QUICK GUIDE SERVE. SATISFY. SELL.

Transcription

1 QUICK GUIDE SERVE. SATISFY. SELL. The Evolving Role of Drive Thru Order Confirmation $ $

2 INTRODUCTION The king of convenience and sales, the quick service drive thru accounts for a significant 70 percent of QSR profits. 1 While the in-restaurant guest experience has benefitted from technology breakthroughs like transformative digital menu boards, the fact remains that seven in every ten guests interface with their favorite QSRs without ever leaving their cars. Table of Contents 2 Introduction For the QSR franchise, the drive thru experience is often synonymous with the guest experience. In an age of heightened consumer expectations, QSRs must be adaptive enough to transform their drive thru from a means of convenience to a powerful pillar of engagement. As with so many of the QSR s other objectives, technology has the power to make this transformation happen. In this guide, we ll take a closer look at the evolving role of Order Confirmation Technology in powering greater speed, satisfaction and sales in the QSR drive thru. From its ability to eliminate order errors, to its capacity to contextually sell to each and every guest, the drive thru OCU is a powerful tool in the QSR s arsenal that can shrink the gap between the drive thru and in-store experience. If you re looking to capitalize on your drive thru s true business-building potential, you re in the right place Evolving Drive Thru Demands What is An Order Confirmation System? Serve. Satisfy. Sell. SICOM Order Confirmation Units Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 2

3 EVOLVING DRIVE THRU DEMANDS NAVIGATING THE ROAD FROM CONVENIENCE TO CUSTOMIZATION Evolving guest demands continue to drive restaurant transformation, and the drive thru is no exception. As guests have come to expect more and more from their brand experiences, QSRs have been challenged to think of new ways to raise the bar. Let s take a look at three of the modern consumer s expectations, and how they continue to shape drive thru transformation. SPEED GET IT NOW. First up is speed, the quintessential mark of a successful drive thru. QSR consumers that opt for the drive thru have always done so for its increased speed and convenience. But today s modern QSR consumer gives speed new meaning. Today s consumers live in an immediacy era, with on-demand access to the content, products and experiences they desire. When it comes to the QSR drive thru, fast can always be faster. 9 out of 10 QSR and fast casual consumers rate speed as an important factor. 2 Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 3

4 ACCURACY GET IT RIGHT. Next up is accuracy, the most widely cited QSR consumer demand. There s nothing worse than driving away with items you didn t order, or finding out an item you re craving didn t make it into the bag. Today s consumers require that QSRs resolve the tension between speed and accuracy by delivering orders quickly and accurately, with no tradeoffs. With more complicated menus and customized requests than ever, order accuracy can be a tall order to fill. Research tells us that QSRs have room for improvement with one out of every ten orders inaccurate. 3 96% of consumers value order accuracy above all else. 2 CUSTOMIZATION GET IT MY WAY. Last, but not least, is the consumer demand for customization. Historically, the QSR sector has been known for convenience over customized service, but today s consumers expect both. For QSRs, that means leveraging consumer-specific data to deliver one-size-fits-one experiences, and bringing the engaging in-store experience outdoors. 90% of consumers said personable service is an important factor in choosing a fast food restaurant. 2 It is important to note that many consumer demands compete with one another. For example, customized service would be easier to deliver if speed were not a factor. And customization makes it more difficult to ensure every order is accurate, every time. While challenging, achieving speed, accuracy and customization is possible. Let s take a closer look at Drive Thru Order Confirmation Systems, which rest at the intersection of these goals. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 4

5 WHAT IS AN ORDER CONFIRMATION SYSTEM? TRANSFORMING RESTAURANTS, ONE DRIVE THRU AT A TIME The heart of guest interaction in the drive thru, Order Confirmation Systems are designed to hear, respond to and engage with guests throughout the ordering process. While first developed to merely capture and summarize guest orders, the OCU has become an advanced data-driven system with the power to dramatically elevate service, satisfaction and sales. Generally speaking, an OCU is comprised of the following elements: The Microphone & Speaker The Digital Display The Real-Time Data Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 5

