Part 1 of 2
By Liz Barrett
The soaring popularity of smartphones
offers new moneymaking potential for
pizzerias with online ordering capabilities.
The era of online ordering has arrived,
and the topic is so big we couldn’t fit it
all into one article. Read on to find out
what’s shiny and new, and check next
month’s issue for how to effectively
market your online ordering.
Take a moment and think back to the days when you handwrote orders that came in over the
phone. Where did all of that chicken
scratch end up? In a big folder? A bigger
cabinet? Was any of it used to market to
It wasn’t until POS systems came
around that pizzeria operators had the
opportunity to start building robust customer lists and monitoring guests’ ordering habits. Each time a new order came
in, you would key in all of the customer’s
data and save it for future use.
Then, with the advent of online ordering, your customers started doing all of
the work for you and, according to statistics, increasing the sizes of their orders to
boot. Talk about a win-win situation!
With consumers becoming more self-sufficient every day (think self-checkout
at the grocery store and online banking/
bill paying), online ordering was a natural
progression for food ordering—with pizzerias leading the way. And, as those in
the younger generation continue to prove
that they’re more comfortable talking
with their fingers instead of their mouths,
online and mobile ordering capabilities
have been growing at a steady clip.
We’ve all watched the evolution of online
ordering as it has grown from something
very simple to a technology offering a lot
of bells and whistles. Gary Ziegler, founder and CEO of Sunnyvale, California-based e Thor, has been working with online
ordering technology for eight years and
remembers when you could receive orders only via fax. “We were one of the first
to go to POS integration,” recalls Ziegler.