Taco Bell's Strategy to Help Customers Own Their Ordering

FEATURE STORY – PAGE 9 Taco Bell’s Strategy To Help Customers Own Their Ordering Experiences

NEWS AND TRENDS – PAGE 13 Study finds 90 percent of consumers are unwilling to wait 10 minutes or longer for food ordered through apps

DEEP DIVE – PAGE 18 How third-party delivery app partnerships create new challenges for QSRs

OCTOBER 2019

What’s Inside Several restaurant brands embrace third-party delivery 04 partnerships to meet consumers’ expectations

Feature Story 09 Rafik Hanna, Taco Bell’s senior director of digital technology, discusses how the rollout of self-service kiosks at more than 6,600 locations and a partnership with Grubhub will help the chain deliver enhanced omnichannel experiences

News & Trends 13 The latest headlines on how restaurant and QSR players are embracing new technologies to reinvent their rewards and loyalty experiences and connect with consumers

Deep Dive An in-depth look at the potential benefits and unexpected 18 consequences restaurants face when working with third-party delivery apps

About 21 Information on PYMNTS.com and Paytronix

Acknowledgment The Order To Eat Tracker is done in collaboration with Paytronix, and PYMNTS is grateful for the company’s support and insight. PYMNTS.com retains full editorial control over the following findings, methodology and data analysis.

WHAT’S INSIDE

The United States restaurant market appears to be fac- THE LATEST HEADLINES FROM ing a bright future. Industry sales have seen a 4 percent AROUND THE SPACE increase so far this year, and trade group the National Many restaurants are turning to mobile-based loyal- Restaurant Association expects overall sales to reach ty programs to secure customers’ allegiances. QSR $863 billion by year’s end. As competition in the space chain Boston Market recently debuted its Rotisserie heats up, many restaurants are recognizing that they Rewards loyalty program through its mobile app. The must offer new options to satisfy customers’ cravings program gives online and mobile customers one loy- for convenience. alty point for each dollar spent at its restaurants, and these points can be redeemed for free food or even full Recent data indicates that food delivery will become meals that can feed multiple guests. Boston Market is a significant part of many restaurants’ earnings, with hoping the new program will encourage users to place a projected compound annual growth rate (CAGR) orders through its app rather than through third-party of 6 percent by 2023. Many fast-casual eateries and delivery services. quick-service restaurants (QSRs) are partnering with third-party delivery apps to cater to customers where Delivery service provider Grubhub is also taking a page they are — specifically, their homes. out of the loyalty rewards playbook. The platform recently launched Perks, a loyalty system that offers Several large restaurant chains have heard the mes- customers redeemable points that can be used through sage and are using delivery services to provide such the Grubhub and Seamless delivery apps. The pro- offerings. Artisan pizza chain MOD Pizza recently gram offers free food from chains like Taco Bell and tapped delivery platform DoorDash to be its exclusive Red Lobster. delivery partner, and fast food giant McDonald’s began testing a new delivery partnership with Grubhub at Restaurant chain Big Boy is experimenting with a new approximately 500 of its New York City-area locations. fast-casual dining prototype in Southfield, Michigan, Not every major chain is eager to partner up, however. that eliminates sit-down service. Customers will instead Domino’s has made it clear that it is unwilling to bend to place orders through counter menus and enhanced on- third-party delivery app competition — at least for now. line and mobile ordering capabilities. The new concept restaurant, which also eliminates tipping for servers, is Delivery is not the only way restaurants are connecting geared toward younger consumers who do not have with consumers, though. The industry is also embracing time for sit-down dining experiences. loyalty and rewards programs as well as new ordering solutions to enhance customers’ experiences.