6 The Microphone & Speaker Two sides of the same coin, the microphone and speaker are responsible for enabling in-store crew to communicate with guests in the drive thru. Sound quality must be high on both ends to ensure that guests and crew can effectively understand one another. The Digital Display Next is the digital display, which not only summarizes each guest s order, but also provides visual space to promote LTOs and popular items based on day-part. On older OCU models, the screen was quite small. Conversely, today s OCUs offer dramatically greater visual real estate. The Real-Time Data Third, and most importantly, is the data. At a minimum, the OCU pulls order data from the QSR point of sale. However, data can also be transmitted from other restaurant systems to maximize efficiencies. Without data, an OCU is nothing more than a speaker and a screen. With data, an OCU is a powerful tool that is optimized to reduce inaccurate orders and present relevant promotional content. Now that we ve captured what an OCU is, let s take a closer look at what an OCU must deliver in order to best serve the modern QSR. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 6

7 SERVE. SATISFY. SELL. SHAPING YOUR SEARCH FOR A BEST-OF-BREED ORDER CONFIRMATION UNIT An advanced order confirmation system has the potential to transform the drive thru experience. However, not every order confirmation system is optimized to make this transformation a reality. When looking for your OCU solution, keep this motto in mind: Serve. Satisfy. Sell. A best-of-breed OCU must: Serve Guests Better by Improving Accuracy and Speed Satisfy and Engage Guests with High- Definition Graphics Sell More and Sell Smarter with Real-Time Suggestive Selling Let s take a closer look into these three defining characteristics. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 7

8 Serve Guests Better by Improving Accuracy and Speed A best-of-breed order confirmation system dynamically improves customer service in two primary ways. First, the order confirmation system has the power to dramatically reduce the number of inaccurate orders processed in a QSR s drive thru. As its name suggests, the OCU does so by enabling guests to view, confirm and correct orders before they drive away with the wrong items in their bag. Drive thrus without order summary functionality rely on the consumer s ability to clearly convey items ordered and the crew member s ability to accurately hear and enter those items in the point of sale. As a result, inaccurate orders are too often realized only after a guest has paid the wrong total, and driven away with the wrong food. While order confirmation functionality might seem like a baseline for the OCU, it is important to note that not all order summaries are created equal. In order to effectively resolve issues when they occur, an order summary must be large enough and clear enough for consumers of all ages to review important order information, like item, quantity and customization, for orders of all sizes. In order to deliver a complete order summary and stop inaccuracy before it can negatively impact customer loyalty, an OCU must offer a complex, flexible integration with the QSR s point of sale. Next, order confirmation systems also play an integral role in improving speed of service. By presenting a clear order summary, OCUs eliminate the need for crew to read back orders to guests a process that is time consuming and often ineffective due to poor sound quality. OCUs further enhance speed of service by enabling guests to view their order totals. As a result, guests can prepare payment before hitting the pick-up window, driving better service and greater traffic throughput. Look for a system that: Provides an intuitive order summary, including: Provides a clear order total. - Item - Quantity - Customization - Cost Provides a flexible and complete integration with leading point of sale systems on the market. 8

9 Satisfy and Engage Guests with High-Definition Graphics The order confirmation is more than a process-oriented tool, used to improve drive thru speed and accuracy. Rather, it is an integral pillar of the drive thru guest experience, essential to driving engagement and satisfaction. The proliferation of digital menu board technology and declining price point for digital screens have together introduced new possibilities to the outdoor drive thru experience. Similarly, these advancements have dramatically enhanced the profile of the order confirmation unit, which historically offered very little real estate and a monument-like appearance. A fresh contrast to the order confirmation units of the past, today s OCUs make use of digital menu board technology to present menu items in living color. With high-definition graphics and video-based elements, digital OCUs awaken guests appetites and effectively bring the immersive in-store experience to the drive thru. Most importantly, best-of-breed OCUs can perform as an integrated element of your outdoor digital menu board landscape, supplementing menu board promotions with timely LTOs and seasonal features. Finally, it is essential that the vibrant OCU be easy to update and maintain via portal, and equipped with redundancy capabilities to ensure a QSR is never left in the dark. Look for a system that: Delivers high-definition, video-based graphics. Integrates with your Digital Menu Boards. Offers significant real estate to feature digital promotions. Is equipped with redundancy capabilities to prevent outages. Allows creative to be easily updated via Web-based portal. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 9

