183

1,0061,0061,367982

1,04559937512526767

178507759426

267599224

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016

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Now the fast casual industry

is bringing similar levels of

investment and focus on the needs

of its customers. Apps from Jimmy

John’s, Panera Bread, Five Guys and

Moe’s Southwest Grill are among

the highest-rated (see Figure 5).

Because the use case for native

apps in the casual dining industry is

lesser in comparison to the fast food

and fast casual sectors, no casual

dining apps were among the most

reviewed. However, shout-outs

are deserved for Cracker Barrel

FIGURE 5: APPLAUSE FAST CASUAL MOBILE SENTIMENT INDEX

Noodles & CompanyJimmy John’sJersey Mike’s

Panera BreadFive Guys

Moe’s Southwest GrillCulver’s

Papa John’s PizzaIn-N-OutChipotle

WingstopSubway

Firehouse SubsMcAlister’s Deli

Jason’s Deli

76.370.267.065.762.855.853.652.444.243.037.337.228.126.615.0

18.847.2N/A24.7-1.2-2.2-2.417.43.7-0.54.8-1.8N/A-1.9N/A

2021,938

75743

1,1951,295199

8,176105

1,3414,0202,477239243N/A

1372,873587

4,269239869502

10,927171

2,7211,124817175179181

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016

and Outback Steakhouse (see Figure 6). Cracker Barrel, for thinking

differently and engaging with customers via in-restaurant games, and

Outback Steakhouse, for allowing customers to check wait times and

pay when they’re ready through the app instead of a server.

Eleven Apps That Have Room To Improve

We can’t all be winners. Interestingly, four of the top ten restaurant

chains based on U.S. sales landed in dubious company, including No. 1

McDonalds, No. 4 Burger King, No. 5 Wendy’s and No. 7 Dunkin’ Donuts

(more on Dunkin’ Donuts below). In all, eleven restaurant chains with

apps that accumulated more than 1,000 reviews were hit with mobile

sentiment scores less than 33:

• McDonalds (31.7, ~12K reviews) [Android | iOS]

• Burger King (28.7, ~7K reviews) [Android | iOS]

FIGURE 6: APPLAUSE CASUAL DINING MOBILE SENTIMENT INDEX

Cracker BarrelOutback Steakhouse

Applebee’sChili’s

Steak N ShakeBJ’s

Texas RoadhouseTGI Fridays

Denny’sHooters

Buffalo Wild WingsRed Robin

Ruby Tuesday

88.675.143.041.337.727.425.022.021.716.014.912.43.0

N/A68.1N/A4.35.2-8.16.00.58.2N/A2.9

-10.60.0

211235190

1,283436361425

2,059314149813528203

44616465

76424625510356914179

30936062

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016

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• 7-Eleven (28.4, ~10K reviews) [Android | iOS]

• Wawa (27.4, ~1K reviews) [Android | iOS]

• Krispy Kreme (23.8, ~2K reviews) [Android | iOS]

• Wendy’s (22.5, ~1K reviews) [Android | iOS]

• TGI Fridays (22.0, ~3K reviews) [Android | iOS]

• Dunkin’ Donuts (20.6, ~1K reviews) [Android | iOS]

• Sonic (19.8, ~1K reviews) [Android | iOS]

• Tim Hortons (19.0, ~1K reviews) [Android | iOS]

• Buffalo Wild Wings (14.9, ~1K reviews) [Android | iOS].

Poorly rated apps are often not optimized for frequent micro

engagements, requiring multi-input navigation (i.e., not tailored for

the most common customer journeys and frequent touchpoints, such

as finding nearest location, displaying the menu, ordering ahead, etc.).

Or they lack the features customers expect (i.e., order ahead, loyalty

programs and discounts, etc.). Or they’re unintuitive, ugly, unstable,

slow or otherwise full of defects that customers encounter with

regularity.

Short-term testing efforts (e.g., manual and automated functional

testing, usability reviews and performance audits) can surface

immediate issues.

