Restaurant Technology, December 2013

DECEMBER 2013 | VOL.1, ISSUE: 2 IT will tell you about 10 Business Intelligence, and THINGS what you should know PAGE 27 First Look at e*Restaurant’s new mobile app and user interface PAGE 24 Delivery fl eets: on demand, online, off payroll PAGE 16 HOW TECHNOLOGY MOVES YOU AND YOUR CUSTOMER Winning Loyalty “Universal” loyalty programs like MOGL, Front Flip and Belly make it easy to raise customer frequency and check totals with “Solo” programs discounts, games like Starbucks’ and freebies. Their also replace punch apps introduce cards and paper you (and your local coupons. They competition) to gather marketing new customers. PAGE 8 intelligence, too, while customers see your brand alone. PAGE 13 The trick to matching off er with customer? Hint: POS Data PAGE 20 Digital Edition Copyright Notice The content contained in this digital edition (“Digital Material”), as well as its selection and arrangement, is owned by Penton. and its affiliated companies, licensors, and suppliers, and is protected by their respective copyright, trademark and other proprietary rights. Upon payment of the subscription price, if applicable, you are hereby authorized to view, download, copy, and print Digital Material solely for your own personal, non-commercial use, provided that by doing any of the foregoing, you acknowledge that (i) you do not and will not acquire any ownership rights of any kind in the Digital Material or any portion thereof, (ii) you must preserve all copyright and other proprietary notices included in any downloaded Digital Material, and (iii) you must comply in all respects with the use restrictions set forth below and in the Penton Privacy Policy and the Penton Terms of Use (the “Use Restrictions”), each of which is hereby incorporated by reference. Any use not in accordance with, and any failure to comply fully with, the Use Restrictions is expressly prohibited by law, and may result in severe civil and criminal penalties. Violators will be prosecuted to the maximum possible extent. You may not modify, publish, license, transmit (including by way of email, facsimile or other electronic means), transfer, sell, reproduce (including by copying or posting on any network computer), create derivative works from, display, store, or in any way exploit, broadcast, disseminate or distribute, in any format or media of any kind, any of the Digital Material, in whole or in part, without the express prior written consent of Penton. To request content for commercial use or Penton’s approval of any other restricted activity described above, please contact the Reprints Department at (877) 652-5295. Without in any way limiting the foregoing, you may not use spiders, robots, data mining techniques or other automated techniques to catalog, download or otherwise reproduce, store or distribute any Digital Material. NEITHER PENTON NOR ANY THIRD PARTY CONTENT PROVIDER OR THEIR AGENTS SHALL BE LIABLE FOR ANY ACT, DIRECT OR INDIRECT, INCIDENTAL, SPECIAL OR CONSEQUENTIAL DAMAGES ARISING OUT OF THE USE OF OR ACCESS TO ANY DIGITAL MATERIAL, AND/OR ANY INFORMATION CONTAINED THEREIN. All the power of e*Restaurant, now available for carry-out. Ever since its groundbreaking introduction, e*Restaurant has become the choice of four of America’s top ten restaurant chains, including the #1 operator in the world. And now, with the new e*Restaurant User Interface and Mobile App, managers and end users have seamless anytime/anywhere access to every critical restaurant back office operation. To find out how easy it is to take the most scalable, adaptable, end-to-end restaurant management system into any environment, request a demo today. do what others dream™ WORKFORCE + INVENTORY + SUPPLY CHAIN + BUSINESS INTELLIGENCE Learn more at 800-676-1281 (Ext. 2) or altametrics.com December 2013 In Th is Issue 8 Cover Story Restaurant Loyalty Programs: Power in Pooling Th ird-party, “universal” loyalty programs make it easy to reward frequent diners with discounts and freebies. Th ey also introduce you—and your local competition—to new customers. FEATURE DEPARTMENTS 4 16 25 Editor’s Letter Trimming Costs Back of House I knew loyalty programs Delivery Services: Th ird- Write-once, post- were real when I saw a card party services relieve everywhere directory hanging from my own kid’s operators from the hassle listings, food distributors’ keychain. of in-house delivery people loyalty play, socialized and throw in a side of scheduling. 