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MOBILEORDER-AHEAD Tracker™ SEPTEMBER 2017 MOBILEORDER-AHEAD Tracker™ Racing toward a mobile order-ahead future 5Page 5 (Feature Story) Nearly 70 percent of Domino’s orders now come from mobile devices Why Mobile Order-Ahead Page 10 (News and Trends) 10 Appears To Be The latest mobile order-ahead A Winning Wager At Saratoga provider rankings 14Page 14 (Scorecard) MOBILEORDER-AHEAD Tracker™ Table of Contents What's Inside News from around the mobile order-ahead space, including updates on new mobile delivery services 03 debuted by several restaurants. Feature Story Bob Hughes, chief operating officer of the NYRA, on how and why the organization is installing 05 mobile order-ahead technology at horse racing venues at Saratoga and Belmont Park. News and Trends 10 The latest notable headlines from the world of mobile order-ahead. Scoring Methodology 13 PYMNTS’ criteria for evaluating and scoring the top apps in the mobile order-ahead space. Scorecard The results are in. 14 See this month’s top scorers and a provider directory featuring 57 major players in the mobile order-ahead space. About 43 Information on PYMNTS.com. © 2017 PYMNTS.com all rights reserved 2 WHAT'SINSIDE rdering a pizza and having it delivered is practically a from 25 assortments of wine — to their food delivery orders. sacred tradition for many Americans. Meanwhile, consumers in India have a new way to have food OWhether it’s a family shuttling to and from school and delivered to their doors. Ridesharing giant Uber launched extracurricular activities that’s looking for a quick meal that the company’s online food ordering and delivery service, will work for everyone, or a group of college students who want UberEATS, in the city of Bengaluru, with plans to offer the a late-night snack, pizza is the most popular online delivery service in more cities soon. purchase in the country. Americans spend billions every year on having pizzas delivered straight to their doors, and the online And, if the online ordering volume Domino’s has seen in India pizza delivery market now makes up a $7 billion industry. is any indication, the country is eager for more online and mobile ordering options. According to an announcement from To keep that industry growing, though, pizza chains are turning Jubilant FoodWorks, which operates Domino’s Pizza in India, to new ordering channels with the intention of attracting 51 percent of orders as of June of this year are coming from millennials and other mobile shoppers. Papa John’s, for digital channels. The report also stated mobile devices are example, announced it would take orders via social media. becoming increasingly popular among customers, with nearly According to a recent study, 69 percent of internet users told 70 percent of those orders coming from smartphones. researchers they had ordered delivery online within the past year, and another 18.6 percent said they would try the option Mobile ordering appears to be a winning wager at soon. Saratoga At the New York Racing Association’s (NYRA) Saratoga Race Perhaps inspired by consumer interest and results from chain Course in upstate New York, race fans can now order and giants like Papa John’s and Domino’s, other restaurants also pay for meals, clothing and other merchandise from their want a slice of that mobile delivery pie. Over the past month, mobile phones, allowing them to avoid wasting time that several restaurants and technology providers in the U.S. and could be spent watching the race, instead of floundering on a around the globe unveiled new delivery programs and services, concessions line. all designed to capture a larger portion of the mobile and digital ordering market. But while mobile ordering apps may not be the newest technology on the block, it’s seemingly a first for racetracks Here’s a quick snapshot of notable mobile order-ahead in the United States. And, according to Bob Hughes, installing news items from the last month: mobile ordering technology at a unique venue like Saratoga Delivery in the U.S. revolves mostly around pizza and other Race Course presented distinct challenges for the mobile order- food orders arriving hot at a customer’s door — but, what about ahead team at the track. drinks to go with it? PYMNTS recently caught up with Hughes to find out more Eatery chain BJ’s Restaurant and Brewhouse announced about mobile ordering at the race course. its customers in select California markets can now have popular alcohol options delivered, too. As part of an expanded September Tracker updates partnership with delivery platform DoorDash, customers This edition of the Mobile Order-Ahead Tracker features a in participating locations can add alcoholic beverages — directory of 57 ranked players from around the space, including including six-packs of five varieties of craft beer and selections five new additions: la Madeleine, Le Pain Quotidien, Specialty’s Café & Bakery, Veggie Grill and VERTS Mediterranean Grill. © 2017 PYMNTS.com all rights reserved 3 What's Inside 30% $55 Billion Average increase in ticket price for Projected value of the online Taco Bell orders placed through mobile delivery market by 2022. devices versus in-store purchases. 