Mobile Ordering Solutions
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Transcript of Mobile Ordering Solutions
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