Ordoo is proving that mobile ordering is enhancing the operational efficiency of its partner venues allowing them to process more orders in their critical periods and deliver on a great customer experience.
An Ordoo Case Study: The Whole Bagel
Within the bar, coffee and quick-service restaurant (QSR) industries efficient operations are key to fewer mistakes, cost savings, higher customer turnover and all round happier customers.
This article explores how mobile ordering is helping to streamline operations for those who have adopted it, using The Whole Bagel in Bath as an example case study. Orders come in automatically and are scheduled for a specified pick-up time meaning the venue can be sure to stay ahead of the lunchtime rush and better allocate ingredient supply.
The Whole Bagel is a classic example of a QSR, with a limited product offering, using a standardized process with a high degree of repeatability. A comparison between the ordering processes for mobile and non-mobile can be seen below. A clearly reduced strain on staff operations can be seen, with no need for the staff to take the customer’s order or payment, so average staff time spent on each order is significantly reduced.
The non-mobile ordering process can be summarised as:
The mobile ordering process can be summarised as:
Customer gains from mobile ordering:
At peak times (weekdays 12-2pm) a regular order at The Whole Bagel involves on average a 3 mins 35 secs queue, an ordering time of 37 secs, time to pay of 35 secs and wait for food of 5 mins 13 secs. This is a total throughput time of 9 minutes 20 seconds. A long time if you only have a 30 minute lunch break!
Compare this to mobile orders: no queue, order time of 46 seconds (could be as little as 10 seconds if using in-app re-order function), no time to pay as card details are saved in the app, and 5-minute wait for food. A total of 5 minutes 56 throughput, but the 5-minute wait is not idle time as the customer is in a virtual queue, which can be spent being productive elsewhere – in the office, on the phone, in transit etc.
Offering a variety of ordering channels is fast becoming an industry standard, as customers are coming to expect fast, convenient and dependable experiences. Research from Barclays reveals a quick and easy service is the highest priority when dining out, and 59% of people are losing patience over the time it takes to order when eating out. Therefore, a venues operations have to be as good as they can get. Mobile ordering can guarantee high customer satisfaction with an efficient, queue-less experience.
Venue gains from mobile ordering:
As highlighted in the above process flow diagrams the staff spend less time on each mobile order. This time can be spent either serving other customers in the physical queue or building a relationship with the Ordoo customer when they arrive to collect their order.
Although physical queues do mean you’re doing a great job serving up delicious food or drink, they also mean you haven’t perfected your ordering p. Whereas Ordoo customers decide their order, place it and pay for it all outside of the physical store. Furthermore, once a customer has ordered and paid they often wait around in-store unnecessarily taking up space and causing operational chaos.
Research from Columbia Business School shows that increasing a queue by 5 people can lead to a 10% drop in sales revenue, as potential customers see the long queue and walk by. By transitioning current customers to mobile ordering you provide them with a VIP experience whilst maintaining high levels of walk-in customers.
Digital orders not only help streamline operations and guarantee high customer satisfaction they also reduce errors and waste as the order appears clearly on a screen with a small likelihood of being misinterpreted.
The seamless mobile ordering process greatly enhances customers’ experience at The Whole Bagel. The more customers ordering on Ordoo will streamline the venue’s processes and reduces customer waiting time.
Implementing a mobile ordering system does not guarantee efficiency gains. Starbucks faced issues when too much demand on their mobile ordering platform caused in-store bottlenecks, however Ordoo’s order tracking and notification system makes sure the customer arrives in store exactly when the order is ready to consume.
Implementing mobile ordering may seem like a daunting challenge, but once the tablet is set up and orders are coming in, the Ordoo team can advise on best operational practice. There is no need to differentiate orders based on their source of origin, whether in-store, online or mobile, the order has to be made and served regardless of ordering channel.
Contribution notes: Whole Bagel process analysis and data collection done by MBA University of Bath student Lisa Solovieva.
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