Posts Tagged ‘marketing strategies’

Business Building Ideas for Restaurants to Try in 2014

April 18, 2014

In order to stay ahead in the restaurant business, operators have to be constantly on the lookout for new ways to build and strengthen their businesses. Creativity, flexibility and the willingness to try new things goes a long way in this industry. Here are a few business building ideas to put to use for your restaurant business in 2014.

Put All Our New Technology to Work In Your Restaurant

The restaurant industry is particularly well suited to benefit from the various new forms of technology that have arisen over the last several years. From smartphones, to tablets, to video menu boards, we now have the ability to instantly communicate with and engage our customers at a level that was never before possible. Although the success of marketing campaigns done through social media, email and text varies dramatically from business to business, there’s no doubt about it’s potential power in driving traffic, increasing sales and building loyalty. Nearly 75% of fine and casual dining operators say they plan to devote more resources to these arenas in 2014, with 60% of family dining operators saying the same thing. In all but quick-service, operators feel the next likely marketing and reputation tool will be online review sites; quick-service is favoring Twitter, smartphone apps and texting.

Building your digitally connected community of customers has an added benefit aside from just being a loyalty and brand awareness building strategy. You can also offer your customers discounts during off-peak hours as a way of getting incremental visits from your customer base. Roughly 25% of family and casual dining, and 36% of fine dining operators, are already offering this form of variable menu pricing. The lion’s share in table service believes this will be increasingly popular in the future. As discussed in a previous post, the demand is certainly there.

Look for Opportunities to Expand Your Restaurant’s Off-Premise Presence

Another business building opportunity lies in off-premise marketing. Some 56% of consumers say they would likely order delivery direct to their home or office if the option was available. Another 46% said they would use a curbside takeout from a table service restaurant. Even food trucks could represent a lucrative opportunity—70% of customers said they’d definitely be interested in visiting one if their favorite restaurant offered it. Taking your restaurant off-premise also has the added benefit of increasing your overall brand awareness.

Tap into Restaurant Retail, Travel and Tourism

Travel and tourism is another opportunity area that restaurants can take advantage of. This year stands to be a good year for the industry. International travelers alone are expected to spend over $100 billion on tourism-related goods. Money spent on eating out at restaurants will, of course, be a large percentage of that expenditure.

Restaurant retail is another interesting option to build your business. A number of restaurants have been expanding in this arena over the last few years. About one quarter are currently offering packaged food items for retail sale or have opened a grocery store section.

The take home message is that there are a number of business building opportunities out there for restaurants to take advantage of this year. The key to success lies in the operators’ ability to be creative, flexible and open to opportunity.

Greater Focus on Family Opens Opportunity for Restaurants

April 11, 2014

The last several years have seen a heightened appreciation in the populace for meaningful moments and experiences. We are focusing more on what we have and less on what we don’t. We want to give our energy to what is most important in our lives. For many people, that means family. In fact, for 62% of today’s consumers, it is a sign of success or accomplishment to be able to spend a lot of time with their families. This sentiment holds true across age groups, and while it’s stronger in females, it’s a significant feeling among males too. What’s this information have to do with the restaurant business? It’s an opportunity. Families are looking for ways to spend time with each other, and restaurants are perfectly suited to provide the setting.

Restaurant Marketing Campaigns Should Target a Broad Definition of Family

Restaurants have always been favorite gathering places for families. That part hasn’t changed since the restaurant industry began. What has changed is the definition of what people now consider to be family. It used to be that a “traditional” family meant a husband, a wife and maybe some kids. According to the U.S. Census Bureau, however, that type of family now makes up less than half of all American households today. The larger group is now composed of multi-generational households, single parent families, same-sex families, families in which the adult children still live at home, and households that consider themselves family, but are not actually related. The take home message for the restaurant operator is that marketing campaigns need to take this diversity into account and target these various demographics accordingly if they wish to truly tap into the opportunities that await in the arena of family business.

What Families Really Want from Restaurants

It’s important to remember that most people’s primary objective when they go out to eat together is to have an enjoyable experience with each other. The choice about where they go to do that is secondary. Ensuring that your restaurant provides a warm and welcoming atmosphere, where people can focus on and hear each other, goes a long way toward facilitating the meaningful experience families are looking for. Of course, family deals and discounts, platters geared toward large groups and perks for making a group reservation ahead of time go a long way too.

