Date post: | 11-Sep-2014 |
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Beat
5 ways independent restaurants and small chains are crushing their competition using
today's smart, affordable, integrated technology.
theGuysBig
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
Thanks
Andto
Mercury Payment Systems, LLC is an award-winning payment processing company
committed to simplifying the payment chain in support of “main street” merchants.
5 Waysto
BeattheGuysBig
Independent Restaurants have closed since 2009
7158
4511
While chains
have grown by
units
ToughTimes
https://www.npd.com/wps/portal/npd/us/news/press-releases/pr_120227/
They’vegot
You’vegot
• Big budgets• Negotiating power• Low prices• National ads• Purchasing power• Experts• Big Data
• Long hours• Little cash• Gut feelings
They’vegot
You’vegot
• Big budgets• Negotiating power• Low prices• National ads• Purchasing power• Experts• Big Data
• Passion• Local flavor• History• Relationships• Knowledge• Caring
Work Onyour business
How can you
Not in it.
Techgives you anEdge
Today’s In-Store
And not the daily
So you can focus on Strateg
yGrind
Point-of-Sale Trends
• Cost Effective• Small Footprint• No station POS updates needed• Easy to use• Great Image
TABLETS• Conversational ordering• Customer history / last order recall• Note preferences
SERVICE
• Feeding data to web reports• Mobile alerts• Social Media• Comprehensive customer view
CONNECT
• Rules-based discounts & coupons• Proactive data alerts
MANAGE
2 @ $1.00
Bad Math
2 @ $3.00
Forgot the Drink
2 @ $20.00
Busy Signals
4 @ $3.00
Coupon Mis-applied
1 @ $15.00
Theft / Fraud
2 @ $8.00
Labor Savings
2 @ $15.00 Customer
Retention
The High Cost of Paper Tickets
Bottom Line:$121 / day
$847 /week$3388 / mo.
Connectsconstantly
Today’s Customer
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 increased ticket averages, increased customer frequency, increased customer satisfaction, improved promotion effectiveness, and labor savings.
http://www.granburyrs.com/blog/bid/69595/Strong-ROI-for-Restaurant-Online-Ordering-says-Cornell-Report
60.1%Of Pizza Chains
61.9%Of Sandwich
Chains
44%Of Mexican
Chains
33.3%Of Asian Chains
http://www.marketingforecast.com/best-of-2011-online-ordering-offers-sales-opportunities-for-restaurant-chains/
30.8%Of Chicken
Chains
The Chains are Doing It . . .
Chains Offering Online Ordering
30%Of Fast Casual
Chains
http://www.marketingforecast.com/best-of-2011-online-ordering-offers-sales-opportunities-for-restaurant-chains/
. . . But You Can Do it BetterSuggestive Selling
Online
Effective online ordering, with suggestive selling, can lead to ticket averages that are 15 – 37 % higher than in-store averages
Of consumers surveyed have placed a food order on a mobile app
Source: http://www.iab.net/mobilemeals
69%
Did You Know?
Did You Know?
50%Consumers surveyed
had a branded restaurant app on their phone
Source: http://www.iab.net/mobilemeals
of millenials (18-34) say they would like their favorite restaurant to offer more high tech ordering options
50%
Is it . . . Hard To Set Up?
Hard To Maintain?
NO!
Expensive?
NO!
NO!
"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
Is it . . . Hard To Set Up?
Hard To Maintain?
NO!
Expensive?
NO!
NO!
"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
Get the one site that provides you online, mobile & self
serve … fully integrated with POS
MySite
• Integrated with your POS• Full menu & pricing• More accurate• More control over look and feel • Keeps customers connected to your brand• Don’t expose competitors• Affordable monthly fees can be pennies per order• Options for mobile & self serve kiosk• Get paid immediately• Modify credit from POS
Portal?
Or A
• Lists you – and your competitors side by side.• May expose you to some new customers• Menus are often out of date• Little control over the customer experience• No integration with your store technology• Often a long wait to get paid • High Fees per order
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 click to your
site to order.
47%
Online Best Practices
• Box Toppers• On Hold• Online Specials• Magnets• Website more than phone• Skip-the-line pick up station• Embed in Facebook• “Free Gift” for 1st online order
PROMOTE• Don’t require log on to browse menu• Mobilize your website – no flash • Register w/Facebook
MAXIMIZE• Each item has a buddy• Smart cart completion at end of order
SUGGEST• You’ve got e-mails now – use them!
