If you’re researching a franchise system that takes customer service seriously, there’s no way to overstep the major importance of serving through mobile search options. This is even more important for franchise businesses that are highly compatible with the click-to-order crowd of customers that want to access products and services while on the go.
Without a doubt, food franchises fit very well into this category of businesses that are well-suited to offer mobile transactions. Just what should potential franchisees on the hunt for a franchise look out for in terms of mobile site development?
Online Ordering Capacity—Clearly. But what else is involved in this not so straightforward aspect of helping customers order from their mobile device?
Try out the online ordering process that’s available through potential franchisors yourself, ask your friends and family to give them a try as well, and evaluate the results. One major issue that many restaurant industry franchise businesses can have is an excessively large screen size that simply won’t load well for seamless viewing via mobile device coupled with load times that inhibit busy customers. According The Mobile Experience Scorecard — Restaurants & Catering (distributed by The Search Agency) 32% of 50 food business mobile sites reviewed had issues with a loading time of over one minute (which can be like an eternity to many potential hungry patrons seeking their next meal experience).
The scorecard also features a section of customer reviews on certain brands, which offers a look at what some customers think of how these mobile sites are functioning for them in terms of practicality. And it takes not a genius to guess that a mobile site’s visibility on major search engines is critical, so this is certainly something to check out, and the scorecard covers aspects of this as well.
Another feature to look for is the infamous button that says “Hey, you can actually order or reserve here!” which customers serious about mobile ordering love to see. 40% of the 50 food businesses reviewed on the scorecard actually have one. How do the franchise systems you’re considering serve mobile customers? How important is this to their business and yours?
One thing to keep in mind: many businesses that need to build a better relationship with mobile customers through mobile sites are in fact doing their best to set up mobile functionality, so this aspect of serving customers will only become more and more evident as time passes when you check out new franchises.