In the past decades, there have been a growing number of food and beverage brand marketers who have extended their offerings via mobile apps. However, despite the increasing interest and investment in the mobile app market, there is still room for improvement in food and beverage mobile app retention. This study aims to explore why customers are disappointed with their food and beverage mobile apps. Specific attention is given to the role of customers’ negative food and beverage mobile app usage experiences. Based on the directed qualitative content analysis method, 3,866 valid user reviews from the top 5 Malaysian food and beverage mobile apps in the Google Play Store were collected and analyzed using NVivo version 12. Drawing from Delone and McLean information system success model and expectancy-disconfirmation model, the study found that customers’ negative food and beverage mobile app usage experience is complex and multidimensional. They can be categorized as performance expectancy disconfirmation and effort expectancy disconfirmation. Theoretically, the study extends the current understanding of mobile app usage retention mechanisms. In terms of practical implications, the study could provide valuable insights into improving consumers’ emotional experiences with food and beverage mobile apps, thereby enhancing user retention strategies. Researchers should consider the limitations of the study as opportunities for future research.