5 Ways to Beat the Big Guys

Beat

5 ways independent restaurants and small chains are crushing their competition using

today's smart, affordable, integrated technology.

theGuysBig

QuickAIntroduction

Fred Dilkes

Restaurant Experts

Point-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty

QuickAIntroduction

Fred Dilkes

Restaurant Experts

Point-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty

Your “One Throat To Choke”

Tech Provider

Thanks

Andto

Mercury Payment Systems, LLC is an award-winning payment processing company

committed to simplifying the payment chain in support of “main street” merchants.

5 Waysto

BeattheGuysBig

Independent Restaurants have closed since 2009

7158

4511

While chains

have grown by

units

ToughTimes

https://www.npd.com/wps/portal/npd/us/news/press-releases/pr_120227/

They’vegot

You’vegot

• Big budgets• Negotiating power• Low prices• National ads• Purchasing power• Experts• Big Data

• Long hours• Little cash• Gut feelings

They’vegot

You’vegot

• Big budgets• Negotiating power• Low prices• National ads• Purchasing power• Experts• Big Data

• Passion• Local flavor• History• Relationships• Knowledge• Caring

Work Onyour business

How can you

Not in it.

Techgives you anEdge

Today’s In-Store

And not the daily

So you can focus on Strateg

yGrind

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

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.

Connectsconstantly

Today’s Customer

Ordering

Why do consumers

LOVEONLINE?

The #1 Reason Is NotSURPRISE!CONVENIENCE The Reason Is

CONTROL

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

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

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 BetterSuggestive Selling

Online

Effective online ordering, with suggestive selling, can lead to ticket averages that are 15 – 37 % higher than in-store averages

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 time online ordering saves, and even reducing no shows by 2 a month - the ROI is instant." Josh at Ben Yehuda Café & Pizzeria

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

MySite

• 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=EMNAPMC08132013&utm_source=facebook&utm_medium=social&utm_content=1119159

Of consumers visiting a portal site prefer click to your

site to order.

47%

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

COSTSReducing

In new ways

Food CostsAre RisingFood Commodity Prices since 1980: Reversal of a

22 year downward trend

Source: Technomic

Cuts PricesBut Your Competition

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!

• 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

Labor CostsAre 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

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 or software• Speedy funding

OPERATIONS

• Encrypted swipes• Tokenized transactions • Easier PCI Compliance

SECURITY

• Best available rates• Unlimited free gift cards

COST

Marketing

Re-Think

It’s Personal

Everything Else

Marketing

Do You HaveHow Much Time

For Marketing?

in the right place?

Is your focus

Boost CustomerRetention& 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 a910

out of

competitive advantage

Did You Know?

RewardsLoyalty Program =

+Communicatio

n

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 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

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

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

Feedback

Customer

Matters

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?

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)

“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 ItTo get more of these

Identify customer transactionsInvite - Internal Survey SystemRespond to complaintsRespond to positive commentsInvite brand advocates to review, participate, share.

Feedback Strategy:

CompetitiveWeapons

Your Secret

• You are unique• You care about your customer• You can innovate• You can make your own decisions

Maximize yourStrengths

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

SuccessPoint-of-Sale

Online Ordering

Mobile & Kiosk

Business Intelligence

Customer Loyalty& Feedback

EasyIntegratedAffordable

Take TheNext Step

Schedule A Personal Demo

www.granburyrs.com800-750-3947

Questions?800.750.3947

[email protected]