Prioritizing Mobile Capabilities: How to Improve the Customer Digital Journey

Prioritizing Mobile Capabilities: How to Improve the Customer Digital Journey

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The omni-channel journey of national restaurant chain


THE BRIEF

A national restaurant chain sought to modernize their digital presence by creating a mobile application for their vendors and customers to use. Online orders are growing in popularity – 57% of customers order their food from a website and online ordering improves marketing/CRM by over 30%. Saggezza worked with the chain originally as their application development team for a short-term project and was brought on again to assist their IT team with this new endeavor.


THE CHALLENGE

The restaurant sought to develop a customized catering application; however, Saggezza was able to clearly demonstrate that investing in features for catering would not be profitable. Saggezza provided statistical and analytical data informing the client that less than 24% of consumers actually have restaurant specific mobile app on their phones. This research also showed that 59% of consumers who do not have a restaurant specific app responded that they would unlikely download one in the future.

THE SOLUTION

Saggezza evaluated the chain’s existing assets and looked for opportunities to optimize their customer experience. The company website was a clear choice knowing that digital ordering is growing 300% faster than dine-in traffic. The main goal was to generate more business via online ordering.

Aside from visually appealing videos and easily identified promotions, menu items are now conveniently customizable, previous orders are now displayed to make checkout easy, and finishing touches like chopsticks or soy sauce are easily quantified by the guest before checking out online. The results of these website changes include about 30% increase in users, a 20% increase in new sessions and 60% increase in average time on page.

The website included a social media single sign-in feature, easy registration process, and automatic promotions. Personalized and customized offers and advertisements were incorporated for greater customer engagement and brand relevance

Personalized location and with a dropbox to view customer favorites. Simple and easy search tool to find other locations. Easy and quick navigation to Menu & Order, Reservation, and details page.


PARTNER TECHNOLOGIES

Microsoft Azure offers flexible and open cloud computing services. Azure is a data center used for creating, testing, launching and managing applications and supports multiple frameworks and languages.

Fishbowl is a marketing, data, and analytics provider that services restaurants. It enables restaurants to compile and analyze actionable data to make smart business decisions.


Saggezza is a proven technology and consulting partner that delivers personalized, high-value solutions to accelerate business growth.

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