Mobile marketing is often described to be an inexact science. With the sheer amount of mobile apps available–and more coming every day–gauging long-term consumer interest and use of a particular platform can seem about as sure a bet as picking the winner of the Kentucky Derby two years in advance.
Consumers can be extremely fickle and always lean toward the application with the lowest barrier to entry.
Concerning the fast-casual restaurant industry and associated applications, consumers themselves can be extremely fickle. From experience, consumers always lean toward the application with the lowest barrier to entry. Requiring lengthy sign-ups, credit card information and other personal details within an initial process could be the barriers that turn a large percentage of consumers away from your rewards programs, reservation systems and other outlets. This in turn offers little to no value for your restaurant inventory, and puts your consumers in an awkward position,