Pizza Today - January 2017 - 50

Periklis Anastasakis of Famous Pizza
in Bethel, Connecticut, adds: "Our
POS has it integrated, and it becomes a
bigger percentage of our business each
day. So it is definitely worth it on that
alone - plus the decrease in labor and
mistakes makes it a no-brainer."
Other benefits to note are an increased ordering frequency by offering
another way to order and preventing
telephone hold times. If the online
ordering platform is not integrated into
the point of sale, you run the risk of not
seeing the order come in via email or
fax. There will also be a delay in the order preparation, because now the order
must be entered manually into the POS
by an employee. You also run the risk
of mistakes in order entry or prices not
matching.
If you have not embraced this technology yet, consider these points when
selecting an online ordering provider:

cally changing. If you want to benefit,
you need to differentiate yourself from
thousands of unarmed and technologically un-savvy independent pizzerias.
You can't afford not to offer online
ordering. With advancements in technology and the various venues offered
today, online ordering is cost effective.
Set up fees average $700, and most
ordering platforms then have a monthly
service fee ranging from $35 to $100.
You spend money to make money. Scott
Chapman, owner of two Great Scott's
Pizza locations in Mount Horeb, Wisconsin, notes this: "Average online order
is about 10 percent higher than on the
phone. Less coupons used, less mistakes
in order input." Industry wide we see
average orders up 15 percent.
Most POS systems offer an integrated online ordering platform, and for an
additional charge, mobile applications.
Mobile apps are a little more expensive
to set up, but ask yourself when was
the last time you saw a person without
a smart phone? Nearly two-thirds of
Americans are smartphone owners, up
5 0 / P I Z Z AT O D AY. C O M / J A N UA R Y 2 0 1 7

35 percent over 2011. And for many
these devices are a key entry point
to the online world for research, job
searches, entertainment and purchasing.
Seven percent of Americans are considered "Smartphone-dependent", with
younger adults, a target demographic of
our industry, falling into that category.
Having your online ordering
platform integrated with your POS
system adds additional benefits to
a business. Once the order is placed

online it will immediately import
into the point of sale database, print a
kitchen ticket or display the order on a
screen. It is as if the order was entered
by an in-store employee. This solution increases efficiencies and reduces
labor costs. Steve Hitchcock, owner
of Soda Creek Pizza in Steamboat
Springs, Colorado, adamantly says that
he "would not consider going any other
way. Integration allows you to capture
thousands of e-mail addresses,
which you can communicate with
directly for free going forward."

* POS integration, mobile applications
* Charge per order
* Higher credit card processing rates
* Email list ownership
* PCI compliance
* Multilingual options
* Online sales data
* Facebook integration
* Easy menu editing
I came across an interview I did
several years ago and this quote
really stuck out to me because it is still
spot-on today: "I already had my POS
in place. So once I learned that online
ordering would be integrated with my
POS, it was a no brainer. No faxes, no
re-entering orders, no middle man.
Online ordering sets my store apart
from the competition. In my small
town, only the Big Three offer technology this advanced. So for a small town
operator to be on that playing field is a
huge distinction." n
SCOTT ANTHONY owns Punxsy Pizza
in Punxsutawny, Pennsylvania. He is a
marketing consultant and yearly speaker at
International Pizza Expo.


