Is Culver’s Restaurant Delivery App Really a Digital Menu?3 min read
The term restaurant delivery app may be somewhat of a misnomer in certain cases. For some restaurants, like Culver’s, the branded mobile app may be more like an enhanced locate restaurant app or even a digital menu.
While a restaurant delivery app usually refers to an order food app with a delivery service (or, at least a pick-up or take-out) option (see our previous blog post, “Locate Restaurant and Order Food Apps are Growing in Popularity”), it can also refer to what amounts to an enhanced locate restaurant app that enables a restaurant to deliver additional features to a mobile device, such as push notifications of item availability, discount offers, and previews of new items.
Unlike order food apps, this type of restaurant delivery app enables customers to browse, but not order from, the restaurant’s menu; unlike a reservation system Apple, it does not let customers book a table. Nonetheless, this type of branded mobile app helps the restaurant cultivate a strong relationship with its repeat customers.
Culver’s, a US family-owned, fast-food chain of burger and frozen custard restaurants, released a custom-branded, enhanced locate restaurant or restaurant delivery app for both the iPhone smartphone.
Like a locate restaurant app, Culver’s restaurant delivery app lets customers find the nearest restaurant, obtain restaurant information, such as hours of operation, and get driving directions, but it also enables customers to discover the Flavor of the Day, browse Culver’s full menu of cooked-to-order ButterBurgers, salads, soups, sides, and famed Fresh Frozen Custard desserts, find nutrition and allergen information on every item offered, receive special discount offers and “sneak-peeks” of new items coming to Culver’s, and even send feedback to the restaurant.
Additionally, Culver’s customers who don’t want to miss being able to get their favorite flavors of Fresh Frozen Custard when their available nearby, can save their favorite flavors and favorite or nearby Culver’s locations to a favorites list on the branded restaurant delivery app and receive push notifications on their iPhone when those flavors are being served at one of their favorite Culver’s locations or at a Culver’s location nearby.
Culver’s branded restaurant delivery app delivers the information its customers want, and keeps its loyal following of customers coming back, even though it does not facilitate advance ordering or payment, and even though the restaurant takes no reservations and has no food-delivery option.
With its enhanced features, Culver’s restaurant delivery app might better be thought of as a digital menu.
Digital menus run the gamut from ones which, like the iPhone digital menu at Disney World, function more like an enhanced locate restaurant app, to ones which, like the digital menus at New York City’s upscale De Santos, provide a sophisticated touch-screen point-of-sale (POS) and payment system that runs the restaurant’s operations (see our previous blog post, “Feature-Rich Digital Menus Save Time and Money for NYC Eatery”).
Disclaimer: This is an independent report sourced from one or more news articles and or press releases; none of the company’s, entities or technologies digressed in this report are affiliated with or a client of Open.
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