New research has found that despite the increasing prevalence for ‘contactless ordering’ in hospitality venues, customers are frustrated by the growing number of apps they’re being asked to download.

More than half of customers questioned said they were annoyed at having to download multiple apps on their phone that all do a similar thing, including loyalty apps for different brands and multiple ordering apps for different restaurants and pubs.

The new research, from KAM Media and OrderPay, found that 42% of hospitality customers want an app that can provide functionality across a number of different hospitality chains. Unsurprisingly this demand is driven by younger customers, with 51% of those aged under 34 looking for a simpler app-based solution.

Demand for order ahead and pay-at-table apps is clearly growing with the research finding that mobile phone ordering has become increasingly important to 41% of hospitality customers in the last six months.

But even before Covid-19 hit, research from KAM Media found that 43% of 18-34-year-olds had used an app to pay a bill in a pub or restaurant, and 28% would have liked the ability to order and pay their bill even before arriving at the venue.

Joe Martin, Chief Marketing Officer at OrderPay, said, “We know that people only use a very limited number of apps – and three-quarters never use a newly downloaded app again three days after installing.

'The reality is that consumers will more likely download and value an app they’d use multiple times, at a range of different hospitality venues, if the right experience is available in the palm of their hand.

'So it’s vital operators think hard about the ordering channels open to consumers and the ongoing benefits they provide to both the business and their customers.”

The research also identified other key ‘stress points” in the customer journey, where effective technology potentially helps to ease the pain. Two-thirds (64%) have been frustrated when waiting for a bill and paying in a restaurant, with the same percentage experiencing annoyance when trying to split a bill with friends.

Katy Moses, MD, KAM Media, said, “Most customers are open to technology which will help enhance their experience – why wouldn’t they be? But the key is ensuring it is frictionless and painless for them. The hospitality industry has implemented some amazing technology within a matter of months, following the pressure of lockdown.

'Operators and technology providers now need to work together to evolve their solutions and ensure they are truly customer centred.”

(source: KAM Media)