Learn how Eagle Boys Pizza and Souvlakihut use technology to rack up sales
The pace of technological innovation may well have become as instant as fast food. Dining has gone digital as technology continues to revolutionize both the food industry and the consumer market.
Restaurants take to the internet to reach out to customers, maximizing social networking sites for promotion and using cyberspace and SMS technology as a “point of sale.” Conversely, tech-savvy diners have become evermore empowered with social media serving as a free-for-all platform to post both food praises and criticism.
Australia's QSR sector is largely in step with such technological advances. Innovation has become an imperative across the board as firms increasingly realize that food sells far beyond the counter: whether they serve pizza, chicken or low-calorie meals, restaurants can now satisfy hunger by going high-tech.
For one, Greek diner Souvlakihut is utilizing technology in a wise two-pronged approach. Not only do they boost employee relations and franchising prospects through an internal online network, they also use Facebook and Twitter to cultivate closer relations with their market.
Souvlakihut has created an intranet system, aptly called SOCRATES (Souvlakihut Online Community Resource and Training E-Solution), where employees and franchisees can log concerns or exchange ideas.
“We’ve always promoted a sharing environment from day one, by holding monthly alternate franchise meetings and educational workshops to encourage input from franchisees,” says Souvlakihut founder Bill Fotiadis.
“Technology has enabled us to take this one step further through the launch of our intranet system. SOCRATES allows our employees to interact online, from starting online discussions to voicing concerns,” he says.
Souvlakihut's Facebook and Twitter pages have also been effective in connecting directly to its clientele.
“We’ve always believed that strong relationships are critical to any successful business and this year we launched our Facebook and Twitter pages to further foster customer relationships. Through these forums, we’re in constant communication with our customers and are able to take onboard all their comments,” Fotiadis says.
Bucking Bull, a leading roast and grill restaurnt, is taking a similar path as it targets clients from 18 to 30 years old, a demographic that has among the highest rates of social media consumption.
“Technology is changing the way we plan our communication to our customers through social media and loyalty programs,” says Bucking Bull founder Dean Vella.
Smart use of technology is also helping drive business up for Mad Mex Fresh Mexican Grill, a QSR that is enjoying constant growth with the global popularity of Mexican-themed restaurants.
Mad Mex's online presence has become a portal to “aggregrate a marketing database automatically” and a platform for the rollout of new products, says restaurant director Clovis Young.
“The web and websites offer the ability to communicate directly to existing and potential customers and allow you to further define your brand and values in an engaging and entertaining way,” Young says.
The restaurant also relies on the internet for employee video training program and internal communications.
Eagle Boys Pizza and Chooks Fresh and Tasty are already reaping the rewards of their online ordering systems.
“Our online ordering now makes up over 10 percent of total sales and this is growing at a rapid pace. This then has implications for how we do business,” says Eagle Boys CEO Todd Clayton.
Its online platform has eased sales monitoring for Chooks, Founder Steve Hansen says. The restaurant also plans to completely digitize its menu boards, where customers could see their food choices in a slide show.
“We now have iPOS which is a web-based point of sale, which enables us to see what products are selling hourly ad where our gross profit is coming from. This makes for far better decisions on what will be promoted next,” Hansen says.
Accessibility through the internet and text messaging is set to give more ordering convenience for customers of Healthy Habits, a QSR that offers healthier fast-meal alternatives to consumers. Healthy Habits is on the trial phase of its online and SMS ordering system.
“We are trialing SMS ordering for customers via their phones and online ordering from their computers. This allows the order to be placed, sent to their store of choice and their order is ready for them at their requested pick up time,” says Healthy Habit founder Katherine Sampson.
“No waiting around in lines any more,” she says.
Australia's QSRs know that success in the food business means evolving with the market's peculiar tastes and tapping technology in the most tasteful way possible, be it dine-in or online.
“Every day there are changes in what the customer wants, needs and expects and we all need to be listening and changing as we grow,” Hansen says.
