Franchise Industry Accelerates In-House App Development to Cut Delivery Platform Reliance

Franchise businesses are intensifying efforts to revamp their in-house applications, aiming to lessen their dependence on third-party delivery platforms. This strategic shift focuses on enhancing user convenience and bolstering membership benefits to cultivate a loyal customer base. The move seeks to bolster the competitiveness of their own channels while mitigating the costs and control issues associated with external delivery services.

LotteGRS, a prominent player in the food service industry, has fully redesigned its ordering app, 'Lotte Eat's.' The overhaul prioritizes simplifying the complex ordering process and improving the navigation features, allowing customers to find and select their desired menu items more easily and quickly. Key improvements include integrating the shopping cart, order form, and payment steps into a single flow. Additionally, a 'reorder recent purchases' function has been prominently placed on the app's main screen to shorten the ordering procedure.

The app also introduces 'Eatz's Pick,' a feature that recommends curated set menus and suggests optimal combinations for drinks and toppings, enabling one-tap ordering. To enhance usability, the interface has been adjusted for easier one-handed operation, and convenient payment methods such as Naver Pay and Toss Pay have been added. These enhancements are already showing positive results, with the app, launched in 2020, having accumulated a significant number of members.