Learn more about how the restaurant industry is embracing new store models, loyalty programs and delivery partnerships in the Tracker’s News and Trends section (p. 13). Executive TACO BELL RINGS IN A NEW OMNICHANNEL ERA INSIGHT Many restaurants are learning that they must meet customers’ expectations regardless of which chan- Consumers can place food orders using nels they use to place orders. Even larger QSRs, like voice technology from brands like Domino’s Mexican-inspired food chain Taco Bell, are investing in and even facial recognition solutions from new technologies and ordering experiences to please restaurants like CaliBurger. How do you expect such technologies to change the ways patrons who are used to speed and convenience. In consumers order food? this month’s Feature Story (p. 9), Rafik Hanna, senior director of digital technology at Taco Bell, explains how “Facial recognition is an ideal way to identify and authen- the restaurant is utilizing digital self-service kiosks ticate an individual. The iPhone X is already employing the and its delivery partnership with Grubhub to provide technology, and consumers are being trained to accept more seamless and personalized experiences for both it. Since there is no physical interaction required by the in-store and remote customers. end user, the technology could be deployed at drive-thrus, within cars and … in other hands-free ordering and identi- fication situations. DEEP DIVE: THE PROS AND CONS OF THIRD-PARTY DELIVERY The ways consumers can place food orders will move as PARTNERSHIPS fast as technology does. Facial recognition is the future. We are working on technology right now that will enable Third-party delivery apps such as DoorDash, Grubhub brands to recognize their best customers both in-store and Uber Eats are in high demand as customers seek and virtually so that they can deliver top-notch experienc- to enjoy meals from their favorite fast food restaurants es akin to those they delivered as single-unit operators — at scale. and QSR brands. Many restaurants work with such delivery services to more easily reach their consumer The QSR business model relies on fast, convenient trans- actions. With facial recognition, we envision a world where bases, but these partnerships can present their own is- consumers are recognized at the point of sale, can quickly sues, such as high order volumes. This Tracker’s Deep reorder past favorites and — with AI — will be prompted [to Dive (p. 18) highlights the benefits and challenges that view] cross-sell items that make sense, thereby increas- restaurants and QSRs face when using third-party de- ing basket size. There’s so much at stake here that larger brands have invested in or acquired tech companies to livery services. stay ahead of the competition. We’re bringing that same technology to medium [and] large chains.”

TIM RIDGELY head of order and delivery at Paytronix

ACQUIRE ORDER EAT CUSTOMERS

IN OUT

WEB APP STORE RESERVATION DELIVERY

PAYMENT REWARD REDEEM

IDENTIFY PREFERENCES PROMPT ANTICIPATE TARGET OFFERS REORDER

One-to-one offers via email • SMS • In-app messages • Push notifications • Geofencing

44M 31.76% Projected number of U.S. Estimated annual growth smartphone users who rate of the global on- will utilize third-party demand food delivery food delivery apps by market from 2017 to 2021 2020

80% $863B Anticipated rate of the Predicted value of restaurant industry’s restaurant industry sales off-premises spending by the end of the year growth by 2025

6.5% Projected CAGR of online food delivery revenue FIVE from 2019 to 2023 FAST FACTS

SOURCE: Taco Bell

Taco Bell’s Strategy To Help Customers Own Their Ordering Experiences

Digital self-service kiosks and delivery options could in its network. Rafik Hanna, Taco Bell’s senior direc- help restaurants provide the seamless ordering expe- tor of digital technology, said these investments are riences customers expect from their favorite brands. geared toward improving ordering experiences for both Several major QSR chains — such as McDonald’s, in-store and remote customers. Hanna recently spoke Panera Bread, Subway and Wendy’s — have recent- with PYMNTS about how self-service kiosks and the ly stepped up their investments in self-service kiosks company’s Grubhub partnership are modernizing Taco at their brick-and-mortar locations and have partnered Bell’s ordering options and providing insights into cus- with delivery platforms like DoorDash, Postmates and tomers’ expectations. Uber Eats to increase their order volumes. ENABLING CUSTOMERS TO ‘OWN Taco Bell is also pursuing solutions to improve cus- THEIR ORDERING EXPERIENCES’ WITH tomers’ in-restaurant and home delivery orders. The SELF-SERVICE chain expanded its partnership with delivery service Taco Bell rolled out its first self-service kiosk in 2015 and provider Grubhub earlier this year and is planning to in- has since worked to offer the technology at additional stall self-service kiosks across the 6,600 restaurants

