Mobile payment and consumer behaviour

One of the fast-growing trends in consumer behaviour is mobile payments, meaning payments completed via mobile--contactless-style.

One source says that mobile payments in the UK during 2017 exceeded £975m. Yes, that's nearly one billion pounds.

Another source shows UK mobile payments increasing by 365% during 2017. And it shows payments made via wearable devices (like smartwatches) grew by 129% in 2017.

More tests are underway as businesses and consumers grow accustomed to mobile payments. The Co-Op in Manchester, for instance, is testing a MasterCard app that allows shoppers to pay without ever queueing or stopping at the till.

Similarly, Barclay's Dine and Dash mobile app will enable UK customers to pay for restaurant meals by tapping a special point at the table. No more waiting for servers to bring the bill!

Pizza Hut in the UK is adding MasterCard's mobile payment app so customers can place orders and pay for meals without waiting for the server to bring the bill.

Have mobile payments reached a tipping point where they will now be considered mainstream? Will more payments be made via mobile than via plastic or cash? Marketers are watching consumer behaviour very closely to understand acceptance and adoption trends.

McDonald's is marketing convenience and more

And you thought fast food just had to be fast. That's not the only (or even the most important) benefit that McDonald's is marketing for competitive positioning in the hyper-competitive world of casual dining. With 37,000+ restaurants worldwide, the company is a powerful marketer and continues to innovate as part of its growth strategy.

In the UK market, McDonald's is now offering McDelivery. Via Uber, it will deliver meal orders to home or office, a service that has helped the company increase sales despite competition and other elements in the marketing environment. In fact, the company says orders for home delivery on 1/1/18 made that the busiest delivery day to date. Convenience is adding to the appeal of burgers, fries and other McD's menu items.

What else is McDonald's doing? It recently became a sponsor of the NatWest Six Nations rugby tournament, after ending its long-time Olympic sponsorship. The rugby sponsorship is being used to highlight upmarket burgers in its Signature Collection. These three burgers, featuring British and Irish beef, have new, trendy flavors compared with traditional McD's burgers. One is a BBQ burger, one is 'spicy' and one is 'classic' with smoked bacon, Cheddar cheese and a Brioche bun. So not only is convenience important, a menu with more variety--in tune with today's taste buds--makes a difference.

What's New at Pret a Manger and Itsu - Marketing

Pret a Manger is nearing its 30th anniversary, with expansion on its marketing menu to drive future profits. Rather than grow through franchising, Pret opens new company-owned stores in selected locations to maintain control of the fresh-food quality and the positive customer experience. Soon to open are new Pret stores in Shanghai, as well as in France, the US and of course, the UK.

Knowing that many consumers use their mobiles to search out convenient places for take-away, Pret (like many marketers) has a special site that looks good on the smaller screen for effective mobile marketing. In addition, it offers an app for customer convenience in finding the nearest location or checking the day's soup specials.

Founder Julian Metcalfe is also expanding Itsu, an Asian restaurant chain with dozens of locations (see its London news on Facebook here). Itsu doesn't offer breakfast but gets busy for lunch and dinner. It also has an online grocery division and some Itsu-branded foods are available in Boots, Tesco and other retail outlets. Good for the brand recognition and for expansion beyond company-owned locations.

Pret a Manger is established in US markets; will Itsu open across the pond, as well?