Getting Customers to Download and Use the App
Promote an app to customers for whom it solves a real repeat-order problem, then measure successful use rather than raw downloads.
Promote an app to customers for whom it solves a real repeat-order problem, then measure successful use rather than raw downloads.
Identify the right audience
Existing satisfied direct customers are usually a more credible starting group than everyone within the delivery radius. Do not assume marketplace customer data can be reused for the restaurant’s own marketing; check the platform agreement and applicable marketing rules.
Explain the customer benefit plainly
- Faster repeat ordering.
- A clear loyalty programme.
- Better management of favourites or preferences.
- App-specific service that genuinely exists.
- Reliable access to the restaurant’s direct channel.
Avoid vague claims such as “best prices” unless the business can substantiate them across the relevant comparison.
Use promotion at natural touchpoints
Packaging, counter signage, the restaurant website and owned social channels can help customers discover the app. QR codes should lead to a maintained landing page or correct store destination, not a brittle printed link that cannot be changed.
Design incentives with significant conditions visible
State eligibility, dates, minimum spend, channel, exclusions and usage limits clearly. Model the funded value and kitchen impact. A first-order incentive should not create a permanently loss-making cohort.
Remove adoption friction
- Correct store listing and screenshots.
- Clear app publisher and privacy information.
- Proportionate permissions.
- Working account recovery.
- Menu and checkout parity with the advertised promise.
- Staff who can help without holding up service.
Measure the full funnel
- Promotion seen or scanned.
- Store or landing page reached.
- Install completed.
- Ordering journey started.
- First order completed.
- Second order completed.
- Continued active ordering.
A large gap between install and first order usually indicates a product or promise problem, not a need for more promotion.
Build a maintained app landing page
Use one owned web page that explains the benefit, shows current store links, provides support and can redirect after a supplier or app change. Printed QR codes should point to this maintained destination rather than directly to one store listing. Test the page on the devices and browsers customers use.
Improve the store decision
Use accurate screenshots, publisher identity, privacy information and a description that matches the live service. Do not promise faster delivery, lower prices or exclusive rewards unless the operation can honour them. Reviews and ratings should be requested at a sensible point and never used to obstruct support.
Measure acquisition economics by cohort
Attribute incentives, printing, media and staff effort to the customers acquired. Compare first order, repeat order, contribution and support over time. Separate organic customers from heavily discounted cohorts. Stop a campaign that creates installs but not sustainable orders.
Respect customer choice
Keep the website and ordinary support route visible. Avoid repeated full-screen prompts, forced notifications or withholding necessary order information to obtain an install. App adoption should result from a useful product, not from making the alternative deliberately worse.
Related guides
- Restaurant Apps — the main guide for the wider topic.
- App Launch and Adoption — the broader guide that frames this implementation.
- App Retention and Engagement — a closely related operational control to review alongside this page.
- How to Plan a Restaurant App Launch — a closely related operational control to review alongside this page.
Sources and recheck points
Guidance checked: 24 July 2026. Recheck official guidance and supplier documentation before changing a live process.
Operational, legal and platform requirements can change. Recheck official guidance and supplier documentation before altering a live service.
Related practical guides
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Use the wider guide library to check the menu, kitchen, fulfilment, payment and financial implications of each decision.
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