locations. The company plans to install them at all of its The kiosks not only promote new menu items and spe- stores by the end of the year. cialized foods, but they are also more inclusive. They offer multiple language options and are equipped with The kiosks feature 22-inch touch-screen monitors that Americans with Disabilities Act (ADA)-compliant fea- allow customers to quickly place their orders and pay tures that allow visually impaired users to plug in via credit cards, debit cards, gift cards and mobile wal- headphones and navigate the interface using audio cues. lets. They can also check out with sales associates if they want to pay with cash. Hanna said that Taco Bell’s DELIVERING FOR HOME-BASED customers greatly approve of the kiosks, which help CUSTOMERS them more easily discover menu items and place per- The company also partnered with Grubhub to smooth sonalized orders. its remote customers’ ordering experiences. The col- “Kiosks really help our customers to own their ordering laboration began in 2018 and was expanded nationwide experiences and make it easier to customize food the earlier this year. way they want it,” Hanna said. “Consumers want what they want when they want it Kiosks are particularly beneficial to the chain’s vegetar- and where they want it,” Hanna explained, adding that ian patrons, who can use them to filter out meat-based the move was crucial to providing improved ordering menu items or order popular items and substitute meat experiences. ingredients with vegetarian options, like beans. The partnership saw the two companies work to in- “With people trying to eat healthier, what’s super clear tegrate Grubhub into Taco Bell’s point-of-sale (POS) for us is, with our kiosks, there is no easier way to order system. The solution utilizes geofencing capabilities vegetarian,” he said. that alert restaurants when Grubhub delivery drivers

are nearby, allowing kitchen staff to prepare meals within minutes so that customers will receive fresh orders. Under The

ON THE OMNICHANNEL ROAD HOOD Taco Bell is exploring other opportunities to further enhance customers’ ordering experiences, regardless of Rafik Hanna, senior director of digital which digital channels they use, Hanna noted. It is also technology at Taco Bell, explains how the chain decides which technologies to beginning to invest in and test digital menu boards to invest in as it pursues a more seamless offer drive-thru customers more seamless ordering omnichannel experience. experiences.

“In the past few years, there’s been so much change and “We’re doing a lot of things. We talk to customers all digitization of that customer experience in restaurants,” the time, we do focus groups, learn what they like Hanna stated. “We’ve been really intentional about about Taco Bell and our ordering experience and how making a dramatic shift to make Taco Bell experienc- can we modernize it make it relevant for them. We es more digital.” are always watching emerging trends, as many large competitors are doing in the space. These efforts are also geared toward smoothing kitchen operations and helping team members tasked with We are also keeping a pulse on [which technolo- fulfilling these orders. gies are ripe for investment] now and [which] could be really big ideas but aren’t ready to leverage for “We are becoming [an] omnichannel company like a lot our restaurants at this time. [This involves a] lot of of top retailers out there, and we’re going to see that analysis and assessment of what makes a great growth and modernization of our brand continue,” he experience because we don’t [want to invest in] tech- said. “We want to meet the customers where they nology for technology’s sake. want to be.” The right solution can actually solve problems and Digitization and modernization mean customers can make things better for customers and team mem- place orders from almost anywhere, and QSRs must be bers. There’s a lot of change happening in our ready to seamlessly fulfill their requests across a wide restaurants. We’re making investments to improve range of channels. Digital self-service kiosks and deliv- the team members’ experiences, and we’re making ery partnerships are likely to play big roles in helping investments to improve customers’ experiences. customers find their ideal ordering experiences. Ultimately, we need to make the right investments and build a connected restaurant as opposed to doing these projects that are point solutions to solve different challenges. Building that connection is the hardest part, but it’s also the biggest opportu- nity for us.”

NEWS & TRENDS

Delivery innovations contributed to the declining same-store sales the chain experienced last quarter. Domino’s has made a few and changes moves to counter such competition, however, includ- MOD PIZZA PARTNERS WITH ing partnering with an electric bike company to offer DOORDASH FOR ONLINE, MOBILE deliveries. DELIVERIES

