A new digital environment has changed consumers' expectations for convenience when it comes to dining, and Applebee's has responded with its revamped Applebee's To Go app. The platform, which is available both on mobile and desktop, lets consumers order for pickup more easily than in the past, and at participating locations, consumers can have their orders brought out to their cars in a simulation of the drive-thru experience.
Beyond the convenience of Applebee's app-based ordering, the restaurant has also taken pains to keep the dishes themselves as delicious as when dining in. The company has introduced a new set of packaging that "ensures the meal remains hot and tasty outside of the restaurant", according to a press release.
Considering the competition from independent mobile apps, Applebee's To Go is an important addition to the restaurant's repertoire.
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Trend Themes
1. Digital Ordering Services - The rise of digital ordering services that provide consumers with convenience and flexibility in the dining industry to take advantage of growing demand.
2. Curbside Pickup - Curbside pickup as a feature for restaurants’ mobile apps to cater to the shift in consumer preferences for dining modes.
3. Innovative Packaging - Innovative packaging that ensures the freshness, flavor, and temperature of the meals can increase brand loyalty and create differentiation among competitors.
Industry Implications
1. Restaurant Industry - Restaurants looking to innovate in order fulfillment, seamless ordering, packaging, and providing exceptional customer experience with digital and curbside pickup services should be exploring these trends.
2. Packaging Industry - Packaging companies who offer disruptive innovations like specialized temperature-controlled packaging for the restaurant industry are greatly sought after.
3. Mobile App Industry - Mobile app developers who help businesses enter the digital age with customized ordering and delivery services fit to meet today’s consumer expectations are increasingly in high demand.