On Premise Service Isn’t the Only Opportunity for Restaurants Catering to Families

Providing your family patrons with a service and experience that they love doesn’t have to end on the premises. There’s a huge opportunity in take-out and delivery from family customers as well. Families that order out want to feed a lot of people without a lot of hassle. Deals that provide a full course meal which feeds multiple people are appealing, and it makes sense to have them on hand as part of your overall marketing strategy geared toward family groups.

It’s not uncommon for families to pick one restaurant in particular to return to as a group again and again for years. The experiences that have together over your food become treasured memories for the customers, and they often become some of the most loyal and best referring patrons you have. It only makes sense then, to take extra effort to ensure that your marketing plans include targeting this important demographic.

Important Questions Restaurants Should Answer Before Putting a Mobile Ordering Platform in Place

April 4, 2014

Having a mobile ordering platform in place is becoming more and more essential to any restaurant’s future longevity. Restaurants around the country are rolling out mobile initiatives left and right, and there’s no question about the success of that endeavor. However, there are a lot of decisions that need to be made before your new mobile ordering platform is ready to go public. Here are a few key questions operators need to answer before joining the mobile ordering movement.

Should Your Restaurant Invest in its Own Mobile Ordering Hardware and/or Software?

The first question to consider is whether or not it makes sense for your restaurant to invest in its own, customized mobile ordering platform. There are a lot of advantages to doing so. You can create your own proprietary software and apps, perfectly customized to your particular restaurant and customer demographic. You can also add nifty bells and whistles. One of these “bells” is a GPS locator that sends an order to the kitchen when it recognizes the person who has placed the order is near.

The downside, of course, is that it takes more time and money to develop your own platform, and doing so may not make sense for every restaurant out there. There are a number of mobile ordering technologies that already exist. It might be smarter to simply use an API (application program interface) to put one of those to use for your business—especially if time or money is an issue.

How Is Your Restaurant Going to Handle the Costs, Data and Security Issues that Arise with Mobile Ordering Platforms?

The next questions to think about in terms of rolling out a mobile ordering platform have to do with properly and efficiently handling money, data and security. For instance, you must decide who is going to host, manage and process payments from your customers. Are you going to use an existing service such as Google Wallet or Square, or are you going to look for a different solution? If you do decide to use a third-party, what transaction fees are involved? Vendor fees vary widely, so be sure to shop around.
Mobile ordering has excellent potential for drawing on demographic data if properly designed and payment processing security is paramount for any business. So, in terms of data, operators need to consider the following questions: What data are you collecting? Who owns it? Where is it going to be stored? How safe and secure is that data? What are the security levels?

What Goals and Strategies Will Your Restaurant Put in Place for its Mobile Platform?

Last but not least, it’s important to set goals and strategies in order to maximize the effectiveness of your new mobile ordering system. What kind of budget are you going to allocate? How can you capture the biggest audience quickly? Do you have a marketing plan in place to get people to use your new system? Are you going to pair your mobile ordering platform with any sort of loyalty program? And, most importantly … have you set success metrics and set up the ability to track the results of your endeavors?

Putting a mobile ordering platform in place for your restaurant doesn’t have to be difficult, but it does require some strategic planning and a bit of shopping around. If your restaurant business if ready to make the move to mobile, making sure you’ve done your homework ahead of time will make a big difference in how effectively you can roll out your new mobile initiative.

Is Variable Menu Pricing the Next Big Move for Restaurants?

March 29, 2014

As restaurants continue to look for ways to cut costs and increase profit margins, the idea of introducing variable menu pricing as a form of yield management is gaining steam. The hotel and airline industries have been utilizing this form of yield management for years with great success. While it is clear how this system is beneficial from the business standpoint of more accurately managing costs, what many restaurant operators may not have considered is that the introduction of variable menu pricing could actually help drive more traffic to their restaurants as well.

Consumer Confidence Remains Fragile and Disposable Income Is Spread Thin

The economy has been steadily gaining strength from its major downturn a few years back, but consumer confidence and spending remains fragile, and nowhere near the level of decades past. In 2013, disposable personal income for the average American gained a mere 0.8 percent; an anemic rate, at best.

What’s more, that money is getting distributed over a wider range of consumer expenditures than it did in days of yore. It used to be that a restaurant operator’s biggest competition was other restaurant operators. However, these days, the bigger competition is in getting the consumer to spend that meager disposable income in the foodservice industry at all.