It is expected that 44 million consumers will be using MCDONALD’S TESTS GRUBHUB PARTNERSHIP IN NYC third-party delivery apps by 2020, leading many restaurants and QSRs to partner with platforms that support Fast food company McDonald’s is forging addition- fast online delivery orders. National fast-casual chain al third-party partnerships in a few new markets. The MOD Pizza recently announced an exclusive partner- global chain is trialing a collaboration with Grubhub at ship with third-party food delivery service DoorDash, about 500 of its New York City-area locations, accord- enabling on-demand deliveries for nearly 85 percent ing to a company statement. The move follows news of the former’s dining locations. The pair launched the from earlier this year that McDonald’s had entered into collaboration with a promotion that included free deliv- a partnership with DoorDash in Houston, Texas, which ery for all first-time users. The move is important for it plans to expand to more than 10,000 restaurants na- DoorDash, which is facing increasing competition from tionwide. There is no word yet on whether McDonald’s other third-party apps such as Grubhub. has similar expansion plans for its Grubhub team-up, but the chain has been working with delivery app Uber THIRD-PARTY APPS PUT PRESSURE ON Eats — its first third-party delivery partner — for over DOMINO’S two years. The on-demand food delivery market is expected to grow at a rate of 31.76 percent until 2021, but pizza Mobile delivery and chain Domino’s is not ready to share the delivery spot- light. The company currently has no plans to partner virtual restaurants with third-party delivery apps, though a recent state- BON APPETIT, GRUBHUB LAUNCH ment from CEO Ritch Allison noted that competition VIRTUAL RESTAURANT FOR DELIVERY has put pressure on the pizza giant. He said the com- ORDERS pany’s own delivery experience remains strong without Restaurant industry sales have reached $863 billion any third-party assistance, but he does not expect the so far in 2019, but operating costs remain high. Online pressure to let up anytime soon. delivery is making it possible for some eateries to for-

Other company executives have made it clear that go physical locations, however. Food magazine Bon Domino’s is not immune to third-party delivery com- Appetit and Grubhub have designed a ghost kitch- petition, and Uber Eats and similar services may have en that will fill only online delivery orders and feature

popular dishes from the former’s magazine and on its apps, and deliveries are currently supported through Instagram feed. Consumers will be able to order lunch DoorDash, GrubHub, Postmates and Uber Eats. and dinner items online through the Grubhub app. STARBUCKS NOW EXPANSION GETS The concept restaurant does not offer a sit-in din- PICKUP STORE IN NYC ing option but restaurant group Lettuce Entertain You Starbucks recently announced that it will launch a new Enterprises will provide a virtual storefront. The com- Starbucks Now store in New York City following the panies will roll out the offering in Chicago, skipping the first-ever Now location’s July opening in Beijing. The initial operating costs of opening a physical location concept streamlines experiences for customers who while testing out consumers’ receptivity. There is no are more familiar with mobile ordering and online de- word yet on whether the pair will offer the ghost kitchen livery, using the store as a prime location for coffee service in additional markets. and food deliveries as well as mobile order pickups. Starbucks Now will still offer traditional in-store ex- FATBURGER TO USE LA LOCATIONS AS HURRICANE GRILL & WINGS GHOST periences, allowing consumers to place orders with KITCHENS baristas.

Other restaurants are approaching the virtual store con- The NYC Now location is currently in development and cept a little differently. QSR chain Fatburger will utilize will be located in Manhattan. Similar stores are being 15 of its Los Angeles-area restaurants as ghost kitchens planned for other U.S. cities including Boston, Chicago, for its sister brand, Hurricane Grill & Wings. FAT Brands Los Angeles, San Francisco and Seattle. restaurant company owns both QSRs, and cooks at participating locations will be trained to make dishes that can be found on either menu, according to compa- Reward and loyalty ny statements. The move effectively consolidates the challenges brands without requiring FAT Brands to pay for addition- DELIVEROO LEAVES GERMANY al storefronts. AMID COMPETITION FROM JUST EAT, TAKEAWAY Off-premises spending is anticipated to account for up to 80 percent of the restaurant industry’s growth Third-party delivery apps are facing more competition by 2025, and virtual kitchens might play a role in its than ever, which is part of why United Kingdom deliv- progress. FAT Brands’ kitchen experience is currently ery service Deliveroo has withdrawn from the German available only to consumers in Los Angeles, and the vir- market. The app began operations there in 2015, even- tual Hurricane locations will initially limit the selection tually serving consumers in Berlin, Cologne, Frankfurt, of items available for online ordering. Consumers look- Hamburg and Munich. It announced its decision to ing to take advantage must order through third-party leave in August, adding that it will instead focus on

