Steps

to

Profit-Maximized

Easy5

Online Orders

QuickAIntroduction

Fred Dilkes

Restaurant Experts

Point-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty

QuickAIntroduction

Fred Dilkes

Restaurant Experts

Point-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty

QuickAIntroduction

Fred Dilkes

Restaurant Experts

Point-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty

Your “One Throat To Choke”

Tech Provider

StepUnderstanding Online Order ROI

1:

Why?

Why Online Ordering?

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

Proven OnlineOrdering Benefits:

Increased Order Frequency

Reduced Labor Costs

Improved Accuracy

Increased Customer Satisfaction

Increased Check Average

Consumers Find Ordering Online:

Easier than speaking to a live person

Consumers Find Ordering Online:

Faster

Consumers Find Ordering Online:

More Convenient

Consumers Find Ordering Online:

MoreAccurate

Consumers Find Ordering Online:

But Most Important

. . .

Ordering

Why do consumers

LOVEONLINE?

The #1 Reason Is NotSURPRISE!CONVENIENCE The Reason Is

CONTROL

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

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.

“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

Looking to attract Business & Catering orders?

10x

Among Our Users, Online Orders Are

More likely to be >$100 than an in-store order!

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 . .

of millenials (18-34) say they would like their favorite restaurant to offer more high tech ordering options

50%

Did You Know?

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!

"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

StepHow To Get Online

2:

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%

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

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.

Trouble with Portals?

Steer Clear of the Competition with Your

Own Site!

You Can Do Both!• Promote your own site to your customers•Only pay the middleman for those new customers they send you!

Choose Your Provider:

POS Integration is key!

• Manage orders on the Makeline• Control & Reporting Audit• Easier menu updates• Complete Customer History

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

Get Mobile!

50%Consumers surveyed had a branded restaurant app on their phone

Source: http://www.iab.net/mobilemeals

"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

StepSet Up For Success

3:

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

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

Mistake #3:Going Off Site

• Embed the online ordering into your website to give consumers confidence – your URL stays the same.

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.

Mistake #5:Forget the Follow Up

• Now you know your customers – reward them for their loyalty with an integrated points & perks program

“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

StepPromoting Your Site

4:

Promo #1:Restaurant Real Estate!

• Table Tents

• Window Clings

• Take Out Menus

• Delivery Vehicles

Promo #2:Use That Box!

• Box Toppers with an Online-only coupon for non-online orders

Promo #3:Get Off Hold!

• Customers on hold? Modify your message to promote your online ordering!

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

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

Promo #7:Special 1st-timer offer

• Create a special offer that applies the first time you order online - and promote it!

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

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!

StepThe Power of Suggestion!

5:

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

Suggestions #1:Popular Combos

• Get consumers hooked with great combo deals that they see right away

• Use tempting pictures

Suggestions #2:Item Enhancements

• Add modifiers

• Double toppings

• Extra Cheese

• Add Chicken

• Add Avocado

• Add sides of dipping sauce

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.

Suggestions #4:Final Review

• One Last Chance to add something delicious to the cart

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

“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

Steps:Why OnlineGetting OnlineSet Up For SuccessPromoteUse Suggestions

5

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!

Building Blocks of

SuccessPoint-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty& Feedback

EasyIntegratedAffordable

Check Out Our All-Inclusive

Packages!

Watch Your Email: Thank you gift

Slide Show

Take TheNext Step

Schedule A Personal Demo

www.granburyrs.com800-750-3947

Questions?Fred Dilkes

fdilkes@granburyrs.com800.750.3947