Bookatable Academy 2015 Highlights for 2015
NPS survey’s and listening labs Michelin Partnership & App
Product Features Performance improvements
Driving further covers through Bookatable.co.uk Pay at Table & App Investment and partner network Highlights for 2015 Bookatable growth
We are still Europe’s largest restaurant marketplace
Bookatable customers in Europe Dined covers 14,000 8,000,000
12,000 7,000,000
6,000,000 10,000 5,000,000 8,000 4,000,000 6,000 3,000,000
4,000 2,000,000
2,000 1,000,000
0
0
Jul-13 Jul-14 Jul-15
Jan-13 Jan-14 Jan-15
Mar-13 Mar-14 Mar-15
Nov-13 Nov-14
Jul-13 Jul-14 Jul-15 Sep-13 Sep-14 Sep-15
May-13 May-14 May-15
Jan-13 Jan-14 Jan-15
Mar-13 Mar-14 Mar-15
Sep-13 Nov-13 Sep-14 Nov-14 Sep-15
May-13 May-14 May-15 Total covers Bookatable investment
Product investment: Account management
- A third of all revenue invested - Dedicated account in product development mangers with a bespoke - Focus on speed & performance approach to your needs
Growth of Customer Numbers & Retention of Existing Customers
Driving covers Customer support service - Providing additional marketing support to you - UK based customer support - 38% YOY growth of covers per - 24/7 365 restaurant Bookatable customers
We are listening to you and responding to your needs
Product Enhancements Driving More Covers Bookatable Academy 2015
#BookatableAcademy What is customer loyalty?
“Customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. The individual market segments should be targeted in terms of developing customer loyalty”
Source: lexicon.ft.com/Term?term=customer-loyalty 8 So what brands am I loyal to?
9 And what do other people have to say? And what do other people have to say?
11 Consumer’s view of what drives loyalty
Source: CEB/The Times 12 Customer satisfaction drives loyalty
13 Customer satisfaction drives recommendation
14 Power of customer loyalty
15 Customer loyalty for Bookatable consumer site
Building loyalty based on brand that consumers can relate to, driven by employees passionate about the industry • Focus on content, imagery and curated menus to help inspire • Help people discover new experiences • Ask them what they want – quantitative and qualitative survey’s
Repeat booker growth on +57% Bookatable.co.uk
+20% Repeat bookers Repeat
Bookatable’s brand is based on 2 core principles: Never stop exploring. Celebrate the joy of dining out. 16 Some hints to engage customer loyalty
Empower Employees Create Consistency Make it personal Make it easy Be social media savy And finally
18 Bookatable Academy 2015
#BookatableAcademy Online behaviour trends in the restaurant industry
Rodolfo Rinaldi, Industry analyst @Google
Confidential & Proprietary Confidential & Proprietary Confidential & Proprietary “Abandon the One Night Stand For a Deeper, More Meaningful Relationship”
Confidential & Proprietary Confidential & Proprietary 13% 19% 146,000
it’s high maintenance relationship
Confidential & Proprietary FACT 1
59% of 25-34 y.o. head to the kitchen with either their phones or tablets.
Confidential & Proprietary I-Want-To-Watch
Watchtime is up 60% YoY
¼ of videos watched are >10mins long
Avg mobile session time is 40mins
Confidential & Proprietary I-Want-To-Watch
Confidential & Proprietary I-Want-To-Watch
Confidential & Proprietary FACT 2
Loyalty to restaurant & takeaway brands is high, with around half of users visiting just one brand per month
Users of restaurant & takeaway sites and apps in Feb 2015, N = 43k users Confidential & Proprietary I-Want-To-Book
4.2m 50% 33% dining mobile sites & of them visits the top are doing so using app users in the UK 10 websites apps!
