Maureen Gahan, Ireland Market, Bord Bia – Irish Food Board
Foodservice operators--and in particular Quick Service Restaurants--are leading the way in delivering technology-led solutions to their customers.
Within the first two weeks of 2014, almost 40% of all orders for Pizza Hut pizzas were via a digital platform. According to their Chief Marketing Officer, “Technology is playing a bigger and bigger role in the lives of our consumers. We want to meet them where they are, and where they are right now is online and on mobile devices”.
Ford automobiles and Dominos Pizza have joined forces to create an ordering App for Ford’s Sync. Registered mobile customers of Domino’s will be able to execute a hands-free order while driving safely – in just a few simple voice-activated steps.
Geo-location mobile marketing provides operators with the ability to target their customers right where they are. Google has recently patented a way of linking online ads to free or discounted taxi rides and the advertising restaurant, shop or entertainment venue. The transport-linked ad service could encourage consumers to respond more often to location-based special offers and provides businesses with the ability to tailor their ads and special offers according to where people are, the time of day and their schedules.
According to Will Hawkley, Director of KPMG’s Leisure Advisory Group, “pub and restaurant operators must embrace new technologies in order to be profitable in 2014. The pace of change and the use of Smartphones and social media is set to accelerate even further”.
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