http://www.PIZZATODAY.COM

Pizza Today - January 2017

Table of Contents for the Digital Edition of Pizza Today - January 2017

Pizza Today - January 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Dough Doctor
Third-party Delivery
Mascarpone
Puttanesca
Data Security
Online Ordering
The Road to Expo
Pizza Today on the Road: Persona Wood Fired Pizzeria
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - January 2017 - CT1
Pizza Today - January 2017 - CT2
Pizza Today - January 2017 - Pizza Today - January 2017
Pizza Today - January 2017 - Cover2
Pizza Today - January 2017 - Commentary
Pizza Today - January 2017 - 4
Pizza Today - January 2017 - 5
Pizza Today - January 2017 - Contents
Pizza Today - January 2017 - 7
Pizza Today - January 2017 - 8
Pizza Today - January 2017 - 9
Pizza Today - January 2017 - Contributors
Pizza Today - January 2017 - 11
Pizza Today - January 2017 - Expo Spotlight
Pizza Today - January 2017 - 13
Pizza Today - January 2017 - Interact
Pizza Today - January 2017 - 15
Pizza Today - January 2017 - Conversation
Pizza Today - January 2017 - 17
Pizza Today - January 2017 - Man on the Street
Pizza Today - January 2017 - 19
Pizza Today - January 2017 - Respecting the Craft
Pizza Today - January 2017 - 21
Pizza Today - January 2017 - On Tap
Pizza Today - January 2017 - 23
Pizza Today - January 2017 - Destinations
Pizza Today - January 2017 - 25
Pizza Today - January 2017 - Dough Doctor
Pizza Today - January 2017 - 27
Pizza Today - January 2017 - 28
Pizza Today - January 2017 - 29
Pizza Today - January 2017 - Third-party Delivery
Pizza Today - January 2017 - 31
Pizza Today - January 2017 - 32
Pizza Today - January 2017 - 33
Pizza Today - January 2017 - Mascarpone
Pizza Today - January 2017 - 35
Pizza Today - January 2017 - 36
Pizza Today - January 2017 - 37
Pizza Today - January 2017 - Puttanesca
Pizza Today - January 2017 - 39
Pizza Today - January 2017 - 40
Pizza Today - January 2017 - 41
Pizza Today - January 2017 - 42
Pizza Today - January 2017 - 43
Pizza Today - January 2017 - Data Security
Pizza Today - January 2017 - 45
Pizza Today - January 2017 - 46
Pizza Today - January 2017 - 47
Pizza Today - January 2017 - Online Ordering
Pizza Today - January 2017 - 49
Pizza Today - January 2017 - 50
Pizza Today - January 2017 - 51
Pizza Today - January 2017 - The Road to Expo
Pizza Today - January 2017 - 53
Pizza Today - January 2017 - Pizza Today on the Road: Persona Wood Fired Pizzeria
Pizza Today - January 2017 - 55
Pizza Today - January 2017 - 56
Pizza Today - January 2017 - 57
Pizza Today - January 2017 - 58
Pizza Today - January 2017 - 59
Pizza Today - January 2017 - 60
Pizza Today - January 2017 - Product Showcase
Pizza Today - January 2017 - 62
Pizza Today - January 2017 - 63
Pizza Today - January 2017 - Pizza Today Yellow Pages
Pizza Today - January 2017 - 65
Pizza Today - January 2017 - 66
Pizza Today - January 2017 - 67
Pizza Today - January 2017 - 68
Pizza Today - January 2017 - 69
Pizza Today - January 2017 - 70
Pizza Today - January 2017 - 71
Pizza Today - January 2017 - The Marketplace
Pizza Today - January 2017 - 73
Pizza Today - January 2017 - 74
Pizza Today - January 2017 - 75
Pizza Today - January 2017 - 76
Pizza Today - January 2017 - 77
Pizza Today - January 2017 - 78
Pizza Today - January 2017 - 79
Pizza Today - January 2017 - 80
Pizza Today - January 2017 - Reader’s Resource
Pizza Today - January 2017 - Trending Recipe
Pizza Today - January 2017 - Cover3
Pizza Today - January 2017 - Cover4
Pizza Today - January 2017 - PE1
Pizza Today - January 2017 - PE2
Pizza Today - January 2017 - PE3
Pizza Today - January 2017 - PE4
Pizza Today - January 2017 - PE5
Pizza Today - January 2017 - PE6
Pizza Today - January 2017 - PE7
Pizza Today - January 2017 - PE8
Pizza Today - January 2017 - PE9
Pizza Today - January 2017 - PE10
Pizza Today - January 2017 - PE11
Pizza Today - January 2017 - PE12
Pizza Today - January 2017 - PE13
Pizza Today - January 2017 - PE14
Pizza Today - January 2017 - PE15
Pizza Today - January 2017 - PE16
Pizza Today - January 2017 - PE17
Pizza Today - January 2017 - PE18
Pizza Today - January 2017 - PE19
Pizza Today - January 2017 - PE20
Pizza Today - January 2017 - PE21
Pizza Today - January 2017 - PE22
Pizza Today - January 2017 - PE23
Pizza Today - January 2017 - PE24
Pizza Today - January 2017 - PE25
Pizza Today - January 2017 - PE26
Pizza Today - January 2017 - PE27
Pizza Today - January 2017 - PE28
Pizza Today - January 2017 - PE29
Pizza Today - January 2017 - PE30
Pizza Today - January 2017 - PE31
Pizza Today - January 2017 - PE32
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