Variable Menu Pricing Represents a Way to Grab Traffic and Build Demand

According to a survey conducted by the National Restaurant Association (NRA), two out of every five consumers said they were not using restaurants as much as they would like to in their daily lifestyles. Interestingly, this number was highest among those with household incomes of $75,000 or more. Even more telling is the fact that 72% of consumers in another NRA study said that they’d dine out more often if menu prices were lower during off-peak times. Menu prices that vary on different days of the week, or times during the day, therefore represent a tangible method of building consumer demand, driving traffic and lowering operational costs—creating a win-win for everyone.

Younger Consumers are Primed and the Technology to Implement Variable Menu Pricing Is in Place

In today’s world, consumers under the age of 44 generally expect restaurants to utilize some form of technology in their establishments. Video menu boards and tablet table menus are already being employed in a number of restaurants around the country. It wouldn’t be a major leap to have real-time menu prices on your websites and social media forums as well.

Despite the fact that yield management is a reasonably sophisticated science, advances in technology over that last 10 years have made it quite capable of handling the demands of a variable menu pricing system. Not only is it easy to alter menu prices by time of day, week or season, it’s also easy to alter those prices according to current market rates. These variable alterations can thus be utilized to meet the demands of both the consumer and the business. Therefore, they represent an opportunity to both fine-tune your restaurant’s operational system, as well as build incremental demand with your patrons.

3 Key Steps to Operational Excellence in the Restaurant

March 13, 2014

When you consider how much time you spend correcting or minimizing the repercussions of mistakes made in your restaurant, finding a way to guarantee that processes can be run correctly 100% of the time is appealing indeed. Just think what it would do for your business in terms of profitability, reduced cost and hassle, repeat business and customer delight if your patrons could expect to get the same high quality product or service every single time they visit.

The value of operational excellence, or providing the product or service right every time, cannot be underestimated. Same-store sales increase over businesses whose operational excellence is merely average. Even better, increases in operational excellence can often be achieved with little or no capital or ongoing investment, which makes striving for it a no-brainer. Here are three key steps you can employ in your restaurant to achieve the best standard of operational excellence possible.

Design for Quality in Your Restaurant Processes from the Start

The first and most important factor in improving operational excellence is to ensure that the products and services you create delight your customers. This may seem obvious, but all too often businesses start tweaking their procedures for efficiency without taking the time to ensure that those processes first meet customer requirements. Without ensuring that what you are offering is above and beyond a customer’s expectation, you risk too many “me-too” products which do nothing to set your brand apart from the crowd and appeal to your customer base. Once you’re sure you know how to delight your customers, designing quality into your processes is the next step.

The most significant difference between ordinary restaurants and high performers is that quality is designed into their processes from the get-go. These restaurants strive for implementing processes that create 100% success, every single time. For example, if you design a recipe and its instructions for excellence, the final product should always have the same great taste, regardless of who is in the back of the house.

Strive for the Perfect Process in Your Restaurant’s Procedures

Once you’ve designed your process for excellence, it’s time to run pilot tests and refine the procedures based on the results of that data. Test the procedure against multiple equipment configurations, a full range of employees’ and customers’ demands, to ensure that the process is as close to perfect as possible. Once you’ve got a process that can be replicated perfectly every time, document the steps in detail and develop your training materials.

Replicate and Refine the Restaurant Processes that Near Perfection

If your data shows that the process can be operated properly 100% of the time and is an improvement over an existing process, it’s time to mandate implementation throughout your organization. Standardization in the quality of products and services you offer is a critical factor to the overall success of your business. Effectiveness is always ahead of efficiency. Is it truly possible to make your processes so flawless that they can produce perfect products and services every time? Maybe not. But, if you focus on quality; carefully design your procedures so that they can be replicated as perfectly as possible, and have a goal of achieving outstanding operational excellence, you will get as close to perfect as possible.

3 Restaurant Marketing Trends to Watch in 2014

February 18, 2014

Marketing in today’s world can feel like a fragmented endeavor, what with all of the various options that are available. Traditional media marketing through television, radio and print remain important cornerstones of successful restaurant campaigns, but modern marketing options through social networks and digital and mobile platforms are equally critical. Rather than despairing over the fragmented nature of all of these options however, restaurant operators should embrace them as an opportunity to shine in multiple avenues and look for ways to implement integrated marketing and branding plans that build consumer awareness in new ways. Here are three restaurant marketing trends you will see a lot more in 2014.

