Mobile Services as a Marketing Tool to Enhance Restaurant Revenue: An Exploratory Study

The study's first objective is to discuss the potential of mobile information services' enhancement of the restaurant industry's revenues, and second, to provide practical implications for restaurant managers who wish to capitalize on the opportunities mobile information services offer. According to the survey findings, managers can expect that about a half of their young customers may consider participating in offered services; potential users of restaurants' electronic information prefer receiving discounts, incentive information, and electronic coupons, and prefer not to receive gourmet menu information, pictures, or videos. Potential users of the mobile information services are somewhat reluctant to provide personal information.