Nearly every operator we met at the 2016 International Pizza Expo was looking for ways to increase sales from web and mobile ordering, and reduce the associated costs.
Some were looking for new online ordering options; others, a more seamless user experience. Some pizzerias had already experienced a shift of more than 40 to 50% of their phone orders to web and mobile—but a surprising number of operators were just getting started online. Overall, these numbers represented a surprisingly small shift from our benchmark study results in late 2014. But with the restaurant operators who had embraced the online ordering model, the conversations at the 2016 Pizza Expo were different.
The move to online ordering has resulted in real reductions in labor costs for most restaurants, but a number of operators commented that it introduces new challenges as well.