Utilizing Restaurant Industry Applications and Refining Social Media Interactions

Smart phones now account for some 64% of all mobile phones in the U.S. and that figure grows steadily year by year. Consumers increasingly expect to be able to use their phones to interact with your business. Restaurants around the country are rolling out mobile-coupon and mobile-loyalty platforms with great success. Along with payment, loyalty, ordering and reservation functions, several restaurants are also developing games that align with brand messages or give food rewards to players to entertain and engage users. There is as much fragmentation within the type of device on which an application runs as there is in marketing avenue options. So, until there is an ‘ultimate device’ that everyone uses, it’s best for restaurant operators to keep versatility as top priority when developing and improving their applications. 

On the social media front, restaurant operators need to be more mindful than ever about how they look in the eyes of the public, and be prepared to deal with crisis should it arise. Previous years have shown us how quickly a brand’s reputation can get damaged through social media by careless responses from moderators regarding customer concerns. With a number of hot topics, such as minimum wage, poised to make headlines in 2014, restaurant operators should have a response plan of action or think about adjusting their cultural identities to best turn politics to their advantage. 

Old-Fashioned Restaurant Marketing Still Works, Especially on T.V.

With the rise of digital and social marketing, it can be easy think that you can let traditional media marketing fall by the wayside. This couldn’t be further from the truth. Despite the increasing popularity of digital and social marketing, television, in particular, remains a highly influential form of advertising. In fact, 68% of consumers surveyed in September of last year said they take action at least some of the time after viewing a TV commercial. The only thing that inspires a higher action rate than that is recommendations from friends and opinions posted online.  This underscores the folly of neglecting traditional forms of media marketing. 

Restaurants Co-Brand for Greater Reach

There is one final trend to watch in 2014 that we’ll discuss here. That trend is the potential that can be unlocked by partnering with the right companies and getting your research and development teams to collaborate. Such unions can be wildly successful for both businesses. Think of Taco Bell’s Dorito Locos Tacos, Cinnabon lending its signature flavor to Burger King’s breakfast products, as well as bottles of vodka, and McDonald’s and Kraft’s McCafe-branded coffee scheduled to hit grocery stores this year. Looking for ways to partner up and collaborate with other businesses in your area is a smart way to create a win-win situation for everyone, and you can count on seeing more such unions in the upcoming year.

Media marketing strategies will continue to evolve with technology and consumer demand. To be successful in the coming years, restaurant operators should focus on building integrated marketing plans and recognize that multiple media avenues are opportunities for creatively reaching and engaging customers.

3 of the Most Successful Restaurant Marketing Campaigns in 2013

February 11, 2014

As a restaurant operator, it never hurts to take a look at what is working really well for the competition. There were a number of highly successful restaurant marketing campaigns in 2013 worthy of review by the restaurateur looking to up their restaurant’s marketing campaign track record. Here is a brief review of three of the most successful. 

Wendy’s Makes a Home Run with Crowd-Sourcing

Crowd-sourcing can be a very powerful promotional strategy, but getting your customers engaged and interacting with your brand can be tricky. Wendy’s hit the crowd-sourcing home run in 2013 with their ‘Pretzel Love Stories’ and ‘Pretzel Love Songs.’ In these campaigns, they encouraged fans to comment on the Wendy’s Facebook and Twitter pages about how much they loved their new pretzel bun products. They then took these comments and cobbled them together into humorous video skits and songs telling the ‘pretzel love stories’ as crafted by the fans. They gave public credit to the people whose comments were selected, and, of course, ended each promotional video by encouraging viewers to send in more comments to help them write the next pretzel love song or story. The campaign went viral and ended up being a brilliantly successful marketing tactic for the restaurant.

Chipotle Mexican Grill Excels at Brand Positioning

Brand positioning can make all the difference in terms of how the public thinks of your restaurant. Over the last several years, Chipotle Mexican Grill has made its name with its ‘Cultivate a Better World’ and ‘Food With Integrity’ marketing campaigns, designed to demonstrate the brand’s commitment to sustainable and ethical food choices. In 2011, they put out a promotional video entitled “Back to the Start” which was wildly popular online. In 2013, they followed this up with a new video and matching smartphone and tablet apps entitled “The Scarecrow.” The object of the game is to guide the scarecrow character through a dystopian future landscape of processed food in search of sustainable sources to feed customers. The chain also offered free food rewards to download and play the mobile game. The campaign was again, wildly successful, and serves as a solid demonstration of how effective it can be to associate your brand with a cause about which people care. 

