Majority Of Food Businesses Unsure Of Managing Mobile Technology

Food delivery
An UberEATS food delivery courier waits for an order in London, Britain September 7, 2016. (Photo: REUTERS/Neil Hall/File Photo)

A recent survey by Oracle indicated that most food and beverage businesses are unsure if they are prepared for mobile technological advancements that will require them to adapt to changes in the future.

According to Smallbiz Trends, the Oracle survey found out that only 48 percent of F&B business owners are ready to take on mobile innovations. Furthermore, the survey indicated that 62 percent doubt they can manage changes in the sector that revolve around mobile technology.

While food and beverage businesspeople are very much aware of the threats posed by competitors capitalizing on mobile technology, many owners are still doubtful of their capacities in handling advanced technological solutions.

Titled "Going Mobile: A Benchmark of Mobility Maturity in the Restaurant Industry," the study also found out that 59 percent of F&B business owners admitted potential consequences that they will face amid increasing mobile use by consumers.

"In order to remain relevant to a rapidly evolving audience, restaurants must act quickly to modernize their mobile strategy and offerings," senior vice president and general manager for Oracle Food and Beverage, Simon de Montfort Walker, said.

Walker explained that today's restaurants should acknowledge the urgent need for adopting relevant mobile technologies to serve customers better. He added that food and beverage businesses should also consider modern back-end solutions.

Last month, an Entrepreneur report indicated that mobile adaptations could be a restaurant's ticket to success. The report cited a Google study that discovered 90 percent of consumers who check their smartphones at an average of 80 times per day do not have a particular brand in mind when they search for restaurants online.

According to the report, food and beverage businesses should capitalize on this scenario by appropriately managing an online presence. This could be an effective way to win a customer in search of a restaurant.

Grocery retailers and manufacturers have already started to explore the potential benefits of adopting mobile technology innovations. According to Food Navigator, some companies in the sector have been using e-commerce to let mobile users know about the available products they have.

Peapod is among the groceries that leverages on e-commerce to attract online customers. Various products are displayed on the website with bundle options, CPG-based meal kits, and various recipes.

Industry analysts believe that mobile technology will be a future trend in the food and beverage sector. Experts suggested that businesses under the sector should consider mobile advancements to improve customer experience and revamp traditional practices that may no longer work in today's client base.

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