Mobile Ordering, Marketing and SalesFor Restaurant Operators

The Industry Challenge

• The Top Challenges* for Restaurant Marketers today:– Increase sales– Drive incremental traffic & Average Check– Improve service and offering– Reduce staffing challenges– Increase loyalty– * National Restaurant Association

The Mobile Opportunity

• Today, less than 2% of Fast Casual/QSR orders made through mobile phones*

• Mobile is now the fastest growing channel of ordering

• Annualized mobile orders now exceeding $300 million in the U.S.

• Mobile Ordering now growing 80%+ annually

• *Morgan Stanley

Customers Gone Mobile

• Top Consumer Drivers for adopting Mobile Technology**:– Speed of Service (Ability to self-order and Pre-Pay)– Convenience and Ubiquity• 98% of cell phones in use today have SMS (text)

capability (12% of phones have MMS capability)

– Personalization and Customization of orders– Access to Social Networking

** Hospitality Technology Magazine

Mobile Ordering can combine Mobile Messaging, Social Media and Self-Serve technology to achieve a true 360⁰ customer engagement

Customer Engagement Model

The 360° Mobile Ordering Model

Why Mobile Marketing?• Timely Messages

– Texts are read within 15 minutes– Mobile messaging has 95% open

rate• Cost Efficient

– Low Entry Costs– Greater returns on cost per

redemptions• Consumers crave Speed,

Convenience and Options– *75% of consumers would use

mobile ordering if available • *Cornell University study

Why Mobile Ordering?• Mobile orders are 25% greater

than those placed in store or over the phone– - QSR Magazine

• Leverages their buying Habits/Preferences

• Improves staffing efficiencies, reduces order errors– - Self Service & Kiosk Association

• 87% of consumers say they will be placing more orders via on-line and mobile to save time– - National Restaurant Association

Why Social Networking?• 90 million Facebook users in the

U.S. • 65 million “Tweets” are shared

every day in U.S.• 36% of the U.S. population are

regular social network users• 91% of consumers use consumer

reviews as their #1 aid in making buying decisions

• 71% of Social Network users make recommendations of products and services on social sites

* 2007 Self Serve Study by Self Serve & Kiosk Association

Basics of Mobile Ordering

• Ubiquitous platform support– Apple– Android– Blackberry– Windows

• GPS tracking• Built-in social

networking

GPS Finds the Nearest Location

• Enables customers to select most convenient locations

• Promotes site-specific dining options– Dine-in– Take-out– Delivery

• Time/day-based menus• Site-specific menus

Mobile Menus

• Integrate menus into POS systems

• Provides real-time mobile menu updates

• Time-of-day and Day-of-week specifics

• Dining options– Eat-in– Delivery– Take-out

Diner Selections and Extras

• Replicate menu options and modifiers

• Focus on UI

Check Out and Payment

• Capture payment authorization from phone

• Close out check consistent with current policies– Complete payment at

time of order– Close out check at pick-

up or table

Payment Confirmation sent to Customer’s phone

• Send a text message to confirm receipt of order

• Include phone number and address of pick-up location

GPS Order Tracking

• GPS Tracking and POS integration assures– Consistent product

quality – Excellent customer

experience

Final Thoughts

• Grow your sales & profits with a 360 degree Mobile Ordering Solutions

• Engage your customers at the right time, wherever they are, with timely messages

• Use Social Networks to broaden your reach• Keep it fresh, easy, and consistent