Dominos Takes the Pie with Personalized Pizza Profiles

While pizza joints were some of the first restaurants to embrace online ordering technology, it wasn’t until this last year that chains like Domino’s upped the ante in terms of customized online ordering. They decided to give customers the option to save a personalized ‘Pizza Profile’ in which they could save the details of their favorite orders to expedite future ordering. They then paired this feature with an extensive video marketing campaign illustrating the frustrations and waste of time ordering over the phone, and assured customers that they could reduce their order time to 30 seconds or less simply by creating a Pizza Profile on the Domino’s website.  Not only did this campaign bring in thousands of new customers, but it also had the added benefit of giving the company the contact information and permission needed to market to these customers in the future. 

Whether you want to look for ways to take advantage of restaurant technology, focus on positioning your brand, or find inventive new ways to appeal to your customers, it’s smart to scope out tactics being used successfully by competitors and employ them within your own business. Marketing success in 2014 and beyond will rely on taking notes on what’s working for others and integrating those ideas into your own unique restaurant marketing campaign.

Customers Expect Online Ordering In Restaurants

December 11, 2013

While we can thank the pizza industry for helping online ordering to gain wide-spread popularity, today’s customer has come to expect online ordering options from all of their favorite restaurants. Considering that online orders have a lower labor cost and yet tend to have higher than average checks, it’s no surprise that so many restaurants are making the move toward putting solid online ordering platforms in place. 

Online Ordering Streamlines Your Customer’s Experience

The popularity of ordering from restaurants on a computer is typically driven by two primary factors: the desire for a speedy, streamlined experience and/or the desire to avoid human interaction and potentially frustrating experiences. Customers jump at the opportunity to avoid long lines and wait times, by far preferring the ability to just whisk in, grab the food, and head back to the comfort of their own abodes.

Ordering online also has the added benefit of ensuring that the order is placed exactly right – with all of the customer’s special instructions clearly printed for employees to see. Combine those factors with the increased transaction speed for placing an order and it’s no wonder customers are ordering from their favorite restaurants online in record numbers.

Having Access to Your Online Menu Caters To Your Restaurant’s Most Loyal Members

It’s a fact that your restaurant’s regular patrons often order the same thing every time they frequent your establishment – people are habitual creatures. A number of restaurants have taken this understanding and applied it to the design of their online ordering platforms. They do this by providing the option to create a user profile and save all your favorite orders for one-click future repeats.

Other restaurants reward their most loyal members through their online profiles as well, letting members accumulate points or other rewards as a thanks for their regular patronage. While this can be a nice touch, customers have been shown to want an online ordering option regardless of whether or not they are rewarded. The perks of speed and efficiency can be enough in and of themselves.

Research Supports the Desire for Technology-Based Self-Sufficiency in Restaurants

A study conducted by the National Restaurant Association in October found that 63 percent of adults had used some form of restaurant-related technology in September of this year alone. The study also found that more than two in five adults use smartphones or computers to locate restaurants, find directions, view menus, and place orders.

Furthermore, 50 percent of all adults and 75 percent of adults aged 18-34 said they would use a smartphone or other mobile device to place takeout and delivery orders if the option were available in their favorite restaurant.

When you combine the customer’s desire to have online ordering options for their favorite restaurants with the fact that all the customer metrics (in terms of satisfaction, retention, and frequency) tend to be better with digital orders, it only makes sense to put an online ordering platform in place if you haven’t already. If you do have one set up, make sure that it is designed to make speed, customization, and functionality paramount.

3 Fun Ways to get Your Restaurant in the Holiday Spirit (and Boost Business!)

December 4, 2013

The holiday season brings what has traditionally been the biggest sales days of the year – for retail and restaurant owners alike. As a restaurateur, you are uniquely positioned to leverage the holiday season to the benefit of both your business’s bottom line as well as its reputation. With the holidays just around the corner, now is the perfect time to think about fun ways to get your restaurant into the holiday spirit!

