Action Systems Inc

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HTmagazine.com Posted On: 8/3/2010 The on-going goal of improving both profitability and customer return visits is constantly on the minds of restaurant owners and mangers. While numerous articles and opinions have focused on how to use loyalty programs, aggressive (and smartly applied) promotions, and advertising through social media, these are not the only strategies that operators need follow in the pursuit of their goals. Handheld wireless ordering, which has remained under the radar as a way to realize tremendous costs savings and increased profitability for some time, is rapidly coming to the forefront as more proprietors recognize the value of such devices. What's more, new, low-cost technologies like Apple's iPod touch and iPhone, are putting handhelds in an even brighter spotlight. For some operators, the benefits associated with the use of handhelds have been clear for years. Such is the case at Brian's Cheesesteaks, located in Rocky Mount, NC. Brian's had set out with the goals of improving overall operations and driving cost savings to their bottom line. After turning to Data Control Systems to install the Restaurant Manager POS system, and recognizing the immediate improvements it lent to operations, management decided that Restaurant Manager's Write-On Handheld wireless tableside ordering solution was an obvious next step. The benefits realized were immediate, and haven't stopped since. For instance, because the handhelds enable servers to send orders while still at the table, this has led to five dramatic operational improvements which are impacting the bottom line, while raising customer service levels. Five benefits The first improvement realized was a decrease in the average amount of time a ticket was open (from order until delivery) at the table by a little over 40%. Servers no longer had to waste time walking to and from the point of sale (POS) station, wait to place the order due to being stopped by customers at a another table, or stand in line if another server was using the POS station to place their own order. The second and third improvements that resulted were directly related to the decrease in the open ticket time. Speedier service led to increased table turns, and perhaps more importantly, a greater average check amount. Why? Customers now had time for dessert which was additional revenue that went right to the bottom line. Brian's was able to seat more customers during the day and generate a 10% revenue increase at the same time. The fourth improvement came in the form of improved customer service levels. Not only did customers' meals arrive more quickly, but they knew that as soon as they told the server what they wanted, the order was off to the kitchen. That helped drive more repeat business. Believe it or not, customers pay attention to how long it takes their server to place their order after leaving the table. Since the order was placed instantly, servers simply moved on to the next table to make sure everything was all right, take the next order or up-sell that dessert. A fifth improvement was a dramatic reduction in order errors.

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