RESPOND
COSTSReducing
In new ways
Food CostsAre RisingFood Commodity Prices since 1980: Reversal of a
22 year downward trend
Source: Technomic
Cuts PricesBut Your Competition
Did You Know?
Of independent restaurant owners regularly count inventory & track variances
8%only
But reducing food costs by 1% could add $15,000 or more to your bottom line yearly!
• Count key ingredients regularly• Track variance from ideal usage• Identify problem areas
TRACK
Finding Food Cost Savings
• Measure usage• Train staff
CORRECT
• Analyze item profitability• Re-engineer menus• Promote profitable items
REDUCE
Look for easy, real time inventory tracking software in your POS
Labor CostsAre Critical
• Forecast future sales• Schedule to budget• Notify employees
BUDGET• Enforce schedule• Alert labor %• Alert approaching overtime
MANAGE
• Track employee performance• Simplify record keeping
EVALUATE
Technology Can Help
Credit Cards
Reducing the cost of
Processing Costs
Chargebacks & Fraud
PCI Compliance & Security
Credit Best Practices
• Direct-to-processor integration with POS• Fast, available at every station• No extra equipment or software• Speedy funding
OPERATIONS
• Encrypted swipes• Tokenized transactions • Easier PCI Compliance
SECURITY
• Best available rates• Unlimited free gift cards
COST
Marketing
Re-Think
It’s Personal
Everything Else
Marketing
Do You HaveHow Much Time
For Marketing?
in the right place?
Is your focus
Boost CustomerRetention& Frequency
The Easiest Way to Increase Sales:
Did You Know?
Of restaurant owners currently have a loyalty program in place
40%
Are planning to launch one
47%
Restaurant owners say their loyalty program gives them a910
out of
competitive advantage
Did You Know?
RewardsLoyalty Program =
+Communicatio
n
Of Customers want to receive
emails with offers on items they’ve
ordered in the past
69%
Did You Know?
Did You Know?
Of all text messages are
read within one hour
83%
your customers about what makes you special.
Educate
Connectyour fans and make them feel special.
Loyalty Case Study
Average # of NEW Loyalty customers who returned at least once after initial order.
27%
12% Average # of NEW NON-loyalty customers
who returned at least once after initial order.
In a 10-store GRS study over 3 months…
Programs Turn New Customers Into RegularsLoyalty
Average # of NEW Loyalty customers who returned at least TWICE after initial order.
14%
3% Average # of NEW NON-loyalty customers who
returned at least TWICE after initial order.
Loyalty Case Study In a 10-store GRS study over 3 months…
Programs Turn New Customers Into RegularsLoyalty
Marketing Best Practices
• Tie your marketing to your transactions – and track results
INTEGRATE
• Our automated tools let you “set it and forget it”• Target messages to the right customer, at the right time
AUTOMATE
• Start working to keep your customers• Stop spending on untargeted, untrackable media
FOCUS
Feedback
Customer
Matters
Of customers who complain on social media expect a response in 60 minutes
42%
http://info.shoppertrak.com/blog/bid/96880/are-you-ignoring-your-best-retail-customers-through-social-media?utm_source=twitter&utm_medium=social&utm_content=1955923
Did You Know?
of unhappy customers will return if an issue is resolved quickly and efficiently
95%
Did You Know?
(http://www.restaurant.org/Manage-My-Restaurant/Marketing-Sales/Promotion/User-Guide)
“The food was cold, the
server was rude, and the bathroom was
a mess.”
Would you rather see this:
Here?
Or Here?
Is Inevitable.Feedback
Manage ItTo get more of these
Identify customer transactionsInvite - Internal Survey SystemRespond to complaintsRespond to positive commentsInvite brand advocates to review, participate, share.
Feedback Strategy:
CompetitiveWeapons
Your Secret
• You are unique• You care about your customer• You can innovate• You can make your own decisions
Maximize yourStrengths
5 Ways to Beat the Big Guys:
In Store Tech
Customers Order Anywhere
Reduce Costs
Rethink Marketing
Embrace Feedback
Is helping independents & small chains out-think the competition
Today’s
Technology
Building Blocks of
SuccessPoint-of-Sale
Online Ordering
Mobile & Kiosk
Business Intelligence
Customer Loyalty& Feedback
EasyIntegratedAffordable
Take TheNext Step
Schedule A Personal Demo
www.granburyrs.com800-750-3947