Food retailers that offer products /
meals on-line that allow for customization and personalization create a
platform of convenient meal participation,
differentiation, and individualization. All of which are hallmarks of the Ready-2-Eat
and Heat-N-Eat fresh prepared grocerant niche and the platform for family meal
cohesion.
.
Four
years ago when Ryan McDevitt published a study at The University of Rochester
titled The
Internet Lowers Inhibitions: Implications for the Long Tail, which
found consumers are simply embarrassed to order what they really want in person
at a restaurant but online those inhibitions dissipate. Clearly McDevitt
foresaw the day the grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared
meals order On-Line would become the next big thing when it comes to finding an
answer to the age old question, What’s for Dinner.
Today
most non-traditional fresh food meal retailers the ilk of grocery stores,
convenience stores, dollar stores, and retail drug stores are looking at mobile
payments, on-line ordering as an integral part of retail foodservice brand building
and a platform for consumer interaction and participation.
McDevitt’s
team of researchers “analyzed 160,168 orders made by 56,283 unique customers
from a regional, franchised pizza chain. The study reviewed orders for a two
year period, evaluating the impact of adding a web ordering option (accounting
for 6.7% of their total orders). The average order price is $14.70. The online
ordering system was very basic with little extra feature such as suggestive
selling or online specials.
McDevitt’s team found that “the average item in an online order is 15.0% more complex and has 6.1% more calories, in addition to being 23.3% more obscure. In fact, the share of sales generated by the bottom eighty percent of items increased by 8.1% for Web orders - so be prepared for more sales of your unusual toppings or less popular appetizers.” Things have not changed much since.
McDevitt’s team found that “the average item in an online order is 15.0% more complex and has 6.1% more calories, in addition to being 23.3% more obscure. In fact, the share of sales generated by the bottom eighty percent of items increased by 8.1% for Web orders - so be prepared for more sales of your unusual toppings or less popular appetizers.” Things have not changed much since.
How are you inviting your customers to dinner? Are your customers comfortable? Have you removed the barriers to entry? Ready-2-Eat
and Heat-N-Eat Take-Out, Take-Away food continues to grow in popularity don’t
discount the importance of reaching out to your customer in the comfort of
their own home as it may pay a 15% dividend.
For
international corporate presentations, educational forums, or keynotes contact:
Steve@FoodserviceSolutions.us the 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. Visit: www.FoodserviceSolutions.us for more
information.
It's close to impossible to grow your business without online presence. takeaway ordering website
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