49% 62% 6.6% Percentage of consumers aged 18 Percentage of millennials who have Percentage of all restaurant to 34 who said they purchase food used a mobile app or website to orders that now come from digital via a mobile device more often now order food in the past month. channels, outpacing phone orders than they did three years ago. (5 percent) for the first time. Five Fast Facts © 2017 PYMNTS.com all rights reserved 4 Why Mobile Order-Ahead Appears To Be A WINNING WAGER AT SARATOGA © 2017 PYMNTS.com all rights reserved 5 FEATURESTORY It’s a very dynamic menu of services and options that the app has to be able to account for every day. BOB HUGHES chief operating officer for the NYRA RACING TOWARD A MOBILE ORDER-AHEAD FUTURE horoughbred horse races are alternatively referred to as meals, clothing and other merchandise from their mobile the best and fastest two minutes in sports. Blink and phones, allowing them to avoid the wasted waiting time that Tyou’ll miss it. Worse yet, wind up stuck in line waiting for could, and should, be spent watching the race. food, and you’ll wonder why you bothered to pay admission just to stand and wait for concessions. But, while mobile ordering apps may not be the newest technology on the block, it’s seemingly a first for racetracks in But now, with mobile order-ahead technology in the running at the United States. As Bob Hughes, chief operating officer for some venues — and soon to be at others — the odds of getting the NYRA, explained to PYMNTS in a recent interview, installing stuck in those lines are dropping. Better yet, concessions mobile ordering technology at a unique and expansive venue services at the track may stand a chance of keeping up with the like Saratoga Race Course — all told, the complex at Saratoga horses themselves, if not outright outpacing them. holds 50,000 spectators and spans 350 acres — presented distinct challenges for the mobile order-ahead team at the Case in point? It seems an old track can, in fact, learn new track. tricks. At the New York Racing Association’s (NYRA) Saratoga Race Course in upstate New York, which first hosted racing More than 1 million racing fans passed through the turnstiles in the summer of 1863, race fans can now order and pay for at Saratoga Race Course between mid-July and late August. © 2017 PYMNTS.com all rights reserved 6 Feature Story According to Hughes, the summer scene at Saratoga is a steady whirlwind of six-day-a-week racing, often accompanied by musical performances, food festivals, craft Under the hood fairs and other events. BOB HUGHES OF THE NYRA ON USING A MOBILE ORDER-AHEAD APP TO COLLECT GUEST FEEDBACK “It’s all changing constantly, and in a venue that is fairly large and spread out,” he said. “It’s a very dynamic menu of services and options that the app has to be able to account Upstate New York’s Saratoga Race Course debuted for every day.” mobile ordering services in August. According Despite those challenges, the NYRA recently debuted to Bob Hughes, chief information officer at the mobile ordering at Saratoga via its NYRA XP smartphone New York Racing Association (NYRA), though the app, which was launched in July. The app also enables program is still in its early stages, a simple feature users to purchase admission tickets and parking is already paying dividends for the organization. passes, and use GPS-enabled maps to find their seats or concessions locations. According to the organization, the “When you make your first order, we have you set up a profile. And, right now, it’s pretty simple: We just need app has since processed and served orders from roughly [your] name, email address and credit card number to 10,000 customers — and the NYRA has plans to expand its pay for [your] order. That’s all we collect right now. use. But for us, that means that now that we have your email A mobile ordering overhaul for a historic venue address, we can follow up with you. We collect a lot Hughes explained the addition of mobile order-ahead of feed back through those profiles, finding out from services was part of a modern, tech-heavy overhaul given to customers what works, what doesn’t [and] what would [they] like to see be different. the historic race course. We started with just three stands offering the mobile Along with the NYRA XP app came an update to Saratoga ordering, and as guests said they liked it and wanted to Race Course’s infrastructure to support the capabilities see it at other locations, we added more.
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