How eCater solves online ordering for QSR's
eCater is getting the attention of large international as well as emerging QSR’s such as Pie Face, Bagel House, Doughboy and many more who use them for their online ordering solution.
We sat down with Peter Knock, co founder of eCater to find out why these chains are turning to him.
Q1/. How has eCater helped quick serves?
It is a cost efficient solution dedicated to their brand. Once you start using the eCater solution there are no more HO costs for IT, Software upgrades, maintenance, dedicated staffing or Capital budgets. You will always have a fully branded, state of the art online ordering and management system. All system management and menu maintenance is handled totally by eCater if required. We also guarantee to increase their current catering turnover by 25% from fully implementing our system.
We have also extended QSR menus into offices and boardroom’s. The system gives the QSR the ability to supply to virtually any corporate customers, this business in the past may have been supplied through large corporate caterers, so eCater enable’s QSR’s to move into a totally new business segment with ease. All fully branded for maximum exposure.
This has been the single strongest outcome. eCater has provided a direct gateway to a different and very profitable group of customers who are actively seeking to purchase large dollar orders for regular office functions and boardroom lunches. We have had comments from customers such as “we never thought to order pies or chicken & salad for our catering, until we saw them on your site.” Clearly, this is incremental “out of store” sales.
As a result of this, the eCater (online) average order size of $158 is massively larger than the typical store average sale of $6.30 - $8.90.
The typical customer spends all day in front of their computer. 90% order for their business online regularly. They are low touch. They see an efficient online ordering system as a necessity and provide loyalty accordingly.
An ancillary outcome has been as more office managers and PA’s understand the value QSR’s provide for Mon-Fri catering, this has extended by word of mouth to their general weekend and evening catering for birthdays, parties and any family gatherings.
The systems mix of sales is now 75% corporate and 25% general. Down from 100% corporate 3 years ago.
It has increased efficiencies, it saves staff time and handles payments and reconcillations.
Q2/. How do you manage so many different and varied stores’ operating requirements?
The basis of the eCater software allows for virtually any possible combination of individual store set up and operating parameters, across multiple regions and time zones.
Q3/. What QSR's have you worked with and what has been the outcome?
We work with a number of International and Australian chains and Franchise groups, large and small, including Pie face, Wagamama, Chargrill Charlies, Bagel House, Doughboy, Presse Cafes and Mrs Fields.
We have just documented a case study for Pie Face who we have worked with for over 2 years which clearly outlines the cost savings, benefits and results of using our system.
Q4/. You are more than just an on-line catering solution for example data collection and analysis, what benefit does this give to management?
Data collection gives management the ability to target promotions, make them real to the consumer and if the one or two areas call for a different approach in marketing that’s possible.
In the complex and busy environment of most QSR’s, we take what was previously a ‘talked about’ sales channel, and clearly define it, giving it a real presence and management ‘share of mind’.
We provide weekly sales reports by customer, transaction, line item and category
We create customer maps and learn behaviour of purchases
- Average sales
- # items
- Recency, frequency etc
We report on the trends of purchases, including other sales and even non-purchased basket collection (i.e., what customers may have added to a basket, but not bought (for whatever reason)
We can do test campaigns, and accurately measure responses, allowing a better spend of marketing $.
Q5/. What costs are involved and how are they covered?
The initial set up fees and small ongoing maintenance, generally calculated by store number starting from as little as $7 pw.
A transaction fee is charged depending on volume, but covers individual banking and reconciliation requirements, payment gateway, bank and communication (Fax/SMS) costs and all credit card fees.
Most chains cover the ongoing costs from the marketing fund, while generally stores cover the transaction fees. However there are no hard and fast rules.