Pizza is top of mind when consumers think Ready-2-Eat or Heat-N-Eat fresh prepared food. Foodservice Solutions® helped cyberslice evolve into cybermeals and Food.com. Foodservice Solutions® GrocerantGuru facilitated the first national on-line ordering contract for cybermeals with Papa Johns Inc and many other chain accounts. At one time national chains leveraged marketing clout and location size to dominate on-line ordering. That may be changing.
Today syndicated mobile technology is available for local independent pizzerias to leverage to their advantage over national restaurant chains. Nothing is as personal, immediate or close to your customers as their cell phone. Consumers identify with Local, Mobile, and Digital. Increasingly consumers want Fresh Prepared Ready-2-Eat or Heat-N-Eat Hand Held Food. Pizza is top of mind.
NPD found that in 2012 the National Pizza chains had 55 percent share of the pizza delivery market, up from 51.9 percent in 2007. They accomplished that by aggressive cutting price and leveraging marketing messaging simultaneously expanding on-line ordering.
Mobile technology is about to change all of that; creating a platform of equilibrium where the device is hand held and the messaging is one on one. Local pizzerias with a mobile app can be the option of choice it the palm of the customers hand. All marketing is local. Mobile extends local to personal.
Papa John’s recently reported that they “generated more than 45 percent of U.S. sales through desktop and mobile orders in the third quarter alone. The opportunity for non-traditional regional chains and independent operators to add incremental sales is substantial.
For international corporate presentations, educational forums, or keynotes contact: Steve@FoodserviceSolutions.us Grocerant Guru at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. www.FoodserviceSolutions.us