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Mobile Orders to the Point of Sale

By Jennifer Wiebe

Easy sells.

A high-volume restaurant running Brygid online ordering with SpeedLine POS handles 400–500 web orders each week. To drive online sales, they lead with the menu—making it easy for customers to order popular items right from the home page. They also direct customers to order online through Facebook posts and promotions.

Mobile is Easy.

Did you know that 95% of people with smart phones use them to search for local information—like the location of the nearest pizza shop?

The convenience of mobile ordering drives order volume and frequency. According to a recent Google study, after searching for a business (like your restaurant) using their smartphone, nine out of ten searchers either place an order online or visit the business within 24 hours.

One online ordering provider reports a 32% increase in average order size, and 83% of customers ordering more often with apps versus phone calls.

At Ali Baba Pizza, 800 to 1000 web and mobile orders feed into the stores’ SpeedLine POS systems each month. Ali Baba started with mobile ordering in 2009 as a test site for an iPhone app. They now use Brygid for web and mobile ordering.

“People like the mobile site for its simplicity,” Ali Baba Pizza president Mark Murr comments.
Abby’s Legendary Pizza introduced a new mobile site a few months ago. Abby’s marketing director Doug Phillips sees the demand in customer browsing habits:

“A very high percentage of our regular web site traffic is coming in from iOS browsers (iPod, iPad, etc.), so I'm certain that the mobile site will meet needs. We are looking forward to leveraging the marketing potential of the mobile-friendly site.”

Web and mobile ordering generate even more revenue with Facebook and Twitter or text marketing. More than 250 million people use Facebook from mobile devices. Those are your customers. So take advantage: use Facebook for instant promotion, and make it easy to place an order with a few clicks. Also consider adding QR Codes to print ads and menus to take customers direct to your mobile ordering site.

“The easier you make it for the customer,” Murr stresses, “the more likely they will order. In Ft. Lauderdale for spring break, we tried for over half an hour to get through to a pizza store for delivery. We gave up on our first choice as we kept getting a busy signal then put on eternal hold. I would have placed the order online if I could have used my mobile.”

On Ali Baba’s web and mobile ordering sites, Murr says, “The whole experience is seamless. Whether you order online or with your mobile device, the customer wants the same experience with the same end result. Great pizza with the easiest method of ordering.”

 


Posted by Jennifer Wiebe

Occasional contributor of On Point, Jennifer led the marketing for SpeedLine from 2002 to 2018. She loves, books, yoga, playing at the beach, and commenting on bad TV with her family.

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Tags: Online Ordering

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There’s a reason pizza and delivery chains are driving the biggest changes in restaurant technology. Pizza and delivery concept restaurants are different from other restaurants, and they have complex needs at the point of sale. In this guide, gain the knowledge you need to choose the right technology fit for your restaurant.


 

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