Online Ordering: Tips for Success John Mills, GRS Sales Manager
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Transcript of Online Ordering: Tips for Success John Mills, GRS Sales Manager
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Online Ordering: Tips for Success
John Mills, GRS Sales ManagerJohn Weatherston, John’s Pizza Café
Roy Bullard, Pizza Guys
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State of the Industry: Online Ordering
• Cornell U. – Sept. 2011 Report• Surveyed 326 restaurants & chains & 490 consumers
• Who Has Online Ordering?• 23% of large restaurant chains• 60.7% of Pizza
• Who has ordered online?• 50% of internet users
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State of the Industry: Online Ordering
Benefits Seen By Consumers
What Restaurant Owners Think:• Convenience
What Actual Consumers Think:• Control over the process
What Non-Online Restaurants Worry About:• Technology Anxiety• Need for Interaction
Consumer research de-bunks these concerns!
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State of the Industry: Online Ordering
Benefits Seen by Operators:
•Check Averages Higher - but only by 2% ? Other studies have shown upwards of 25%
•Order Volume Increased say 29%•Customer Satisfaction Increased say 27%•Promotions worked better say 52%•Labor Savings say 38.1 %•Increased order accuracy say 21.4%
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State of the Industry: Online Ordering
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State of the Industry: Online Ordering
Consumers Perceive Control:
• Easy to customize the order• Choose payment & delivery details• Know their data is secure• Know order will be ready when promised• Confirmation emails • Delivery time estimates• Progress reports• Ease of use and navigation• Separate pickup line for takeout orders
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So – How to Maximize
• Increase adoption of web ordering
• Increase frequency of orders
• Increase ticket average
• Reduce labor costs
• Increase customer satisfaction
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Increase Adoption
How do you drive business to your Online Ordering?
All Marketing needs to point to Online Ordering.• Special online-only incentives• Print Advertising• Social Media (Facebook, Twitter, etc)• Flyers / Table Tents• On Hold Messages• Website• Pizza Boxes• Signage
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Increase Frequency
Keep in touch with your customers! • Email• Twitter & Facebook• Online Order Incentives• Smart Phone app. • SalesBuilder- Customer Loyalty app.
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SmartPhone & SalesBuilder
Tip: Coupon codes will “go viral”. Use the “unique code per customer” feature for really great offers
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Increase Ticket Average
Pictures : Worth the Investment
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Increase Ticket Average
3 Types of Upsell!
#1Item Level Upsell
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Increase Ticket Average3 Types of Upsell!
#2TrueItem
Upsell
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Increase Ticket Average
3 Types of Upsell!
#3Final
Upsell
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Our Panel
Online Launch Guide:www.granburyrs.com/resources/
John Weatherston, John’s Pizza Café
Roy Bullard, Pizza Guys