Економіка, управління та адміністрування (Dec 2022)
Prospects for the use of mobile applications for digitalization of the main business processes in the restaurant business
Abstract
The article examines the technical advantages of mobile applications over traditional methods of managing business processes and the advantages of their use in the restaurant business in view of prolonged quarantine restrictions and the war with the rf. The need for active implementation of mobile applications in restaurant operations is argued, which is primarily due to the increase in the number of mobile device users, which significantly expands the possibilities of working with large data flows, and therefore allows the restaurant business to scale profits. Among the advantages of using mobile applications for the restaurant business, the authors single out the ability to order food or book tables online, implement a loyalty program (offer bonuses or vouchers), present guests with an up-to-date menu, quickly receive feedback from guests, etc. Technically, this can be implemented through table reservation services, food ordering and delivery, self-service kiosks, digital inventory tracking, digital menus, mobile solutions for couriers. All these services should be combined into full-fledged mobile applications for convenience. The opinion is substantiated that a high-quality mobile application will perform important functions for any restaurant business, in particular, it will attract the attention of new customers, maintain the interest of existing clientage, contribute to increasing the profitability of public catering establishments, and allow to effectively manage an establishment or restaurant chain. An attempt is being made to link the need to optimize online customer orders with the increase in the number of restaurants and online platforms for ordering and delivering food. In support of this, it is noted that a restaurantʼs mobile application should retain customers, and not force them to constantly choose between different similar applications. All the information you need for this can be provided by A/B testing, which involves comparing two versions of something to determine which one performs better. It can take the guesswork out of a restaurantʼs technical staff about what exactly needs to be optimized in the restaurant app. It is argued that based on real user data, the restaurantʼs technical staff can directly see the impact of changes on the mobile application and move forward immediately with a winning option. In this way, continuous improvement of the application can provide a deeper understanding of customer preferences and allow updates to be made, aligning changes with what customers have responded well to in the past.
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