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Restaurant tech supplier Toast is now allowing operators of all sizes to build their own mobile apps.
The new tool is part of Toast’s fall product release, which also includes text message marketing. Both features are designed to help restaurants create direct relationships with their customers.
Restaurants of any size can choose to launch a white-labeled app through Toast, customizing it with their colors, branding and imagery. The apps will integrate with Toast’s online ordering, POS and loyalty systems. They will also allow restaurants to send push notifications and can help boost average check with suggestions and upsells. 
Why add a mobile app when you already offer online ordering? Toast’s data shows that customers who order through a branded app are 4 times more likely to be repeat customers than those who order from a website.
For 10-unit pizza chain Slim & Husky’s, the app has made it more convenient for customers to order and “keeps our brand at their fingertips,” said Courtney Gray, director of customer experience, in a statement.
The vast majority of large restaurant chains have a mobile app. But the technology is becoming more accessible to smaller operators via suppliers like Toast and DoorDash, which unveiled its own mobile app program last month.
Toast also launched SMS marketing, which will allow restaurants to text customers with promotions or news. The messages can be automated ahead of time or created on the spot, with writing help available from an AI assistant.
“I love being able to communicate the same day with people,” said Jason Wolbransky, GM of Dog & Bull Taphouse & Kitchen in Croydon, Pennsylvania. “If it’s a slow day, I’ll send a promo like ‘$5 off your bill’ or ‘free appetizer if you show this message.’ I know it is working because I see people come in and redeem these offers the same day.”
Dog & Bull also runs automated campaigns in the background, which Wolbransky said are generating an average of $34 per text sent. 
The mobile apps are part of the Toast Digital Storefront Suite Premium level, which costs $299 a month. SMS marketing is part of the Marketing Essentials Suite, which costs $185 a month.
They were two of the most-requested features from Toast customers, said co-founder and President Steve Fredette.
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