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Beat
5 ways independent restaurants and small
chains are crushing their competition using
today's smart, affordable, integrated
technology.
the
GuysBig
Quick
A
Introduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business
Intelligence
Customer Loyalty
Quick
A
Introduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business
Intelligence
Customer Loyalty
Your “One
Throat To
Choke”
Tech Provider
Thanks
And
to
Mercury Payment Systems, LLC is an
award-winning payment processing company
committed to simplifying the payment chain in
support of “main street” merchants.
5 Ways
to
Beatthe
GuysBig
Independent
Restaurants
have closed
since 2009
7158
4511
While
chains
have
grown by
units
Tough
Times
https://www.npd.com/wps/portal/npd/us/news/press-
releases/pr_120227/
They’ve
got
You’ve
got
• Big budgets
• Negotiating
power
• Low prices
• National ads
• Purchasing
power
• Experts
• Big Data
• Long hours
• Little cash
• Gut feelings
They’ve
got
You’ve
got
• Big budgets
• Negotiating
power
• Low prices
• National ads
• Purchasing
power
• Experts
• Big Data
• Passion
• Local flavor
• History
• Relationships
• Knowledge
• Caring
Work On
your business
How can you
Not in it.
Tech
gives you
an
Edge
Today’s In-Store
And not the
daily
So you can focus on
Strategy
Grind
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
LOVE
ONLINE?
The #1 Reason Is Not
SURPRIS
E!CONVENIENC
E
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 Better
Suggestive 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
My
Site• 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=E
MNAPMC08132013&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
COSTS
Reducing
In new ways
Food Costs
Are Rising
Food Commodity Prices since 1980: Reversal of a
22 year downward trend
Source: Technomic
Cuts Prices
But 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 Costs
Are 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 Have
How Much Time
For Marketing?
in the right place?
Is your focus
Boost
Customer
Retention
& 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 a
910
out
of
competitive
advantage
Did You Know?
Rewards
Loyalty Program =
+
Communication
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 It
To get more of these
Identify customer transactions
Invite - Internal Survey System
Respond to complaints
Respond to positive comments
Invite brand advocates to review,
participate, share.
Feedback Strategy:
Competitive
Weapons
Your Secret
• You are unique
• You care about your customer
• You can innovate
• You can make your own decisions
Maximize your
Strengths
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
Success
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business
Intelligence
Customer Loyalty
& Feedback
Easy
Integrated
Affordable
Take The
Next Step
Schedule A Personal
Demo
www.granburyrs.com
800-750-3947
Questions?
800.750.3947
www.granburyrs.com
sales@granburyrs.com

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5 Ways to Beat the Big Guys

  • 1. Beat 5 ways independent restaurants and small chains are crushing their competition using today's smart, affordable, integrated technology. the GuysBig
  • 2. Quick A Introduction Fred Dilkes Restaurant Experts Point-of-Sale Online Ordering Mobile & Kiosk Business Intelligence Customer Loyalty
  • 3. Quick A Introduction Fred Dilkes Restaurant Experts Point-of-Sale Online Ordering Mobile & Kiosk Business Intelligence Customer Loyalty Your “One Throat To Choke” Tech Provider
  • 4. Thanks And to Mercury Payment Systems, LLC is an award-winning payment processing company committed to simplifying the payment chain in support of “main street” merchants.
  • 6. Independent Restaurants have closed since 2009 7158 4511 While chains have grown by units Tough Times https://www.npd.com/wps/portal/npd/us/news/press- releases/pr_120227/
  • 7. They’ve got You’ve got • Big budgets • Negotiating power • Low prices • National ads • Purchasing power • Experts • Big Data • Long hours • Little cash • Gut feelings
  • 8. They’ve got You’ve got • Big budgets • Negotiating power • Low prices • National ads • Purchasing power • Experts • Big Data • Passion • Local flavor • History • Relationships • Knowledge • Caring
  • 9. Work On your business How can you Not in it.
  • 11. And not the daily So you can focus on Strategy Grind
  • 12. 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
  • 13. 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.
  • 16. The #1 Reason Is Not SURPRIS E!CONVENIENC E The Reason Is CONTROL
  • 17. 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
  • 18. 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
  • 19. 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 Better Suggestive Selling Online Effective online ordering, with suggestive selling, can lead to ticket averages that are 15 – 37 % higher than in-store averages
  • 20. Of consumers surveyed have placed a food order on a mobile app Source: http://www.iab.net/mobilemeals 69 % Did You Know?
  • 21. Did You Know? 50 %Consumers surveyed had a branded restaurant app on their phone Source: http://www.iab.net/mobilemeals
  • 22. of millenials (18-34) say they would like their favorite restaurant to offer more high tech ordering options 50 %
  • 23. 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
  • 24. 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
  • 25. My Site• 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=E MNAPMC08132013&utm_source=facebook&utm_medium=social&utm_content=1119159 Of consumers visiting a portal site prefer click to your site to order. 47 %
  • 26. 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
  • 28. Food Costs Are Rising Food Commodity Prices since 1980: Reversal of a 22 year downward trend Source: Technomic
  • 29. Cuts Prices But Your Competition
  • 30. 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!
  • 31. • 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
  • 32. Labor Costs Are 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
  • 33. Credit Cards Reducing the cost of Processing Costs Chargebacks & Fraud PCI Compliance & Security
  • 34. 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
  • 36. Everything Else Marketing Do You Have How Much Time For Marketing?
  • 37. in the right place? Is your focus
  • 39. Did You Know? Of restaurant owners currently have a loyalty program in place 40 % Are planning to launch one 47 %
  • 40. Restaurant owners say their loyalty program gives them a 910 out of competitive advantage Did You Know?
  • 42. Of Customers want to receive emails with offers on items they’ve ordered in the past 69% Did You Know?
  • 43. Did You Know? Of all text messages are read within one hour 83%
  • 44. your customers about what makes you special. Educate Connectyour fans and make them feel special.
  • 45. 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
  • 46. 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
  • 47. 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
  • 49. 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?
  • 50. 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)
  • 51. “The food was cold, the server was rude, and the bathroom was a mess.” Would you rather see this: Here? Or Here?
  • 53. Identify customer transactions Invite - Internal Survey System Respond to complaints Respond to positive comments Invite brand advocates to review, participate, share. Feedback Strategy:
  • 55. • You are unique • You care about your customer • You can innovate • You can make your own decisions Maximize your Strengths
  • 56. 5 Ways to Beat the Big Guys: In Store Tech Customers Order Anywhere Reduce Costs Rethink Marketing Embrace Feedback
  • 57. Is helping independents & small chains out-think the competition Today’s Technology
  • 58. Building Blocks of Success Point-of-Sale Online Ordering Mobile & Kiosk Business Intelligence Customer Loyalty & Feedback Easy Integrated Affordable
  • 59. Take The Next Step Schedule A Personal Demo www.granburyrs.com 800-750-3947

Editor's Notes

  1. Why / competition / small vs. big
  2. Why / competition / small vs. big
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