Restaurant Mobile Sites are Slow and Out-dated, Says Report

  • Thursday, September 25th, 2014
  • Author: Tim Maytom
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dominosResearch into US restaurant brands mobile sites has shown that the majority are slow to load and arent taking advantage of the most up to date technology and practices in mobile web design.

The report by online marketing firm The Search Agency studied the top 50 restaurant and catering sites, and found that only 32 per cent of sites analysed made use of responsive web design (RWD) and those that did took over a minute to load, on average.

In addition, only 40 per cent of sites utilised a click-to-order or click-to-reserve button, hampering their mobile conversion rates. The study compared the sites capabilities compared to the mobile best practices set out by Google, as well as other current features commonly used, such as geolocation APIs, social media share buttons and app download options.

Of the brands scored by the report, Papa Johns came in highest, and with the fastest load time. Panda Express, Dominos, Wendys and Jimmy Johns also scored well, while Dave and Busters, Chipotle and Golden Corral ranked as the bottom three.

“Were seeing a trend that shows that many brands are attempting to answer Googles call to use RWD, but the implementation of these sites is proving difficult, as they are resulting in longer page load times and often a poor overall experience,” said Delia Perez, senior vice president of account delivery and strategy at The Search Agency. “We also conducted a SEO Ranking with this report, and were happy to discover that of the 50 sites, 47 were crawlable. This is a good first step, but more work is needed in the areas of meta descriptions and click depth.”