Franchisees can make up over 90% of a restaurant’s units. And as the competition is getting fierce with more third-party ordering systems enter the space, mobile ordering makes a huge push. The off-premise ordering boom is truly just beginning.
Many franchisees pride themselves on providing first-class service in their store for customers and excellent training for their staff. Building a culture of a happy staff makes happy customers, but off-premise and mobile ordering can muddy these waters if the customer never even steps inside the store. How will you staff respond? What can you do to set them up (and you) for success?
Here are three methods for integrating and implementing Mobile Ordering.
1. Balancing Service with Simplicity
It’s no secret, 61% of restaurant visits in 2016 were takeout orders. People like to pickup from restaurants and take it home. Mobile apps are great at bringing those two together. Customers have seen how easy it is to skip the line and order-ahead, with favorites and order history both saved in the app, they love how seamless the experience is over calling ahead. By 2020, mobile ordering will account for 10.7% of all quick-service sales, which translates into a $38 billion business.
2. Mobile Ordering Increases Check Size
According to Business Insider, Taco Bell also saw a 30 percent higher average order via mobile than orders taken in-store. So now that you have your best customers visiting the store more often, you’ve also got them spending more money. By being able to see the entire menu, franchisees can expect their customers to add an additional side, an upgraded drink size, or a second entree.
Our internal statistics show that the average check size for coffee and smoothie chains is more than just one cup and a pastry, and for restaurants it’s twice the cost of the average menu item. Mobile ordering platforms have been proven to intensify customer loyalty, increase purchase frequency, and lift average ticket sizes through order customization and easier checkout options.
3. Design the Layout to Increase Efficiency
Do you have a POS solely dedicated to third-party ordering apps? How and where in your restaurant are you fulfilling delivery, takeout and curbside orders? “Physically separating the flow of your dine-in versus your takeout business can have a significant impact on staff productivity and, therefore, your bottom line.” according a recent QSR study.
With these three things in place, your network of locations is equipped to take on the mobile ordering revolution. As customers demand more ways to get their food, you want to be the one providing it, not watching your competition do it.
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