other European markets and its expansion efforts in apps. The former will use the loyalty system to connect the Asia-Pacific. This is the first time Deliveroo has consumers with local restaurants and brands, offer- left a market. ing free products from chains like Taco Bell and Red Lobster. Participating restaurants can also utilize Perks A company statement revealed that it has not com- to promote themselves on Grubhub’s marketplace, pletely ruled out a potential reentry into Germany, but providing free items or other rewards to repeat din- it is facing growing competition from apps like Just ers, according to a statement from Grubhub CEO and Eat and Takeaway. The move surprised some in the in- founder Matt Maloney. The company’s loyalty offering dustry, however: Deliveroo closed a $556 million USD comes as competition among online delivery providers funding round from eCommerce company Amazon pri- increases, with Just Eat, DoorDash and others adding or to the announcement. new partnerships and features to their apps. GRUBHUB CREATES PERKS LOYALTY SYSTEM TO PROMOTE APP USAGE BOSTON MARKET OPENS NEW LOYALTY PROGRAM ON ITS New markets offer access to new customers, but MOBILE APP restaurants and third-party delivery apps must work to Mobile loyalty and rewards offerings are becoming retain them. Grubhub recently announced a new loyal- increasingly popular ways to help restaurants re- ty system, Perks, which will provide redeemable loyalty tain customers. Fast-casual chain Boston Market has points to those who use the Grubhub and Seamless

officially debuted its new Rotisserie Rewards mobile among them. The chain has created a prototype restau- loyalty program, enabling users to interact with the sys- rant in Southfield, Michigan, that removes the sit-down tem through its iOS and Android apps as well as online. experience and in-person servers, meaning visitors do Customers earn one loyalty point for every dollar spent not have to tip. The new model allows customers to on the app, and the points can be translated into re- place orders with staff at the counter as well as through wards that range from free side dishes to holiday meals enhanced online and mobile ordering. for up to 12 guests. Boston Market hopes that its loyalty The move allows Big Boy to focus on younger diners program will entice users to order through its branded and professionals who no longer have time for sit-down app rather than use third-party delivery services that of- meals, according to a company statement, with the fer competing food options. concept restaurant designed to meet modern consum-

P.F. CHANG’S LAUNCHES NEW ers’ needs as their eating habits evolve. The restaurant MOBILE APP, FORMS NEW REWARDS group has not yet shared specifics on how its online PARTNERSHIP and mobile ordering experiences will look or which fea- QSR chain P.F. Chang’s recently released a new mobile tures they will provide. app to help improve customers’ ordering experiences, RESTAURANTS CLAIM GOOGLE’S allowing them to place and pay for delivery and pick- ‘ORDER NOW’ FUNCTION IS EATING up orders. The solution also enables customers to INTO PROFITS enroll in the chain’s rewards program, redeem promo- Restaurants are protesting a function Google launched tions and rewards and save and reorder favorite items, in May that allows consumers to order directly from among other features. P.F. Chang’s also transitioned the search engine using an “order now” button. The for- its rewards program to the Paytronix platform, which mer are claiming the button is misleading customers will allow it to gain deeper data insights into customers’ by bypassing certain payment methods, which can sig- preferences and behaviors and find new opportunities nificantly drain revenue. In many cases, the button links to improve their experiences. to payment options provided through third-party apps such as DoorDash or Postmates, which can charge Payment news and commissions of up to 30 percent for deliveries. online ordering Restaurants are also arguing that the button is harm- trends ing their abilities to gain and retain customers, as users are likely to assume it is displaying all delivery options BIG BOY DEVELOPS FAST-CASUAL when it is not. They also argue that the button is creat- PROTOTYPE FOR MOBILE, ONLINE ORDERING ing confusion for customers who may encounter fees for online orders at restaurants that previously offered Restaurants nationwide are working to entice custom- free deliveries. ers to use their services, and Big Boy restaurant group is

