The smartphones with application stores have created a new customer base. The smartphone user's data, obtained in huge amount every second, enables companies to build their marketing strategies, and to increase the number of goods and services purchased. The tourism and restaurant markets offer new possibilities with the use of mobile applications in order to improve the quality of the provided services. The objective of this research is to study mobile application use in the tourism and restaurant industries and to accomplish cross-cultural comparison between Russia and France. Applying a hypothetico-deductive approach both theoretical and empirical investigations are serving this objective. In the research two mobile applications are analyzed: Lafourchette in France and Resto in Russia. The mobile application use is regarded from three theoretical points of view: technology’s use, relationship marketing and cultural theory. UTAUT2 model is the central model of the research; this model has been a subject of numerous studies. We regarded this model in relation to relationship marketing and cultural dimensions. The results of the survey about mobile application use confirmed the hypotheses. Cross-cultural comparison demonstrated differences related to the economical, cultural and technology’s issues. Our findings are discussed from theoretical and managerial perspectives.