Confidential & Proprietary I-Want-To-Book
The challenge is re-engagement: 86% of mobile time spent in apps 80% of installed apps are only used once
Confidential & Proprietary Source: VentureBeat Mobile User Acquisition Study, 2014 Confidential & Proprietary FACT 3
2 in 5 dining out are decided in the spur of the moment
Confidential & Proprietary I-Want-To-Findfind
34X Near me search interest increased since 2011
Confidential & Proprietary I-Want-to-Find
Bike rentals Hyde Park Free parking 3:45 pm Hyde Park Free parking 3:33 pm Popular parks CoventLocksmith Garden Movie showtimes London Russel Square Pizza 9:24 am London Skate delivery3:01pm 9:35 am rentals Coffee shops in 11:00 am financial district 7:53 pm 4:32 pm Art Crepes in financial 9:47 am museumsPharmaciesdistrict around 11:15 1:30am pm Sporting Movie goods store 2:00 pm apartment to rentals rent in London 4:51 pm 7:47 pm 5:15 pm
the moments that matter to us happen at the locations that matter to us
Confidential & Proprietary I-Want-To-find
17:30
dohowaveragesafestbestjoulesgetWhere i me need manywellies printedneighbourhoods isto cost theancineworld calories brands umbrellaclosest ofwellies family in forkings pasta a in moviejurassicstarbucksmortgagehowshoei’mpizza hungry to storespilgrims theatres get park calculator a nearby mortgagemovie menu near times me today?cappuccinohomelondonkidsreviewsroadrestaurant in london
Confidential & Proprietary I-Want-To-Find
Hyper-local targeting Reach users on their mobile devices when they are near your restaurant to drive footfall using Google Maps data
Confidential & Proprietary “For every one pound we spent on search we got £2.32 back. That is really important - especially when we are speaking to Finance”.
Oliver Folkard, Senior Digital Media Manager, EE
Confidential & Proprietary Voice search demo
Confidential & Proprietary Google Now gives users what they need in moments that matter
Confidential & Proprietary Be their Be where Be there inspiration they are when it matters
it’s a VERY high maintenance relationship
Confidential & Proprietary Bookatable Academy 2015
#BookatableAcademy Customer Loyalty & Changing Consumer Behaviour 14 October 2015 Agenda
• What is Deliveroo? • Changing the perception of takeaways • Restaurants on Demand • Scaling opportunities & challenges • Building customer and restaurant loyalty What is Deliveroo?
• What’s the current state of the food delivery market? • Why did we start Deliveroo? • What problem are we trying to solve? Sunday night…at the restaurant Sunday night…at home What do customers want?
Lower End Food Premium Food
Low Quality Customer Experience Changing Perceptions
• Consumers are more demanding for both quality and convenience • Tidal wave of premium casual and better fast- casual concepts across the world, not just London • Parisian take on burrito • German take on dim sum • New concepts from the United States Restaurants on Demand
• Tapping a new audience • An extension of the high street • Local discovery and education • Solidifying customer loyalty through on demand trend • Higher frequency spend Scaling opportunities & challenges
• Growing from a team of 10 to 200 in a year • Changing role of the CEO • Keeping employees clear on message • Unimpeded impact • Growing revenues 10-12x in a year • Week on week focus • Real-time operational focus Building customer loyalty • Product / Operations • Broad selection of Great restaurants, great delivery (step 1) • Enhanced digital experience (step 2) • Educational • Emotive / Social • App • Surprise the customer (step 3) • Unexpected acts • Branding • Things we are working on • Reviews • Customised CRM (cuisine) (healthy, low-carb, chicken, etc) • NPS by neighbourhood • Repeat rates Building restaurant loyalty • Revenues! • Great service, and responsiveness • Constant dialogue • Data analytics, sharing of information • Helpful advice • Shared marketing budgets • Shared kitchens / food trucks Bookatable Academy 2015
#BookatableAcademy Hailo & Customer Loyalty
David Llewellyn – Head of Marketing EMEA What is loyalty?
Measurement & definition
Red Herrings Proxies Tangible
User value Share of wallet NPS Social sentiment Direct feedback Referrals (WoM) Anecdotal feedback Social sentiment Churn What is loyalty?