20 marketing. Mining POS Data 6 for Fun, Profi t Front of House 26 and Business Waitlist application 23 Q and A Optimization. marries social media, RFID Then Now Next Are we building loyalty to Between seat- bracelets that keep bar tabs, A look behind, ahead, and restaurant brands, or to customer cheat sheets set in the moment at what we discounts? of-the-pants upon OpenTable. mean by...Word of Mouth. familiarity and hard data analysis 27 lies the potential 13 24 Ten Things for better use of Knowing Your First Look IT will tell you space, staff , time Customer e*Restaurant’s about Business new mobile Intelligence...and and inventory. Solo Loyalty Programs: When you want the app and user what you should loyalty app or card all interface. know. to your own brand. www.RestaurantTechnologyMagazine.com December 2013 3 Editor’s Letter Surveying the Loyalty Landscape DECEMBER 2013 VOL.1, ISSUE: 2 e chose a hot topic—loy- It’s howl-worthy because the ability alty programs—for the to reach your customers, with offers second issue of Restau- tailored to their preferences, is at the rant Technology Maga- core of the loyalty program proposi- EDITORIAL & ART zine. After all, aren’t loyal, regular custom- tion, as our stories show. Operators who Editorial Director: ers the holy grail of brick-and-mortar, leave all the outbound marketing to Ellen Muraskin storefront businesses like restaurants? the program provider aren’t getting full [email protected] Th eir dependability is what counteracts value out of their investment. Opera- the risk of opening your doors every day tors who use the tools provided with Publisher: to a fi ckle public in an uncertain economy. most of these programs to segment their Restaurant Technology Magazine Now ask a random person of my customers—say, into those who buy boomer generation, as I did, if they par- desserts—and offer foods or events with Creative Director: ticipate in any restaurant loyalty programs. them in mind will fill up more tables Cavedweller Studio Th ey’re likely to say no, even if, like most and sell more desserts. They’ll also per- [email protected] of my friends, they’re current enough to suade more regulars to let their emails Project Manager: carry smart phones. Nor do they think into their primary folders, where they Kelly Lambert much, I’ll bet, about the data being gath- check every day. [email protected] ered on their purchasing habits and how In this issue, we try to survey the that’s being used to market to them. booming loyalty landscape, and even Restaurant Technnology One generation down, it’s another story. take up the underlying debate of Magazine is published by Restaurant Technology On my daughter’s last visit, I noticed a Bel- whether one can or should buy loyalty at Magazine LLC and produced ly loyalty card with its QR code, hanging all (see Q and A, p. 26). As good a way as by Penton Marketing Services from her key ring on the hook. She knows any of dividing the topic, IMHO, is into all about it. She also understands the two broad categories: solo programs (p. trade she’s asked to make in exchange for 13), which show the customer only your those discount or free-food rewards. But if own brand, and pooled programs (see she can get that reward without giving up “Power in Pooling,” p. 8), which offer one her email address, you can bet she’ll keep card or app, one customer ID and one AD INDEX that address to herself. map with which to find and win rewards IFC Th erein lies one of the challenges of at multiple restaurant brands. E*Restaurant loyalty programs—the overloaded email Since loyalty programs, at the end www.altametrics.com in-box. Acknowledging the consumer’s of the day, are all about data, we also Page 5 problem, Google recently launched thought to share with you a story on Red Book Connect Google Tabs, a separate Gmail in-box the uses of the data ground out by the http://redbookconnect. com/ that automatically receives all market- POS of just one restaurant property (see ing emails unless said consumer makes “Mining POS Data,” p. 20). This, too, can Page 7 exceptions. Not surprisingly, this raised a work its way into loyalty offers and ROI EMN8 www.emn8.com howl of objections from marketers. tracking. Page 10-11 Altametrics Ellen Muraskint&EJUPSJBM%[email protected] www.altametrics.com BC Hula THROUGHOUT THIS ISSUE, LOOK FOR THIS SIGN TO FIND www.hulapos.com STORIES RELATED TO CUSTOMER LOYALTY PROGRAMS 4 December 2013 www.RestaurantTechnologyMagazine.com !."!0%+*ċ %),(!ċƫûƫ+. (!ċƫ((!ċ One Source. Proven Solutions. Join the 1.2 million users and 128,000 independents and multi-unit chains using our solutions to signifi cantly streamline “/ƫƫ) *#!.Čƫ ƫ(35/ƫ%)#%*! ƫ.1**%*#ƫ0$!ƫ,!."!0ƫ/$%"0ċƫ their operations and engage with their %.%*#Čƫ0.%*%*#ƫ* ƫ.!0%*%*#ƫ#.!0ƫ0!)ƫ)!)!./ƫ3!.!ƫ0$!ƫ staff through online, mobile and social tools. '!5/ƫ0+ƫ.!0%*#ƫ)!)+.(!ƫ#1!/0ƫ!4,!.%!*!/ƫ* ƫ#.+3%*#ƫ .!2!*1!ċƫ *#%*#ƫ!4,!*/!/ƫģƫ(+.ƫ* ƫ"++ ƫ+/0/ƫģƫ3!.!ƫ đƫ %.%*#Čƫ.%*%*#Čƫ$! 1(%*# essential to pleasing my boss and advancing my career.

Load more