Some Brands Had Great Sentiment Swings

ARC analyzed how the mobile sentiment of the most popular restaurant

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apps evolved over the previous year.

Eighteen brands experienced mobile

sentiment swings of five points or

greater, with three experiencing

more volatile improvements of 35

points or greater (see Movers &

Shakers).

Outback Steakhouse retired its legacy

app (Outback 365) and launched its

well-received Outback app, driving

an incredible — and ARC Research

record-setting — year-over-year

improvement of 68.1. In February

2016, Jimmy John’s rearchitected

its iOS app to support favorites and

saved instructions that landed a 47.2

increase. In July 2015, Jamba Juice unveiled v2.0 and iterated six times

before the end of the year. The improvements resonate with customers

who appreciate the easier navigation, elegant design and order ahead/

ASAP ordering that drove a 35.1 improvement.

Apps That Got Hit By Savvy Competitors

Your standing in the apps economy isn’t just impacted by your own

operational decisions. It’s impacted by competitive and market insight.

If a competing app gets better and resets the industry benchmark, your

app looks poorer in comparison. The longer it takes to respond, the

more customers you’re risking.

MOVERS & SHAKERS

Outback Steakhouse

Jimmy John’s

Jamba Juice

McDonalds

Panera Bread

Noodles & Company

Papa John’s Pizza

Auntie Anne’s

Sonic

Dairy Queen

Denny’s

Starbucks

Texas Roadhouse

Steak N Shake

Wendy’s

BJ’s

Red Robin

Dunkin' Donuts

+68.1

+47.2

+35.1

+27.2

+24.7

+18.8

+17.4

+12.1

+9.8

+9.0

+8.2

+8.0

+6.0

+5.2

-7.5

-8.1

-10.6

-14.9

SOURCE: APPLAUSE MOBILE SENTIMENT ANALYSIS, JUNE 2016

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Some restaurant apps were negatively impacted by the progressive

capabilities added by their competitors. For instance, look at innovative

features like order ahead (Domino’s, Starbucks, Pizza Hut, Taco Bell and

more) and saved/favorite orders (Jimmy John’s, Five Guys, Chipotle,

Jamba Juice, among others). The likes of Wendy’s, BJ’s, Red Robin and

Dunkin’ Donuts have ground to cover to achieve feature parity or

differentiate with an equally compelling strategy.

It’s worth noting that Dunkin’ Donuts and Chick-fil-A have already

started. Dunkin’ Donuts recently launched its New Dunkin’ Donuts app

that supports order ahead, favorite orders, DD Perks enrollment and

nutritional information.

Chick-fil-A, with its newly unveiled Chick-fil-A One app, now supports

location-based services, order ahead, mobile payments and a loyalty

program called Treats that drove it to the top of the app store charts.

No matter the company’s

industry, geography or

reputation, app users are

vocal about their experiences.

It’s time for restaurant brands

to embrace digital-first

strategies that raise the bar for

quality to ultimately deliver

richer customer experiences

that accelerate growth.

Complementary Onsite Workshops

Applause is making this report’s author available for onsite workshops

that will enhance understanding of touchpoints across your customer

journey, share insight into the best practices that industry-leading

brands have embraced and determine how your company can get to

market faster with a rich digital presence.

Interested? Contact bgray@applause.com.

About ARC

ARC from Applause is a research group dedicated to providing insights

on the apps economy. ARC leverages data from a variety of sources,

including proprietary Applause data, to provide a comprehensive view

of app quality. ARC combines this with analysis into reports to help

brands understand what’s happening in the apps economy.

Learn more at http://arc.applause.com.

About Applause

Applause is a digital quality and testing company, empowering

companies to deliver great digital experiences - from web to mobile to IoT

to wearables and beyond. By combining in-the-wild testing services, test

automation, mobile beta management and mobile sentiment analysis

on which this report is based, Applause helps companies achieve

the quality they need to thrive in the digital economy. Thousands of

companies - including Google, Fox, Amazon, Concur and Runkeeper -

rely on Applause.

Learn more at www.applause.com and follow @applause on Twitter.

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