{"id":2285,"date":"2020-12-23T04:35:36","date_gmt":"2020-12-23T04:35:36","guid":{"rendered":"http:\/\/thepongroup.com\/delphi\/?p=2285"},"modified":"2020-12-23T04:35:36","modified_gmt":"2020-12-23T04:35:36","slug":"a-brave-new-world-whats-happening-to-qsrs-customer-ordering-process","status":"publish","type":"post","link":"http:\/\/thepongroup.com\/delphi\/a-brave-new-world-whats-happening-to-qsrs-customer-ordering-process\/","title":{"rendered":"A BRAVE NEW WORLD: WHAT\u2019S HAPPENING TO QSR\u2019S CUSTOMER ORDERING PROCESS?"},"content":{"rendered":"

COMBATING A SCATTERED CUSTOMER ORDERING PROCESS<\/h4>\n

Traditionally, the process behind a\u00a0point of sale<\/strong> for Quick Service Restaurants (QSR\u2019s) happened in the following ways:<\/p>\n

    \n
  1. \n
      \n
    1. A customer placed their order\u00a0verbally,<\/em>\u00a0through a\u00a0drive-thru speaker<\/strong>, with a restaurant associate inside the store.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
        \n
      1. \n
          \n
        1. Physical payment, be it a credit card or some cash, was exchanged for a food order.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
            \n
          1. A given QSR\u2019s sale process occurred at a business\u2019 location.<\/li>\n<\/ol>\n

            Unless your franchise is under a rock, you\u2019re\u00a0already<\/strong>\u00a0starting to see those three ways lose their footing. With the help of\u00a0Smart Phones<\/em>,\u00a0social media<\/em>, and those mysterious\u00a0millennials<\/em>, the order process can now take place\u00a0wherever<\/strong>\u00a0the consumer so chooses, without\u00a0any<\/strong>\u00a0customer-employee interface, and without the\u00a0minor<\/em>\u00a0discomfort of manually forking over a payment for a service.<\/p>\n

            \"\"WHAT DOES THIS MEAN FOR YOUR BUSINESS?<\/h4>\n

            This means a switch in\u00a0control.<\/em>\u00a0Consumers,<\/strong>\u00a0instead of you, now decide where and how where the customer ordering process happens, and it\u00a0can occur virtually\u00a0anywhere.<\/strong>\u00a0Your ability to\u00a0influence<\/strong>\u00a0customers\u2019 buying decisions with what\u2019s on your menu and what your employees\u00a0up-sell\u00a0<\/strong>considerably shrinks with this change. Adding on, customers have\u00a0no\u00a0<\/strong>interface with money in exchange for food \u2013 PayPal or an online payment option takes care of the\u00a0messy business<\/em>\u00a0while customers simply place orders and eat food.<\/p>\n

            These unavoidable developments push many fast food restaurants to follow the sink-or-swim approach.<\/p>\n

            With the help of a Smart Phone or tablet:<\/p>\n

              \n
            • \n
                \n
              • Customers may only get an\u00a0impression\u00a0<\/em>of your brand with an ordering app, but not your franchise. And if your franchise doesn\u2019t support that app, then they may go to a competing franchise that does support that app.<\/li>\n<\/ul>\n<\/li>\n
              • The only interaction customers get with your brand is the\u00a0food\u00a0<\/strong>and\u00a0packaging<\/strong>, if they use a 3rd party service, such as DoorDash or UberEATS.<\/li>\n<\/ul>\n

                HOW DO WE SWIM INSTEAD OF SINK?<\/h4>\n

                The majority of customers still utilize the\u00a0drive-thru<\/strong>, and will continue to do so for many years to come.<\/p>\n

                However,\u00a0newer,<\/em>\u00a0younger<\/em>\u00a0consumers are now looking for either\u00a0extreme efficiency<\/em>, or\u00a0extreme experience<\/em>. Extreme efficiency means setting up an app for smart phone users to order your food. But, that can cost a\u00a0significant<\/strong>\u00a0amount of money in hiring software engineers, configuring an integration system for your current hardware, upgrading each store\u2019s OCS (order confirmation system), the list (and budget) goes on. Extreme experience means\u00a0customizing<\/strong>\u00a0your restaurant\u2019s\u00a0presentation<\/strong>\u00a0for customers, which is a lot more doable.<\/p>\n

                In\u00a0Toast\u2019s Restaurant Technology<\/em>\u00a0report last year, based on 1,115 diners throughout the country, a couple facts stood out:\u00a079% of diners<\/strong>\u00a0feel newer technology makes for a positive guest experience, and\u00a056% of adults<\/strong>\u00a0agree they would spend more money for experiences versus simply buying something and leaving (like at a drive-thru).<\/p>\n

                Upgrading your restaurant\u2019s\u00a0furniture,<\/em>\u00a0music choices<\/em>,\u00a0technology,<\/em>\u00a0and\u00a0menu displays<\/em>\u00a0are easy fixes with long-term solutions. People are now\u00a0focused<\/strong>\u00a0on experiences, and if you provide a unique, up-to-date one, customers will come back for more, and even bring publicity to your brand via social media and the World Wide Web. And when your consumers feel\u00a0good<\/strong>\u00a0about your brand and the experiences associated with it, they will continue to use the drive-thru and even pay the old-fashioned way, since your brand is current and has a fun personality.<\/p>\n

                It\u2019s true, the\u00a0customer ordering process has scattered in only a few years\u2019 time. But you and your business\u00a0can<\/em>\u00a0keep up with consumers\u2019\u00a0needs,<\/strong>\u00a0lifestyles,<\/strong>\u00a0and\u00a0trends,<\/strong>\u00a0while staying in business. A technological\u00a0face-lift\u00a0<\/strong>may be all you need to drive more traffic to your QSR.<\/p>\n","protected":false},"excerpt":{"rendered":"

                COMBATING A SCATTERED CUSTOMER ORDERING PROCESS Traditionally, the process behind a\u00a0point of sale for Quick Service Restaurants (QSR\u2019s) happened in the following ways: A customer placed their order\u00a0verbally,\u00a0through a\u00a0drive-thru speaker, with a restaurant associate inside the store. Physical payment, be it a credit card or some cash, was exchanged for a food order. A given QSR\u2019s sale process occurred at a business\u2019 location. Unless your franchise is under a rock, you\u2019re\u00a0already\u00a0starting to see those three ways lose their footing. With […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"_links":{"self":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts\/2285"}],"collection":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/comments?post=2285"}],"version-history":[{"count":1,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts\/2285\/revisions"}],"predecessor-version":[{"id":2287,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts\/2285\/revisions\/2287"}],"wp:attachment":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/media?parent=2285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/categories?post=2285"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/tags?post=2285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}