10 Sell More and Sell Smarter with Real-Time Suggestive Selling Beyond their positive impact on guest service and satisfaction, OCUs also have the remarkable ability to bring about a direct and measurable increase in revenue. While static menu board promotions were historically one-size-fits-all, digital menu boards and order confirmation systems offer the powerful ability to contextually sell to each and every drive thru guest. In addition to satisfying the consumer s appetite for customization and personalization, this best-of-breed capability drives sales through more effective cross-selling and upselling. The Business Case for Suggestive Selling As a guest orders, your OCU should transform into an active salesperson, presenting the most relevant items and LTOs to complement his or her order. From promoting a side of hot fries to go with an artisan hamburger, to a cold soft drink on a hot summer day, suggestive selling makes each guest feel uniquely served while ensuring that you don t leave revenue on the table. In addition to serving up promotions to complement items that have been ordered, an OCU should also be able to take cues from your back of house, removing promotions to address unexpected stock-outs, and inserting new ones to address excess inventory. 60 percent of consumers want real-time promotions and offers percent of consumers are open to complementary item suggestions. 4 Look for a system that: Senses a car s presence and changes promotions accordingly. Presents visual promotions and order confirmation summary at the same time. Adjusts promotions in real-time to complement each guest s order. 70 percent of purchases are based on how a consumer feels at a given moment. 5 Tailors promotions to address excess inventory and stock-outs. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 10

11 SICOM ORDER CONFIRMATION UNITS ACCURACY, WITH A SIDE OF PROFITABILITY AND ENGAGEMENT. SICOM s Drive Thru Order Confirmation System engages consumers at the moment of purchase to effectively increase average ticket sales, improve order accuracy and drive greater guest satisfaction. Today, more than 2,000 SICOM OCUs are delivering measurable value to QSRs around the world. What Sets SICOM Order Confirmation Units Apart? Purpose-Built for QSRs SICOM OCUs are built upon a foundation of more than 30 years of experience singularly focused on serving quick service and fast casual restaurants. Franchise-Wide Integration SICOM OCUs seamlessly integrate with your existing point of sale, kitchen management and speed of service solutions to maximize efficiencies throughout your franchise. Proven Value Today, more than 2,000 SICOM OCUs are delivering measurable value to quick service restaurants around the world. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 11

12 Drive Performance with SICOM Order Confirmation Units. Ensure Accuracy Maximize Relevance SICOM OCUs provide guests a real-time visual listing of their order and total before pick-up to ensure all items are accurate, prevent drive thru hold ups and dramatically enhance guest satisfaction. In addition to enhancing accuracy, SICOM OCUs deliver visual, video-based promotions to guests as they begin the order process. These promotions are tailored to each guest s order to maximize relevance and drive sales. Streamline Processes Increase Revenue SICOM OCUs enhance the speed and efficiency of drive thru processes by eliminating the need for crew to read orders back to guests before processing, and providing a convenient payment summary for guests to quickly prepare tender. Ultimately, SICOM OCUs increase revenue by maximizing cross-selling and upselling opportunities, and empowering franchisees to proactively adjust promotions based on stock-outs or excess inventory. Serve. Satisfy. Sell. The Evolving Role of Drive Thru Order Confirmation 12

13 Responsive Support to Power Your Order Confirmation Units SICOMSERV support helps franchise owners drive their businesses forward. Streamlined deployment, led by experts in the unique requirements of QSRs like yours. Secure, SSL web portal. PCI / PA-SCC compliant. Flexible training via SICOM s V-Learning. Help desk support center with 130 technicians located in Pennsylvania and Hungary. 24x7x365 support with live phone response in less than 50 seconds, on average. Remote diagnostics and troubleshooting. Depot level repair, with replacement hardware available. References 1. percentage-sales-drive-through-windowsfast-food-restaurants html fast-food-drive-thrus-just-gotsloweragain.html 4. t t w /us-en/_ acnmedia/pdf-41/accenture-retail- Personalization-Survey-Infographic- March-2015.pdf#zoom= com/inbound-marketing-agents-blog/ bid/360726/upsell-cross-sell-crm-how- They-Work-Together Drive Thru, Drive Forward With SICOM Order Confirmation Units CONTACT SICOM TODAY sales@sicom.com Phone: Visit sicom.com/ocus to learn more.