GLENDALE, Calif. – In an effort to make online ordering more convenient and ensure more interaction with its customers Applebee’s announced enhancements to its mobile app.
"We've made the app more order-centric based on what guests told us they wanted, making it easier to use and faster to place an order," said Adrian Butler, senior vice president and chief information officer, DineEquity, Inc. "This improvement is just one part of a holistic technology strategy for improving the guest experience, allowing for greater engagement with the brand and driving preference for Applebee's."
Olo, a mobile and online food ordering platform, developed the app for Applebee's. The companies came up with a new way to improve advanced ordering and scheduling orders to be ready ahead of time. The company is offering customers $5 off their first order using the new app or its online ordering.
The latest effort is part of a company-wide campaign to also use technology to enhance engagement with dine-in customers. For example, in many restaurants, tabletop tablets allow diners to order appetizers, desserts or request their server’s attention.