Today’s customers expect their favorite eateries to be available online, but many restaurant owners still have questions. How do you know if your business is ready for online and mobile ordering and what’s the best way to get started? In this 30 minute webinar, we’ll share tips for choosing the right technology and strategies for making the most of your online and mobile ordering system.

1. Step
to Easy
s
Profit-Maximized
Online Orders

2. A
Quick Introduction
Restaurant Experts
Fred Dilkes
Mobile & Kiosk
Customer Loyalty
Point-of-Sale
Online Ordering
Business
Intelligence

3. A
Quick Introduction
Restaurant Experts
Fred Dilkes
Mobile & Kiosk
Customer Loyalty
Point-of-Sale
Online Ordering
Business
Intelligence

4. A
Quick Introduction
Restaurant Experts
Fred Dilkes
Your “One
Throat To
Mobile & Kiosk
Choke”
Tech Provider
Point-of-Sale
Online Ordering
Business
Intelligence
Customer Loyalty

5. Step
1:
Understanding Online
Order ROI
Why?

6. Why Online Ordering?

7. “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
Why Online Ordering?

8. Proven Online
Ordering Benefits:
Increased Check Average
Increased Order Frequency
Reduced Labor Costs
Improved Accuracy
Increased Customer
Satisfaction

9. Consumers Find
Ordering Online:
Easier
than
speaking
to a live
person

10. Consumers Find
Ordering Online:
Faster

11. Consumers Find
Ordering Online:
More
Convenient

12. Consumers Find
Ordering Online:
More
Accurate

13. Consumers Find
Ordering Online:
But Most
Important
...

14. Why do consumers
LOVE
Ordering
ONLINE?

15. SURPRIS
The #1 Reason Is Not
CONVENIENC
E!The Reason Is
E
CONTROL

16. 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-forRestaurant-Online-Ordering-says-Cornell-Report

17. Fun Fact:
Online orders are
typically
15 more complex than
in-store orders. They have
% calories. 6%
more
23 more obscure.
And they are
%
Source: https://dl.dropbox.com/u/9082176/mcdevitt_internet_inhibitions_april_2012.pdf

18. “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

19. Looking to attract
Business & Catering orders?
Among Our
Users, Online Orders
Are
10x
More likely to be >$100 than an
in-store order!

20. Did You Know?
40 Of all American Adults
have placed a food
% order online
And once they try it . .
70 Of all online shoppers
prefer to shop online
%
Source: http://www.iab.net/mobilemeals

21. Did You Know?
50
%
of millenials (18-34) say
they would like their
favorite restaurant to
offer more high tech
ordering options

22. Adding Up the ROI:
With Just 10 Online Orders A Day:
25% Ticket
Average Increase
$37.50
$35
2 Customers
Ordered More
Often
1 New Customer
Found You Online
–and ordered
$24.50
One mistake
averted – saving
you a refund
$26.75
Bottom Line Results: $123.75 per day!

23. "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

24. Step
2:
How To Get Online

25. My
Site
47
%
Of consumers
visiting a portal site
prefer to click to
your site to order.
Or A
Portal?
http://www.pizzamarketplace.com/article/217497/Portals-vs-non-portals-Which-is-best-foronlineordering?utm_source=NetWorld%20Alliance&utm_medium=email&utm_campaign=E
MNAPMC08132013&utm_source=facebook&utm_medium=social&utm_content=1119159

26. Portal Sites:
PRO
• 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
CON

27. Your Site:
PRO
• 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.
CON

28. Trouble with Portals?

29. Steer Clear of the
Competition with Your
Own Site!

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

31. Choose Your Provider:
POS Integration is key!
• Manage orders on the Makeline
• Control & Reporting Audit
• Easier menu updates
• Complete Customer History

32. 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

33. Get Mobile!
50%
Consumers surveyed had a
branded restaurant app on
their phone
Source: http://www.iab.net/mobilemeals

34. "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

35. Step
3:
Set Up For Success

36. 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

37. Mistake #2:
Ignoring the Power of Pictures
• Use pictures for your food &
modifiers to increase the mouthwatering appeal.
• Get professional help for consistent,
appealing photos

38. Mistake #3:
Going Off Site
• Embed the online
ordering into your
website to give
consumers confidence –
your URL stays the same.

39. 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.

40. Mistake #5:
Forget the Follow Up
• Now you know your
customers – reward them
for their loyalty with an
integrated points & perks
program

41. “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

42. Step
4:
Promoting Your Site

43. Promo #1:
Restaurant Real Estate!
• Table Tents
• Window Clings
• Take Out Menus
• Delivery Vehicles

44. Promo #2:
Use That Box!
• Box Toppers with an
Online-only coupon for nononline orders

45. Promo #3:
Get Off Hold!
• Customers on hold?
Modify your message to
promote your online
ordering!

46. 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

47. 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

48. Promo #7:
Special 1st-timer offer
• Create a special offer that
applies the first time you order
online - and promote it!

49. 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

50. 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!

51. Step
5:
The Power of
Suggestion!

52. Boost Those Ticket Averages!
Suggestive Selling
Online
Only
30%
Of Fast Casual
Chains do it. . .
Effective online ordering, with
suggestive selling, can lead to ticket
averages that are 15 – 37 % higher than
in-store averages
http://www.marketingforecast.com/best-of-2011-onlineordering-offers-sales-opportunities-for-restaurant-chains/

53. Suggestions #1:
Popular Combos
• Get consumers hooked with
great combo deals that they see
right away
• Use tempting pictures

54. Suggestions #2:
Item Enhancements
• Add modifiers
• Double toppings
• Extra Cheese
• Add Chicken
• Add Avocado
• Add sides of dipping sauce

55. 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.

56. Suggestions #4:
Final Review
• One Last Chance to add something delicious to the
cart

57. Suggestions ROI:
For Every 100 orders . . What if:
25% Add A Drink
30% add a
topping
$15.00
$49.75
5% Go For The
Combo
$99.80
20% Add An
Appetizer
$25
Bottom Line Results: $189.55

58. “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

59. Steps:
Why Online
Getting Online
Set Up For Success
Promote
Use Suggestions

60. GRS Online Ordering:
$129/mo. Flat rate
Includes Custom Mobile App
• Integrated with DiamondTouch, FireFly, Vital
Webinar
Link, Coffee Shop Manager, Aldelo, Focus, PC America
Special:
POS.
$99/mo. w/12
mo. agreement
• Non-integrated direct-print & e-mail available
50% off setup
Thru Dec. 31!

61. Building
Blocks of
Point-of-Sale
Success
Easy
Check Out Our
Integrated
All-Inclusive
Affordable
Packages!
Mobile & Kiosk
Online Ordering
Customer Loyalty
& Feedback
Business
Intelligence

62. Take The
Next Step
Schedule A Personal
Demo
Watch Your Email:
Thank you gift
Slide Show
www.granburyrs.com
800-750-3947

63. Questions?
Fred Dilkes
fdilkes@granburyrs.com
800.750.3947