5 easy steps to profit maximized online ordering
DESCRIPTION
Today’s customers expect their favorite eateries to be available online, but many restaurant owners still have questions. How do you know if your business is ready for online and mobile ordering and what’s the best way to get started? In this 30 minute webinar, we’ll share tips for choosing the right technology and strategies for making the most of your online and mobile ordering system.TRANSCRIPT
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Steps
to
Profit-Maximized
Easy5
Online Orders
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QuickAIntroduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business Intelligence
Customer Loyalty
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QuickAIntroduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business Intelligence
Customer Loyalty
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QuickAIntroduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business Intelligence
Customer Loyalty
Your “One Throat To Choke”
Tech Provider
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StepUnderstanding Online Order ROI
1:
Why?
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Why Online Ordering?
“Growth in digital and mobile ordering contributed to the quarter’s (Q1 2013) 13.7% profit increase, accounting for about 40 percent of all sales, with some markets topping 50 percent.” --John Schnatter, Papa John’s CEO.
“Such advances increasingly give larger chains an advantage over smaller regional chains and independents”, said Tony Thompson, executive vice president, chief operating officer
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Proven OnlineOrdering Benefits:
Increased Order Frequency
Reduced Labor Costs
Improved Accuracy
Increased Customer Satisfaction
Increased Check Average
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Consumers Find Ordering Online:
Easier than speaking to a live person
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Consumers Find Ordering Online:
Faster
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Consumers Find Ordering Online:
More Convenient
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Consumers Find Ordering Online:
MoreAccurate
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Consumers Find Ordering Online:
But Most Important
. . .
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Ordering
Why do consumers
LOVEONLINE?
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The #1 Reason Is NotSURPRISE!CONVENIENCE The Reason Is
CONTROL
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They, Like You, Just Want Their Order To Be
Right. Ordering Online
Improves Accuracy
You might also like the positive impact on your bottom line!
http://www.granburyrs.com/blog/bid/69595/Strong-ROI-for-Restaurant-Online-Ordering-says-Cornell-Report
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Online orders are typically
Source: https://dl.dropbox.com/u/9082176/mcdevitt_internet_inhibitions_april_2012.pdf
15%
Fun Fact:
more complex than
in-store orders. They havemore calories. 6%
And they are23%
more obscure.
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“Triple Bacon with Garlic & Anchovies? Way too embarrassing to order over the phone!”
Source: https://dl.dropbox.com/u/9082176/mcdevitt_internet_inhibitions_april_2012.pdf
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Looking to attract Business & Catering orders?
10x
Among Our Users, Online Orders Are
More likely to be >$100 than an in-store order!
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Of all American Adults have placed a food order online
Source: http://www.iab.net/mobilemeals
40%
Did You Know?
Of all online shoppers prefer to shop online
70%
And once they try it . .
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of millenials (18-34) say they would like their favorite restaurant to offer more high tech ordering options
50%
Did You Know?
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With Just 10 Online Orders A Day:Adding Up the ROI:
$37.50
25% Ticket Average Increase
$352 Customers
Ordered More Often
$24.50
1 New Customer Found You Online
–and ordered
$26.75
One mistake averted – saving
you a refund
Bottom Line Results: $123.75 per day!
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"The cost of online ordering is so minimal - with the time online ordering saves, and even reducing no shows by 2 a month - the ROI is instant."
--Josh at Ben Yehuda Café & Pizzeria
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StepHow To Get Online
2:
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MySite
Portal?
Or A
http://www.pizzamarketplace.com/article/217497/Portals-vs-non-portals-Which-is-best-for-onlineordering?utm_source=NetWorld%20Alliance&utm_medium=email&utm_campaign=EMNAPMC08132013&utm_source=facebook&utm_medium=social&utm_content=1119159
Of consumers visiting a portal site
prefer to click to your site to order.
47%
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Portal Sites:PRO
CON
• May expose you to new customers• Good for touristy areas
• Expensive – up to 15% per order• Paying a middleman for existing customers?• Expose customers to competition• Funding – may wait 30 days• Not POS Integrated• Menu changes harder to maintain• May not have specialized functionality you need
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Your Site:PRO
CON
• You control the brand & experience• Integration with your POS system• Flat monthly fee encourages growth• Your pictures, colors & look• Don’t send customers deal shopping
• You must promote it to your customers• Use good web practices to get exposed to new customers.
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Trouble with Portals?
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Steer Clear of the Competition with Your
Own Site!
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You Can Do Both!• Promote your own site to your customers•Only pay the middleman for those new customers they send you!
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Choose Your Provider:
POS Integration is key!
• Manage orders on the Makeline• Control & Reporting Audit• Easier menu updates• Complete Customer History
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Expertise to Look For:• Store Selector / mapping
• Validate Delivery Area
• Charge Delivery Fees by Zone
• Delayed / Future Orders
• Pizza Sizes, Crust Types, Fractions
• Coupon Validation
• Out of Stock Items
• Daily or Weekly Specials
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Get Mobile!
