What Restaurants Can Learn from Wonder's In-Store App Marketing Strategy

TLDR

Having a mobile app is essential for modern cafés, but how do you ensure customers use it? Many businesses launch an app and rely on digital ads or word-of-mouth—missing a major opportunity right inside their own space.

A perfect example of effective in-store app marketing is how Wonder does it. Wonder doesn’t just offer food delivery from top restaurants; it ensures customers know about and use its app no matter which Wonder location they visit.

If you run a coffee shop, bakery, or restaurant, you can apply Wonder's in-store strategies to increase app downloads, boost engagement, and turn first-time customers into loyal users. Let’s break down what they do right - and how you can do the same.

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How Wonder Successfully Market Their App In-Store

Wonder has redefined food delivery by bringing restaurant-quality meals to customers while ensuring its app remains central to the experience. It partners with renowned restaurants and chefs across the U.S., replicating their signature dishes and offering them via its app for pickup and delivery. However, the brand doesn’t just rely on online ads or word-of-mouth to grow its app user base. It takes a strategic in-store marketing approach to ensure customers see, engage with, and download its app at key moments.

Here are a few tactics Wonder uses to increase app awareness inside their locations:

1. Table Tents & Countertop Signage

Walk into a Wonder location, and you’ll see small, strategically placed table tents on counters and tables. These simple yet effective signage pieces feature QR codes that direct customers straight to the app download page. This method works because:

• It captures customer attention while they wait for their order.
• The QR code makes downloading the app effortless.
• It subtly reinforces the brand’s digital presence without feeling intrusive.

2. QR Codes on Takeaway Bags & Packaging

Wonder understands that the in-store experience doesn’t end when the customer leaves. Their takeaway bags and packaging feature prominently placed QR codes, ensuring that even those who grab their food to go are reminded of the app. This works well because:

• Customers who enjoyed their meal at home can quickly scan the code for future orders.
• The branding stays with them even after they’ve left the store.
• It turns every takeaway order into a potential app download.

3. Eye-catching Sandwich Boards

Many of Wonder’s locations use sandwich boards placed just outside their storefronts to highlight special offers, new menu items, and app benefits. These boards:

• Attract foot traffic by catching the eyes of passersby.
• Create curiosity about what the app offers.
• Remind existing customers of the app when they visit again.

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How Your Brand Can Implement These Strategies

Design and Place Table Tents Strategically

Table tents serve as more than just decoration; they are an easy yet effective way to encourage app downloads. When placed in high-traffic areas like tables, counters, or waiting areas, they create natural touchpoints that prompt customers to engage with the app. A well-designed table tent should include a clear message, an easy-to-scan QR code, and an incentive such as a first-time user discount or app-exclusive reward. The goal is to make downloading the app feel like a natural extension of the dining experience, rather than an extra step.

Do you need a custom design for your table tents? We can create them for you. Contact us to request one.

Use QR Codes on Takeaway Bags & Cups

For restaurants that offer takeout, branded packaging presents a unique opportunity for app promotion. Placing QR codes on takeaway bags, coffee cups, and napkins ensures that customers continue to engage with the app even after they leave the store. This strategy works particularly well when paired with an incentive, such as a discount on their next order or loyalty points for scanning the code. Encouraging repeat customers to reorder directly from the app further solidifies its role in their dining routine.

Promote the App with Outdoor & Window Signage

A restaurant’s storefront is valuable real estate for marketing, and Wonder makes full use of it with bold sandwich boards and window decals that capture attention before customers even step inside. Displaying simple, compelling messages like “Skip the Line – Order Ahead with Our App” can encourage foot traffic to engage with the app before placing an order.

By integrating these small but effective in-store marketing strategies, restaurants, and cafés can create multiple digital touchpoints that drive app adoption and encourage repeat engagement.

Measuring Success and Iterating

Monitor app downloads and usage rates to track the effectiveness of your in-store marketing campaign. Use unique QR codes or promo codes for each location to gauge which strategies are most successful. By continuously refining your approach, you can significantly increase your restaurant's app downloads and enhance customer engagement.

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Why In-Store Marketing Matters for Your App’s Success

Many restaurants and coffee shops invest in a mobile app, only to find that customers don’t use it as often as expected. The issue isn’t the app itself—it’s a lack of awareness. Simply launching an app isn’t enough; customers need to be reminded of it at the right time and place. In-store marketing ensures that when customers are already interacting with your brand, they have a clear, effortless path to discovering and downloading your app.

A key advantage of in-store promotion is that it requires minimal effort from the customer. A quick scan of a QR code on a table tent, takeaway bag, or storefront sign is all it takes to install the app. Unlike digital ads that compete for attention, in-store prompts are placed in natural, high-visibility spots, making it easy for customers to take immediate action.

Most importantly, in-store marketing reinforces the app as part of the overall customer experience. When customers see app reminders on tables, receipts, coffee cups, and signage, it strengthens their awareness and increases the likelihood of adoption. The more integrated the app feels in their visit, the more naturally they’ll use it for future orders.

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Final Thoughts

If you’re running a café, restaurant, or bakery, promoting your app in-store is one of the simplest yet most effective ways to drive downloads and engagement. With tools like table tents, branded takeaway packaging, and window signage, you can turn your foot traffic into app users.

Need help designing your app’s in-store marketing materials? Reach out to us for custom table tent designs and more.

Don’t have an app yet? We build white-label apps for Square-powered coffee shops, bakeries, and restaurants. Get in touch to launch yours today.

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