Beat
5 ways independent restaurants and small
chains are crushing their competition using
today's smart, affordable, integ...
Quick
A
Introduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business
Intelligence
Cus...
Quick
A
Introduction
Fred Dilkes
Restaurant Experts
Point-of-Sale
Online Ordering
Mobile & Kiosk
Business
Intelligence
Cus...
Thanks
And
to
Mercury Payment Systems, LLC is an
award-winning payment processing company
committed to simplifying the pay...
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/...
They’ve
got
You’ve
got
• Big budgets
• Negotiating
power
• Low prices
• National ads
• Purchasing
power
• Experts
• Big Da...
They’ve
got
You’ve
got
• Big budgets
• Negotiating
power
• Low prices
• National ads
• Purchasing
power
• Experts
• Big Da...
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
TABLET...
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 / Frau...
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 tic...
60.1%
Of Pizza Chains
61.9%
Of Sandwich
Chains
44%
Of Mexican
Chains
33.3%
Of Asian Chains
http://www.marketingforecast.co...
30%
Of Fast Casual
Chains
http://www.marketingforecast.com/best-of-2011-online-
ordering-offers-sales-opportunities-for-re...
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...
Is it . . .
Hard To Set Up?
Hard To Maintain?
NO!
Expensive?
NO!
NO!
"The cost of online
ordering is so
minimal - with the...
My
Site• Integrated with your POS
• Full menu & pricing
• More accurate
• More control over look
and feel
• Keeps customer...
Online Best Practices
• Box Toppers
• On Hold
• Online Specials
• Magnets
• Website more
than phone
• Skip-the-line
pick u...
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 cost...
• Count key
ingredients
regularly
• Track variance
from ideal usage
• Identify
problem areas
TRACK
Finding Food Cost Savin...
Labor Costs
Are Critical
• Forecast future
sales
• Schedule to
budget
• Notify
employees
BUDGET
• Enforce
schedule
• Alert...
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 ...
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...
Average # of NEW Loyalty customers
who returned at least TWICE after
initial order.
14%
3%
Average # of NEW NON-loyalty cu...
Marketing Best Practices
• Tie your
marketing to your
transactions –
and track results
INTEGRATE
• Our automated
tools let...
Feedback
Customer
Matters
Of customers who
complain on social
media expect a
response in 60
minutes
42%
http://info.shoppertrak.com/blog/bid/96880/a...
of unhappy
customers will
return if an issue is
resolved quickly and
efficiently
95%
Did You Know?
(http://www.restaurant....
“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 b...
Competitive
Weapons
Your Secret
• You are unique
• You care about your customer
• You can innovate
• You can make your own decisions
Maximize your
Strengt...
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
...
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

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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.

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  • Why / competition / small vs. big
  • Why / competition / small vs. big
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  • 5 Ways to Beat the Big Guys

    1. 1. Beat 5 ways independent restaurants and small chains are crushing their competition using today's smart, affordable, integrated technology. the GuysBig
    2. 2. Quick A Introduction Fred Dilkes Restaurant Experts Point-of-Sale Online Ordering Mobile & Kiosk Business Intelligence Customer Loyalty
    3. 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. 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.
    5. 5. 5 Ways to Beatthe GuysBig
    6. 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. 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. 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. 9. Work On your business How can you Not in it.
    10. 10. Tech gives you an Edge Today’s In-Store
    11. 11. And not the daily So you can focus on Strategy Grind
    12. 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. 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.
    14. 14. Connectsconstantly Today’s Customer
    15. 15. Ordering Why do consumers LOVE ONLINE?
    16. 16. The #1 Reason Is Not SURPRIS E!CONVENIENC E The Reason Is CONTROL
    17. 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. 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. 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. 20. Of consumers surveyed have placed a food order on a mobile app Source: http://www.iab.net/mobilemeals 69 % Did You Know?
    21. 21. Did You Know? 50 %Consumers surveyed had a branded restaurant app on their phone Source: http://www.iab.net/mobilemeals
    22. 22. of millenials (18-34) say they would like their favorite restaurant to offer more high tech ordering options 50 %
    23. 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. 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. 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. 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
    27. 27. COSTS Reducing In new ways
    28. 28. Food Costs Are Rising Food Commodity Prices since 1980: Reversal of a 22 year downward trend Source: Technomic
    29. 29. Cuts Prices But Your Competition
    30. 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. 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. 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. 33. Credit Cards Reducing the cost of Processing Costs Chargebacks & Fraud PCI Compliance & Security
    34. 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
    35. 35. Marketing Re-Think It’s Personal
    36. 36. Everything Else Marketing Do You Have How Much Time For Marketing?
    37. 37. in the right place? Is your focus
    38. 38. Boost Customer Retention & Frequency The Easiest Way to Increase Sales:
    39. 39. Did You Know? Of restaurant owners currently have a loyalty program in place 40 % Are planning to launch one 47 %
    40. 40. Restaurant owners say their loyalty program gives them a 910 out of competitive advantage Did You Know?
    41. 41. Rewards Loyalty Program = + Communication
    42. 42. Of Customers want to receive emails with offers on items they’ve ordered in the past 69% Did You Know?
    43. 43. Did You Know? Of all text messages are read within one hour 83%
    44. 44. your customers about what makes you special. Educate Connectyour fans and make them feel special.
    45. 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. 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. 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
    48. 48. Feedback Customer Matters
    49. 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. 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. 51. “The food was cold, the server was rude, and the bathroom was a mess.” Would you rather see this: Here? Or Here?
    52. 52. Is Inevitable. Feedback Manage It To get more of these
    53. 53. Identify customer transactions Invite - Internal Survey System Respond to complaints Respond to positive comments Invite brand advocates to review, participate, share. Feedback Strategy:
    54. 54. Competitive Weapons Your Secret
    55. 55. • You are unique • You care about your customer • You can innovate • You can make your own decisions Maximize your Strengths
    56. 56. 5 Ways to Beat the Big Guys: In Store Tech Customers Order Anywhere Reduce Costs Rethink Marketing Embrace Feedback
    57. 57. Is helping independents & small chains out-think the competition Today’s Technology
    58. 58. Building Blocks of Success Point-of-Sale Online Ordering Mobile & Kiosk Business Intelligence Customer Loyalty & Feedback Easy Integrated Affordable
    59. 59. Take The Next Step Schedule A Personal Demo www.granburyrs.com 800-750-3947
    60. 60. Questions? 800.750.3947 www.granburyrs.com sales@granburyrs.com

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