50%Consumers surveyed had a branded restaurant app on their phone
Source: http://www.iab.net/mobilemeals
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"I like that there is a flat rate and we can push as much volume through it as possible. Plus, being integrated with our POS system makes handling the orders very simple. Having visual graphics to show the customers what they are getting has really helped and the customers enjoy seeing their order. Along with this, the visual up-selling to customers has also helped a lot.“
- Brian Banick, Solo’s Pizza
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StepSet Up For Success
3:
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Mistake #1:Requiring Registration Too Early!
• Don’t make customers sign in to start an order or browse the menu!
•Make registration less painful – use shortcuts like Register with Facebook
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Mistake #2:Ignoring the Power of Pictures
• Use pictures for your food & modifiers to increase the mouth-watering appeal.
• Get professional help for consistent, appealing photos
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Mistake #3:Going Off Site
• Embed the online ordering into your website to give consumers confidence – your URL stays the same.
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Mistake #4:Cutting Off The Cash
• 29% of Americans do not have a credit card!
• Allow a cash – “Pay At Delivery” option to maximize potential revenue.
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Mistake #5:Forget the Follow Up
• Now you know your customers – reward them for their loyalty with an integrated points & perks program
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“Many customers these days only want to use online ordering, plus the average check is much higher. The pictures are what really help to sell the product. Besides the pizza, the customers view all the sandwiches, desserts and other food we offer and you can’t do that over the phone. I wish I had started online ordering years ago.”
--Gary Cooney, Waldo Cooney’s Pizza
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StepPromoting Your Site
4:
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Promo #1:Restaurant Real Estate!
• Table Tents
• Window Clings
• Take Out Menus
• Delivery Vehicles
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Promo #2:Use That Box!
• Box Toppers with an Online-only coupon for non-online orders
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Promo #3:Get Off Hold!
• Customers on hold? Modify your message to promote your online ordering!
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Promo #5:Around The Web
• Make sure to update your listings around the web – Yelp, FourSquare, Google Places, TripAdvisor, Yellow Pages – etc. with online ordering information
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Promo #6:Get Social
• Create an “order online” tab in Facebook which links directly to your online ordering site.
• Don’t forget to post & tweet regularly reminding customers they can order online
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Promo #7:Special 1st-timer offer
• Create a special offer that applies the first time you order online - and promote it!
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Promo #8:Customer Outreach
• If you’ve got customer mailing information already, or better yet – an e-mail list, reach out to these customers to let them know you now have online ordering
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Promo #9:The Fast Lane
• Designate a special pre-paid pick-up line for customers who order ahead online. They can skip the busy wait at lunch – and make other customers jealous!
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StepThe Power of Suggestion!
5:
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Only30%
Of Fast Casual Chains do it. . .
http://www.marketingforecast.com/best-of-2011-online-ordering-offers-sales-opportunities-for-restaurant-chains/
Boost Those Ticket Averages!Suggestive Selling
Online
Effective online ordering, with suggestive selling, can lead to ticket averages that are 15 – 37 % higher than in-store averages
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Suggestions #1:Popular Combos
• Get consumers hooked with great combo deals that they see right away
• Use tempting pictures
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Suggestions #2:Item Enhancements
• Add modifiers
• Double toppings
• Extra Cheese
• Add Chicken
• Add Avocado
• Add sides of dipping sauce
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Suggestions #3:Item Companions
• Suggest profitable items to go with the item you are ordering
• Add sides, wings, bread, dessert, salad, drinks . . .
• Smart Upsell picks the right suggestion – based on what is not yet in the cart.
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Suggestions #4:Final Review
• One Last Chance to add something delicious to the cart
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For Every 100 orders . . What if:Suggestions ROI:
$15.00
30% add a topping
$99.8020% Add An
Appetizer
$49.75
25% Add A Drink
$25
5% Go For The Combo
Bottom Line Results: $189.55
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“Our customers really love the ease and quickness of placing an order - either on their computer or from our own mobile app. And the crew loves the efficiency, because they don’t have to pick up the phone or ring up the order. Their productivity increases - and that’s wonderful.”
--Mary Jo Onweller, Menna’s Joint
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Steps:Why OnlineGetting OnlineSet Up For SuccessPromoteUse Suggestions
5
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GRS Online Ordering:$129/mo. Flat rate
Includes Custom Mobile App
• Integrated with DiamondTouch, FireFly, Vital Link, Coffee Shop Manager, Aldelo, Focus, PC America POS.
• Non-integrated direct-print & e-mail available
Webinar Special:
$99/mo. w/12 mo. agreement50% off setupThru Dec. 31!
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Building Blocks of
SuccessPoint-of-Sale
Online Ordering
Mobile & Kiosk
Business Intelligence
Customer Loyalty& Feedback
EasyIntegratedAffordable
Check Out Our All-Inclusive
Packages!
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