Online Ordering: Tips for Success

John Mills, GRS Sales ManagerJohn Weatherston, John’s Pizza Café

Roy Bullard, Pizza Guys

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

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!

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%

State of the Industry: Online Ordering

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

So – How to Maximize

• Increase adoption of web ordering

• Increase frequency of orders

• Increase ticket average

• Reduce labor costs

• Increase customer satisfaction

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

Increase Frequency

Keep in touch with your customers! • Email• Twitter & Facebook• Online Order Incentives• Smart Phone app. • SalesBuilder- Customer Loyalty app.

SmartPhone & SalesBuilder

Tip: Coupon codes will “go viral”. Use the “unique code per customer” feature for really great offers

Increase Ticket Average

Pictures : Worth the Investment

Increase Ticket Average

3 Types of Upsell!

#1Item Level Upsell

Increase Ticket Average3 Types of Upsell!

#2TrueItem

Upsell

Increase Ticket Average

3 Types of Upsell!

#3Final

Upsell

Our Panel

Online Launch Guide:www.granburyrs.com/resources/

John Weatherston, John’s Pizza Café

Roy Bullard, Pizza Guys