INDUSTRY LEADERS
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Q&A -Rom Krupp F&B Mag • Rom •
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PLEASE BRIEFLY EXPLAIN THE VALUE THIS TECHNOLOGY HAS FOR RESTAURANTS? Our platform is an easy and effective way for restaurants to listen to their guests and take action so their customer’s experience can get even better. Every transaction tells a story through the data from what guests like to eat, how they want menu items modified, how much they are willing to pay, how they respond to discounts and marketing campaigns, and more. Instead of relying on guests to speak out (which most will never do), we have created a way to listen through the data and make changes accordingly. Restaurants face a very expensive and unpredictable situation when they attempt any kind of change. Experimenting to see how customers will respond can be very costly. Our value removes the guesswork and mystery so restaurants can make adjustments based on real-time THE TERM “CUSTOMER INTERCEPTION, AND THE MEASURABLE IMPACT”. PLEASE EXPLAIN? The two traditional methods of restaurant marketing fall under awareness & acquisition. Awareness would be brands on Billboards and TV and radio commercials while acquisition is typically coupons and loyalty program promotions. Both are ways we pay for a customer to walk through our doors. Customer interception is different. First, it is one-on-one marketing which is possible and profitable in today’s world of social media footprints. Second, it is intercepting the customer by anticipating what the customer will need and when, sending the right message at the right time, and getting the desired action you want. The measurable impact is when customer interception brings you in the business even before your competitors have had a chance to compete. If I know a customer will be at the local basketball game and my analysis of their transactions show a regularly ordered certain beer or entrée, I can reach to them with a fast campaign that is relevant to their individual purchasing behavior. Customer interception is marrying the data and then creating a custom, relevant, and valuable communication that will lead to their return. WHAT IS INCENTIVIZEME! THIS TERM MAY BE NEW TO OUR SUBSCRIBERS. EXPLAIN? Our IncentivizeMe! app provides gamification and performance based rankings to normalize team members. Employees are rated based on their conversion rate of upselling or cross-selling instead of using non-normalized results such as total sales achieved or sales per hour which implies that every hour has equal opportunity to sell and we all know that’s not the case in the restaurant industry. It has been especially effective for Millennials who attach a great level of importance to being treated fairly while understanding what is going on and why. It has been successful in motivating team members at every level because it rewards those who are the most effective versus those who work the most hours. Plus, it is designed to divide the incentive programs into seasons (like a sports game) to keep every employee interested in the entire incentive which includes tracking their own performance as it relates to others. This incentive system has provided a long-term goal that keeps short-term motivation exciting and energizing. WHAT ARE THE MOST IMPORTANT DECISIONS YOU MAKE AS A LEADER OF YOUR ORGANIZATION? Knowing when to walk away. Holding onto our company vision and value system while evolving with shifts in the needs of the market requires thoughtful and balanced decision-making. Deciding what we want to do vs. what we need to do takes careful review while understanding speed is often necessary. Staying true to our vision and values sometimes means we have to walk away from business opportunities that aren’t a smart fit. Growth is critical but only when it is aligned with our mission, vision, values and purpose. . Q&A, w w w . Rom f o o dKrupp bevm a g . cContinues o m | MOn a yNext 2 0 Page 17