For independent restaurant owners, competing with national and global chain restaurants can seem like a daunting challenge. With the growth of major chain restaurants on the rise, independent or small chains looking to grow have to spend their time and money more wisely.
In this 30-minute, complimentary webinar, Fred Dilkes (Granbury Restaurant Solutions), will walk us through surprisingly effective ways that restaurant owners are using innovative marketing strategies, a new approach to customer relationships and powerful technology to grow their bottom line.
Computer 10: Lesson 10 - Online Crimes and Hazards
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
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.
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
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
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
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
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
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?