Get Your Restaurant in the Holiday Spirit #1: It Starts with the Food

If there is a single thing that could be named as the commonality shared between most of the holidays, it would be people coming together over food. That said, you would be remiss not to alter your menu in some way as a nod toward that understanding. This could mean something as simple as adding eggnog to the menu or something as elaborate as creating a complete list of holiday specials, complete with festive decorations.

It could mean offering group discounts or freebies for kids or simply stringing up lights and adding some decorations to give your eatery a festive air. Showing your holiday spirit attracts all the people who are out looking for special holiday food and experiences.

Get Your Restaurant in the Holiday Spirit #2: In-House Contests and Games

Another fun way to engage employees and customers alike is to host fun in-house games and contests for the holidays. There’s a number of ways you could do this, and it could be done to raise proceeds for a charity or just for fun, it’s up to you. Host a raffle to win a free meal every day for a month. Run a contest to see who can come up with the best holiday photo for your social media pages. Implement a game where customers can choose to give a gift certificate for a Secret Santa item off the menu to another customer, as well as receive one in return. Whatever you pick, tell everyone about it, get your employees in on it and most of all, have fun with it!

Get Your Restaurant in the Holiday Spirit #3: Get Out in the Community

Another fun way to get into the holiday spirit while building your restaurant’s reputation is to take your staff and get involved in the community under the banner of your business. You could do this by signing up as a vendor for a holiday event, delivering excess food to people who need it, organizing a community clean-up project for customers and employees alike who are interested in volunteering, or simply taking your staff out for a night of caroling and eggnog.

Getting your restaurant into the holiday spirit through these types of activities is both fun and business-savvy. It engages your employees and customers, builds your reputation in the community, and helps to bring people through the door. What more could any business owner want as a gift for the holiday season?

4 Elements Critical to Your Restaurant’s Mobile Website Success

November 22, 2013

There’s no escaping having a mobile website if you run a restaurant. And more than that, you want a mobile website that is easy and intuitive for your customers to use – one that leads them right to the information they’re looking for in a matter of seconds. Here are four simple rules of thumb to follow when designing your restaurant’s mobile website.

Simplicity is the Key to a Restaurant’s Mobile Website Success

The place for flowery speeches and inviting images of your restaurant’s food and services is on your main website. Your mobile website needs to provide only the most pertinent information given as succinctly as possible. As a restaurant establishment, the pertinent information that your mobile users are going to want is your location, business hours, menu, prices, and preferably the ability to place their order right then and there.

Don’t make them dig for that information! Ditch the heavy graphics and lengthy copy and shoot for straight and to the point. As a general rule of thumb, keep your mobile site to between 5-10 pages.

Make Sure Your Restaurant’s Mobile Site is Usable

Usability is the next major factor to consider in your restaurant’s mobile design. Obviously, your links and buttons need to be large enough to easily push on small touch screens. The more white space you provide around your links and buttons, the easier it is to get around – so don’t clutter up the space with unnecessary elements.

Make sure that the site is logically organized and categorized so that it is easy to get around as well. Everything they want to know should be right up front. Last but not least, take the time to ensure that every menu, image, button, and link is working properly.

Don’t Make Your Mobile Restaurant Customers Wait!

The number one reason users abandon mobile and regular websites alike is lengthy load times. Heavy graphics and video are the worst culprits here, so again, avoid these wherever possible – especially on mobile.

It’s also smart to keep in mind that while your site may look just fine on one smartphone or tablet, it may get totally goofed up on another. Therefore, it’s essential that you test your mobile site across a diversity of platforms before it goes live.

Analyze Your Restaurant’s Mobile Website Data to Better Understand Your Customer

There are a ton of tools that will give you valuable insight on how well you mobile website is serving its purpose. Basic analytics tools will tell you not only where you traffic coming from, but how the people are interacting with your site. You can see what areas are most prominently used as well as where users are leaving your site, and can then use that information to adjust your design accordingly. To make this information most useful to you, make it a practice to monitor and analyze your website’s performance and functionality on an on-going basis.

These simple rules of mobile website design hold true whether those customers are looking for your location, your menu and prices, or the order button itself. Avoiding having a complicated, dysfunctional, or sluggish mobile website will help your customers more easily browse and find the information they’re looking for – how to patronize your business! Find out more about making your site mobile friendly at