Use of Mobile Applications in the Quick Service Industry: Implications on Operations, Marketing and Customer Perceptions

The objective of this research is to provide an insight into the QSR (Quick Service Restaurant) industry, and to outline how it could benefit from the usage of mobile applications ("apps") as an ordering device. The study provides a preliminary insight into the ordering behavior of pizza customers and their perception about ordering via mobile apps as well as impacts on marketing and operations. The results suggest that pizza customers, who frequently use multiple ordering channels, order more often and spend more money on an average order. Furthermore, the study revealed that people who have already used an app to order pizza seem to like it even more than people who previously have not used it at all. In summary, this study suggests that mobile apps as well as other forms of online ordering methods lead to increased sales.