EXECUTIVE INSIGHTS | Staff Reporter, Australia

Digital platforms to replace phone-in and walk-in orders

One of the benefits of utilizing digital technology is it lessens mistakes, according to Armina Soemino, Equities Research at J.P. Morgan.

"Digital platforms are replacing the traditional phone-based option for delivery companies and walk-ins for others," she noted.

Adding that one benifit is that, "it lessens mistakes – a consumer can’t be misheard or mistaken online and so mistakes are pushed to the makeline. Furthermore, the Internet upsells 100% of the time whereas a phone order relies on the representative doing the upsell i.e. “Would you like garlic bread and coke with that?”"

She also shared that digital marketing is also replacing print and TV advertising. " I am not an expert at marketing so I can’t comment on what the optimal mix of advertising would be but I think one of the big advantages of digital over other forms of advertising is that it is easier to measure the return on investment."

Soemino will be speaking at this year's QSR Media Conference and Awards. Find out how some quick service and fast casual restaurants are leading the pack and succeeding in the digital era. Hear their success stories and learn what they are doing differently so you too can amp up your digital strategy.


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