For a long time, technology innovation in the restaurant industry was relegated only to the biggest names in foodservice with the budgets and staff to build a robust tech stack. But as omnichannel capabilities and a strong digital presence become table stakes even for the smallest of emerging brands, being a mom-and-pop restaurant stuck in the analogue era is not sustainable.
For many operators that don’t have a CDO or CIO on staff, sticking with just one or two tech vendors that offer an expansive range of tools can be tempting. The latest investment for two big names in digital foodservice technology? Branded mobile app tools. Both DoorDash and Toast announced this month the launch of new DIY mobile app capabilities that allow operators to plug in their brand colors and logos, (and in the case of DoorDash, their design needs and operations goals) and spit out a first-party app, with little experience necessary.
Both DoorDash and Toast are aiming their new tools at emerging operators and helping to even the odds between smaller and larger brands that are all fighting for a piece of virtual real estate on consumers’ phones.
In other news this month, Olo laid off more staff, drive-thru automation company, Presto put itself up for sale, and Serve Robots developed a robot-to-drone delivery solution.
Tech Tracker rounds up what’s happening in the technology sector of the restaurant industry, including news from restaurants, vendors, digital platforms, and third-party delivery companies. Here’s a breakdown of what you need to know and why:
DoorDash and Toast both launch DIY mobile app tools
Earlier this month, Toast announced a new suite of mobile-first innovations that includes a branded mobile app capability, allowing operators to launch their own customizable, white label iOS/Android apps. Previously, Toast only had this functionality available through third-party delivery integrations.
Through Toast, operators can select their brand’s imagery, colors, and logos to customize the app, as well as choose to add push notifications and promotions. This allows operators to create a basic app with no coding or other tech experience required, and it is available with the Toast Digital Storefront suite.
“Our research found that 75% of surveyed guests say they have an interest in using a restaurant’s white-label app,” a representative from Toast told NRN. “Guests connect to what a restaurant represents and the experience it provides them both on-site and online, so we are seeing more restaurants try to enhance the experience they provide pre-, during and after a guest visit.”
DoorDash takes these capabilities one step further to offer an à la carte mobile app building solution through the new DoorDash Commerce Platform. When an operator signs up for this feature, DoorDash holds a series of consultation meetings with them to learn more about their branding, sales goals, and timelines. Operators will also have control over the general design of the app, as well as the ability to add a customizable loyalty program. Then the operator is sent over mockups of the app, and if approved—it will go live on the iOS and Android app stores.
“DoorDash will customize the app launch to each merchant’s specific needs and preferences,” a company spokesperson told NRN. “For example, some merchants prefer to be actively involved in the design process, while others will rely on our expertise to handle most aspects of the app creation. DoorDash meets merchants where they are and works closely to ensure the app meets each merchant’s expectations prior to launch.”
The mobile app uses DoorDash’s online ordering solution and starts with the standard commission free pricing of + 2.9% fees, a spokesperson confirmed.