Mobile Ordering Takes Off, Thanks To COVID

Nekter Juice Bar was an early adopter of mobile ordering, and close to a third of its business came from its digital channels going into the pandemic.

These days, it’s more than half, helping the company to largely recover from the shutdown and its severe restrictions on dine-in service. Nekter’s sales have improved, even as the chain’s operators have been able to cut down on labor costs.

“It’s been huge,” said Steve Schulze, CEO of the 174-unit chain. “Average ticket is higher. Labor is lower because we’ve been open for takeout only. A lot of restaurants are comping positive while running 20% lower labor.”

The pandemic has been huge for mobile ordering, driving more consumers to download restaurant apps and sign up for restaurant loyalty programs. Numerous chains reported skyrocketing mobile app usage in recent months.

The result has provided the industry with an opportunity to drive more business, and certainly one most operators did not expect just a few months ago. The pandemic has sped consumers’ shift online, leading more companies to unleash mobile ordering functions or boost their existing apps in a bid to keep these consumers and drive more sales.