Mobile Commerce Daily’s article “QSRs falter on mobile loyalty without ordering integration” looks at the changes in in-store behavior and systems integration challenges that are making it difficult for Quick Service Restaurants (QSRs) to make rapid advancements in the mobile space, particularly with regards to loyalty programs and mobile ordering.
Pervasive’s Managing Director, Brian Stein was quoted in the article, explaining why pizza chains like Papa John’s and Domino’s have had success with mobile ordering, where other QSRs falter. Brian explains how the pizza chains’ prior investments in on-line ordering gives them a significant head start.
“Whether ordering through a centralized call center, Web site or mobile application, the primary challenge is disseminating those orders to the store, tracking order delivery and then reconciling the cash flow between the centralized parent organization and the individual stores,” Mr. Stein said.
“The good news is that once that is done for one channel, assuming it was done correctly, it can then be re-used across future channels,” he said. “The restaurants that didn’t build out Web-based ordering are now struggling to catch up.”
In addition to the IT integration effort, translating the ordering process to the mobile friendly user experience can also be a challenge for QSRs with complicated menus. For example, part of the challenge for Starbucks to deploy mobile ordering is due to the complexity of their product selection. Between the various coffee beans, preparations, toppings and sizes, there will be a lot for a user to navigate through in order to create an order. Fortunately, these orders can be saved to their loyalty account and easily recalled, so the challenge of creating their perfect beverage is only something users have to endure once.
Additionally, some customizations to Starbuck’s orders are verbally communicated between customer, cashier and barista, and never make it into the point of sale system. These nuances associated with each order are not easily translated to a digital interchange and either have to be entered as free text, or risk being lost during a mobile order.
