Successful restaurant marketing
requires continually edifying relevant customer touchpoints according to Steven
Johnson, Grocerant
Guru® at Tacoma, WA based global grocerant consultancy Foodservice Solutions®.
When TGI Fridays elevated their digital
offering they knew they were doing all of the right things as 70% of Take-Out
orders were coming from new customers.
TGI Friday’s is but another restaurant brand that has created a
partnership with Amazon allowing consumers to place and complete orders via
Amazon Aleza and Amazon Pay. It might be
noted that TGI Fridays was the first chain restaurants to ofer the ability to
pay with Amazon while placing the order on Alexa.
Once again leading the pack with
voice-activated platforms TGI Fridays understand that the consumer is dynamic
not static and restaurant brands must move with the consumer. Using Alexa to
order and not having to pull out a credit card save time, is simple, and
provides a new avenue of distribution with very low cost of entry. Simply put it cost a lot less than building a
new store.
Amazon
Alexa’s software program has an upselling component, suggestive selling
component driving up customer satisfaction and the check average. Sherif Mityas, Chief Information Officer at
TGI Fridays stated “From the launch of our Friday’s mobile app, to our
order-ahead feature on the Amazon App and our social media chatbots powered by
Conversable, Fridays has committed to delivering a great guest experience both
inside and outside of the restaurant”.
Success does leave clues and listening
to consumers and edifying customer touchpoints is our clue of the day. Since Fridays introduced 30% ‘bigger’ ribs in
October, the menu item drove 45% increase in carryout sales in pilot
markets.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant
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