“Customers use Hailo because they want to use Hailo”
• Non-incentivised (as a rule) • Use multiple products (e-hail, airports, prebook) • Value grows over time (not linear) • Brand advocacy (NPS & referrals) “Customer loyalty is the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience…” Our framework
Get: • New users • Re-activation of Churned users Keep: • Repeat usage / habit • Product knowledge Grow: • Grow ARPU • Increase uptake of new features User funnel Get • New users • Re-activation of Churned users Get – Customer acquisition
Loyalty starts at the beginning
• Consistent • Manage expectations • First impressions count Get – Customer acquisition
Clear title with strapline Get – Customer acquisition
Clear description of service Get – Customer acquisition
Tutorials explaining key features
“Stunning bistro restaurant decorated with panache and topped off with a refined ambience”
“Friendly, family-run restaurant with homely décor and a relaxed atmosphere” Get – Customer acquisition
Summary
First impressions count Trust a significant factor in loyalty First experience starts at discovery (online) First experience must be sustainable and representative Keep • Repeat usage / habit • Product familiarity Keep – Customer retention
Growing familiarity
• Does the user know the core product? • Does the user understand peripheral features? • Does the user make regular use of the service? Keep – Customer retention
Assumptions
• The user was satisfied with first experience • Keen to see more • “goodwill window” Keep – Customer retention
Education, education, education
• Automated communications Did you know? Email triggers In-app messages Incentives (?) Keep – Customer retention
Education, education, education
• Automated communications Register your card Email triggers In-app messages Incentives (?) Grow • Grow ARPU • Increase uptake of new features Keep – Value growth
Cross-sell, up-sell, next-sell
Airport fixed fare email • User knows your core service well • User has some sort of affinity • Opportunity to grow user value Keep – Value growth
Data-driven
• Data collected on user behaviours • Enhanced segmentation capability Avios upsell email • Greater targeting potential Incentivisation Incentivisation
Why?
• Not against discounting • Competitive operating environment • Targeted incentives based on data / ROI 52% “Customer loyalty is the result of
consistently positive emotional
experience, physical attribute-based satisfaction and perceived value of an
experience…” Incentivisation
One-off, un- sustainable and expensive Incentivisation
One-off, sustainable and cost-effective Incentivisation
Summary
• Think hard about ‘Why?’ • Use to drive sustainable growth • Use to raise awareness and trial of new products
Get Keep Grow Not as core acquisition strategy, If needed to fully convert certain Yes, driving growth with targeted, only if targeted segments data-driven incentives Summary Summary
Loyalty
• First experience counts • Creates goodwill window to exploit • Creates platform to drive frequency and then cross sell Summary
Get, Keep, Grow
• Simple framework • Common language • Prioritisation tool Bookatable Academy 2015
#BookatableAcademy Employee Loyalty?
‘The continued possession, use or control of something’
‘The action of absorbing and continuing to hold a substance’ Engagement is the state of emotional and intellectual commitment to an organization – the degree to which you have captured the hearts and minds of your employees’ Hewitt 2010 Engagement at The Jamie Oliver Restaurant Group
What do the stats say?
What do the staff say?
Why? 1.Clear Vision 2.Inspiring Leader 3. Genuine Culture 1. Vision
To Innovate & Inspire!
‘Our vision is to be world class in food, service, design and people. We want each restaurant to be the most popular; accessible to all, affordable and recognized for outstanding quality and impeccable sourcing. We combine the values that Jamie has always stood for with a passion for developing people and a no compromise approach to all that we do. By being one step ahead, we aspire to inspire’ 2. Our Glorious Leader! 3. Culture My Job?
Strategic Areas of Focus: 1. Recognizing & rewarding Talent 2. Helping People to Learn & Grow 3. Nurturing our Culture How are employee loyalty and customer loyalty connected?
FAMILY Values
Integrity
Trusted Brand Bookatable Academy 2015
#BookatableAcademy