Third-Party Delivery Apps Face Growth Challenges

Delivery rushes can overwhelm restaurants and QSRs, DELIVERY CHALLENGES AND but accepting food delivery orders online via third-party INNOVATIONS applications can provide critical relief. Such apps are Online ordering and deliveries no longer represent a becoming essential for restaurants as they serve cus- small segment of the restaurant experience, as 63 per- tomers who are now spending more on prepared food cent of all restaurant traffic now occurs off-premises. and deliveries than they are on groceries. This means a growing number of consumers’ first experiences with restaurants are enabled through mo- Home delivery is expected to grow about 6.5 percent bile apps. per year by 2023 as consumers become more familiar with online and mobile ordering. Delivery customers Third-party apps are responsible for a significant por- also expect their food to arrive as soon as possible, and tion of this. Spending on apps like Grubhub has many restaurants are partnering with third-party deliv- increased 200 percent per year in Atlanta alone, with ery applications such as DoorDash or Grubhub to offer millennial consumers leading the charge. Partnering the convenience customers seek. Despite these ser- with third-party apps thus comes with clear benefits for vices’ benefits, partnering with them does not eliminate restaurants, but these shifts also come with drawbacks. all of the problems restaurants face, and such collabo- Restaurants must consider costs when choosing rations can create challenges of their own. third-party delivery partners, as apps can charge fees Restaurants using third-party delivery apps must between 20 percent and 30 percent. Such costs can balance concerns such as delivery speed and custom- take sizable chunks out of restaurants’ profitable earn- er satisfaction with significant boosts in order volumes ings, especially those of smaller eateries that do not that such apps usually create. These restaurants must have the option of hiring their own delivery drivers due consider higher food and labor costs as well as an in- to budget constraints. creasing number of regulations. Growing competition Larger restaurants and chains are responding to this among third-party apps themselves can also affect challenge in different ways. Fast food brand Jimmy customer retention: DoorDash, Grubhub and Uber Eats Johns is rejecting third-party delivery entirely and is in- are all fighting for the same customer bases. These stead relying on its own drivers, while Panera Bread has consumers are increasingly inclined to relate the quali- come up with a hybrid approach. The latter’s custom- ty of their delivery or dining experiences to these apps, ers can order its food through third-party apps, but the too, making it crucial that restaurants partner with the chain’s own drivers items will deliver the items. right third-party platforms.

Restaurants of all sizes must deal with other challeng- services are likely to have a larger stake in the market es, too, including the sheer volume of orders enabled over the next few years. through third-party apps. This can overwhelm restaurants’ kitchens, forcing them to spend equal amounts THIRD-PARTY COMPETITION AND ITS EFFECT ON THE RESTAURANT WORLD of time and energy fulfilling orders for both in-house and home-delivery customers. Some owners describe The third-party delivery space is growing rapidly. Both the experience as running two separate businesses Grubhub and Uber Eats reported earnings of more than simultaneously. $5 billion in 2018, with the latter looking to grow its food delivery revenue to $10 billion this year. Such growth These partnerships can also cause restaurants to see means new challenges for the restaurants that are part- reductions in brand awareness, as customers are in- nering with these services, however. teracting only with third-party branding. This can be detrimental to new restaurants attempting to grow their These restaurants must consider which apps will see consumer bases and cause problems if third-party ser- continued success and which the competition will out- vices offer subpar experiences. pace. The prevalence of third-party apps is pushing more chains and QSRs to consider ghost restaurants, Customers expect to receive their food as quickly as which do not have dine-in locations and instead sole- possible, but third-party apps can take as long as 45 ly offer deliveries. minutes to deliver a single order. These extended time periods can result in food deliveries that are either too Virtual restaurants are slowly but steadily grow- cold or too warm, which may contribute to less-than-ide- ing, speaking to the ease with which customers order al customer experiences. Customers are nevertheless through mobile delivery apps. Third-parties will contin- more likely to order through third-party apps when it ue to play a large role in the space in the future, but comes time to deliver, however, meaning that these restaurants may need to think about how they approach these partnerships to stay competitive.

20 | © 2019 PYMNTS.com All Rights Reserved PYMNTS.com is where the best minds and the best content meet on the web to learn about “What’s Next” in payments and commerce. Our interactive platform is reinventing the way companies in payments share relevant information about the initiatives that make news and shape the future of this dynamic sector. Our data and analytics team includes econ- omists, data scientists and industry analysts who work with companies to measure and quantify the innovations at the cutting edge of this new world.

Paytronix provides software-as-a-service (SaaS) customer experience management (CXM) services for restaurants. Its portfolio includes loyalty, gift and email solutions for fast-casual, fast food and QSR restaurants. Once imple- mented, these can be used to help establishments elevate their brand profiles. Its offerings can also be used to gener- ate data insights to help restaurants pinpoint opportunities to improve their operations and customer engagements. The company’s platform can integrate with many wide- ly used restaurant POS systems. For more information, visit https://www.paytronix.com.

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