Starbucks’ app is the most popular among several well-known restaurant loyalty rewards apps, according to a new survey from The Manifest, a business news and how-to website. Nearly half (48%) of app users surveyed regularly use the Starbucks loyalty app, compared to 34% who use the Domino’s app and 30% who use the Pizza Hut app.
The survey of more than 500 smartphone owners shows how customers use food delivery and restaurant loyalty apps and indicates how restaurants potentially can increase customer engagement by delivering food through an app or launching a loyalty rewards app.
The user experience (UX) of Starbucks’ app contributes to its popularity, say experts who point out UX elements the app does well.
For example, users must pre-load money onto the Starbucks app to pay with it. Since the money is on the app and can’t be spent elsewhere, it entices users to visit Starbucks more.
“You’ve already pre-spent the money,” said Chris Hobbs, president of Two Tall Totems, a Vancouver-based mobile app and software development firm. “I think that’s what makes it so sticky.”
The Starbucks app also clearly communicates how users can earn rewards, and it offers real value – not only through free food and drinks but also by offering free music, games, and other goodies.
Successful Loyalty Apps Capitalize on Love of Winning
Loyalty rewards apps are popular: 50% of smartphone owners regularly use them and are incentivized to do so through gamification, or the idea of turning the brand’s experience into a game. When Starbucks users earn points toward a reward with every cappuccino they buy, they’re more likely to keep purchasing.
“Gamification makes users return to the app,” said Olexandr Leuschenko, head of mobile stack at Ciklum, a digital solutions company. “Gamification revolves around social actions and receiving awards – badges, likes, leaderboards, and other things that give the user a special status. People like to be the best in something almost as much as they like to get a free product.”
Food Delivery App Users Want Options
Food delivery apps such as Postmates and Uber Eats are also popular among app users. A significant number of food delivery app users surveyed (20%) say they use their preferred app because it has “better restaurant options.”
Some food delivery apps create exclusive partnerships with popular restaurant chains. For example, DoorDash partnered with fast-food chain Wendy’s to deliver its food.
Experts recommend that restaurants exploring delivering their food through an app should ensure the apps they work with have a variety of restaurant options and a large user base.
The Manifest’s 2018 Consumer App Survey included 511 U.S. smartphone owners.
Read the full report here: themanifest.com/app-development/how-customers-use-food-delivery-and-restaurant-loyalty-apps .
For questions about the survey, a comment on the findings, or an introduction to the industry experts included in the report, contact Riley Panko at [email protected].
About The Manifest
The Manifest is a business news and how-to site that compiles and analyzes practical business wisdom for innovators, entrepreneurs, and small and mid-market businesses. Use The Manifest as an approachable tour guide through every stage of the buyer journey. With three main offerings – data-driven benchmarks, step-by-step guides, and agency shortlists, The Manifest strives to make your business goals a reality.
SOURCE The Manifest