How These Three Brands Are Killing the Mobile App UX Game

As the online ordering industry booms and loyalty programs become more common, franchisors are prioritizing a best-in-class mobile app user experience to reel in younger customers. In order to keep up with the times, brands need to focus on creating a smooth mobile ordering ecosystem and customer platform to meet consumers where they are–on their phone.

A more usable app creates higher user engagement, brand awareness, revenue generation, and can drive incremental foot traffic to brick and mortar locations. In addition to online ordering, the rise of branded mobile apps has resulted in an influx of loyalty programs. Even though many brands are partnering with third-party apps for delivery options, franchisors should still prioritize investments in their own technology platforms. 

Starbucks has become one of the leading brands dominating the mobile user experience (UX) design. From ordering and paying ahead of time to creating your own Spotify playlist, the simple, yet elegant Starbucks app provides a user experience that is both inviting and innovative, much like the coffee chain itself. Starbucks was also a pioneer in rolling out contactless payment methods for its U.S. customers, offering millions of people their first experience with in-store payments. In fact, up until recently, Starbucks had the top mobile payment app in the U.S., with more than 23 million users. 

Another tech-friendly brand dominating the mobile app game is Washington-based salad chain Sweetgreen, as 50% of the company’s orders are placed online, including its app, which has been downloaded by over 1 million people. The brand’s mobile app has become known for its fresh and stunning design, with sleek functionality that lets customers modify salads, save favorites and order with a couple of taps. Bridging the gap between health and convenience, the Sweetgreen app allows users to pay with their phone, order ahead and earn rewards for their purchases. 

Sweetgreen’s success is even more powerful when lined up next to brands with much larger footprints. For comparison, digital orders at Chipotle, a much larger fast-casual chain, accounted for roughly 11% of overall sales last year.

Krispy Kreme is another brand that has found the perfect balance between utility with a deep understanding of their customers' needs. The app’s aptly named Hot Light™ lights up when fresh hot donuts are ready. The user interface foregrounds the most important element consumers care about, which is temperature and uses convenience and intuition to make it easy. 

As Gen Z and Millenials continue to present the highest opportunity for targeted growth, mobile app design is becoming a bigger topic of conversation for franchisors.