Whether to prioritize mobile or desktop investment continues to be a debate for consumer brands. Even with analytical advancements in data collection on device use, brands still struggle to find the right balance.

This challenge is especially prominent for restaurants, as evidenced by L2’s analysis of site traffic for 124 restaurant chains. With 58% of traffic coming from mobile devices, it’s clear that mobile search plays a huge part in driving not only brand engagement but foot traffic and conversions as well.

While the majority of site traffic comes from mobile users, restaurant groups specifically lose mobile opportunity to site complexity, slower load times, and cumbersome transaction processes. When building your restaurant’s mobile site, it’s important to factor in the mobile user’s demand for expedient information.

By placing menus more prominently, integrating maps for easier location search, and simplifying the online ordering process (when available), restaurant groups can better capitalize on the increasing number of “near me” searches — up 35% since 2016 — to drive site traffic and conversions, as well as in-store sales.

For more restaurant-specific digital insights, stay tuned for our upcoming L2 Digital IQ Index: Restaurants report.

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