Restaurants missing mobile business

UK restaurants are failing to make the most of smartphone traffic, with just 2.6% of websites optimised to allow mobile browsing.

Released by Livebookings, an international online reservations provider, the research found that 23% of web browsing is now done by mobile phone, while 36% of the UK population now owns a smartphone. Correspondingly, web searches by PC are declining by 15% year on year.

In order to help more restaurants take advantage of business from mobile phone reservations and browsing, Livebookings has launched a tailored mobile platform called Pocket Diner.

Integrated with the Livebookings reservation system, Pocket Diner allows restaurant managers to access all internet bookings from a single place. The service also includes a content management system, which allows restaurants to manage or customise information on their site such as menus and maps, as well as GPS technology to locate visitors and promote offers.

Andris Berzins, chief marketing officer at Livebookings, said: "Restaurants can’t afford to ignore the power of mobile. Consumers today demand instant access to the services they want 24/7. The restaurant industry, like other service sectors, needs to respond to changing consumer behaviours and embrace mobile technology to deliver a high quality user experience."

Among the UK restaurants to have adopted Livebookings so far are the Strada, Giraffe, Café Rouge and Masala Zone chains. For more information visit www.pocketdiner.co.uk

Gabriel Savage, 12.04.2011