Burger King Franchisee Increases Sales with Online Solution
30 July 2004 14:05
A Burger King Franchisee, established in downtown Manhattan for over 15 years, has found a new strategy to increase its sales with innovative web ordering technology. The Maitre’D MealZone solution, powered by iROS Technology from Transboundaries Corporation, allows this Burger King to improve customer service by providing an online ordering service.
Mr. John M. Young, Managing Director and Owner of the Burger King Franchise, explains: “Our store is located in a high profile business district, therefore a large portion of our clientele comes from surrounding office buildings and has little time for lunch. Our web ordering service speeds up service as clients no longer have to wait in line for their meal. MealZone allows us to prepare the meals in advance and serve our clients better. Right now our website offers the possibility to pick-up meals, but we will be offering delivery service in the near future, which will surely be a hit, because many customers are requesting this option.”
Positive Online Systems sold and installed the Maitre’D system and web ordering application to the Burger King franchisee, and is working closely with the client to help them promote it and track its rising popularity. Joe DeStefano, President at Positive Online Systems, states: “We are extremely pleased with the results the MealZone solution is producing for the Burger King franchisee. So far the bkbeaver.com site has had more than 115,000 hits over the past 4-5 months. So, word of mouth is certainly helping our client promote their new online ordering service. We have found that the website has not only created new customers, but also increased the frequency of their regular customers’ orders.”
Mr. Young adds: “Our check average for online orders is almost 100% more than the in-store average check total. We have also noticed that add-ons to orders have increased. This is surely because customers have more time to “shop” online with no pressure to get in and get out quickly. We are receiving a lot of positive feedback from our online customers proving that the online service is a positive experience for them:
“This is a great feature. I hope it continues. My job location might be moving a little further uptown, I would like to know if there are other locations that I can order online from.” Tyrone D.
Robert K. said of MealZone: “Thanks for the innovative way of picking up a great lunch while avoiding the usual long wait and lines. I was amazed at the quality of service and the warmth of the food. Guess I’ll be a regular customer now.”
The Maitre’D MealZone solution, powered by iROS Technology from Transboundaries Corporation, drives the online orders directly to the restaurant’s kitchen printer for expedient preparation and service. The application has many unique features, such as 2-way communication, so MealZone sends confirmation emails when orders are received, and once again when orders are ready. There are also integrated group ordering features that greatly facilitate group ordering and Frequent Diner functions that allow customers to accumulate and redeem points when they place orders online.