“While upgrading our Web site, we also installed Patron Pass online ordering software. We’re seeing increased online order frequency partially due to the fact that customers can access previous orders and click on them to reorder. They also love the feature that allows them to attach a name to an order – great for group orders as each bag is delivered with the recipient’s name on it. The initial cost was recovered in eight months, and our online orders have higher check averages due to the upselling prompt, which cover the monthly fee. We promote online ordering every way we can – menus, checks, magnets, etc.”
– Michael Chirchirillo, director of operations, Mesa Fresh Mexican Grill

“As part of our hospitality philosophy, our Shake Shack Webcam was installed to help guests, particularly regulars, determine when to join the line – which is long during most of the day. The camera feeds a real-time view of the line to our Web site 24/7. Customers depend on it, and it’s a fun way to drive people to our site where we’ve also added a weather component called ‘shack-mosphere,’ providing real time weather. The camera sits on top of the Shack and is part of the security system, and while the line is visible, no faces can be discerned, so there are no privacy issues.”
– Randy Garutti, managing partner, Shake Shack, Union Square Hospitality Group

“To make group ordering faster, more fun, social, and viral, we created an iPhone app called ‘Dunkin’ Run’ and an interactive Web site (dunkinrun.com). Customers create a list of friends/colleagues to be alerted via text message when they are going on a ‘run.’ Orders are placed individually and then compiled in a list that can be printed out or read off the mobile device or iPhone screen at the store. Customers can also add a link on their Facebook pages. ‘Dunkin’ Run’ makes it easier and more accurate for both the person doing the ‘run’ and our staff.”
– Cynthia Ashworth, vp, consumer engagement, Dunkin’ Donuts