As advanced in a previous article, Domino’s has introduced a
solution called Pie Pass to enhance its pickup
service. In a similar vein, Little Caesars has a Pizza Portal that allows
customers to just grab their order at a heated self-service station. The implementation
of these technologies, which considerably speed up the process, is a
demonstration of the fact that the restaurant industry is focussing a lot on
pickup.
The service is becoming so important that even delivery
companies have started dedicating resources towards it. For instance, in
January, Grubhub revealed its own propriety platform that is reserved for ‘pickup
orders’. It is titled ‘Ultimate’ and
it displays the customer’s name in the store. It also updates the client on the
status of his/her order. However, Domino’s developed its own system rather than
partnering with a third-party provider. This is not surprising since the firm
has repeatedly announced that it is not going to collaborate with other
companies. The restaurant’s CEO advanced that there is no need for Domino’s
to be on a third-party platform. He said “It’s not clear why I would want to
give up our franchisees’ margin, or data in our business, and give it to
someone who would ultimately use it against our business”.
As such, its Pie Pass is much more advantageous because it
would mean that customers wishing to receive their order more quickly will use
the mobile app. This will increase brand
loyalty for the chain.
Several restaurants are focussing on pickup services
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