Jet’s Pizza predicts the future of mobile ordering
As restaurants large and small seek to optimize their off-premises ordering options for consumers accustomed to immediacy and convenience, mobile ordering options have become more important than ever. In fact, PYMNTS search finds that 92% of the best performing restaurants offer the option of ordering using a mobile app, compared to only 31% of the worst performing restaurants. In addition, this month Order To Eat Tracker® notes that 56% of restaurants offering mobile advance ordering options have seen their revenues increase since the start of the pandemic.
Now that mobile ordering is becoming the norm and consumers expect increasingly smooth ordering journeys, the question is not just whether a restaurant allows consumers to order through their mobile devices, but How? ‘Or’ What he does that. Michigan based pizza chain Jet Pizza, for his part, joined forces with his compatriot Michigander Order to create what the company describes as “the industry’s first ‘text-to-order’ technology, driven by an artificial intelligence engine,” prompting consumers to embrace the ordering channel with a 20% discount.
“I think… because our mobile devices have become extensions of us, that technologies that can ‘think like a human’ actually allow us to be more human,” says Jet’s Pizza Chief Information Officer Aaron Nilsson told PYMNTS in an interview. “We’ve spent the last 25 years in e-commerce finding websites and apps, and things are turning and now they understand us and will make it easier to order (or whatever action).”
The importance of smart control
So far, consumers have responded very positively to this SMS ordering feature, finding it simple and intuitive to use.
“What we hear most often is how easy and fast it is,” said Nilsson. “This is personally the only way to order from me. This was the first ecommerce order my 9 year old daughter had ever placed, and this is how my mom orders because everyone is comfortable with texting. “
Right now, the feature’s artificial intelligence (AI) executes commands with 95% accuracy. Nilsson noted, “You can’t please everyone all the time, but we’re seeing a lot of smiles around this technology.”
He predicts that, “beneficially or frightfully depending on how much you love technology,” AI will only continue to interact better with humans, claiming that these types of AI engines “seem to evolve in a way. that will have an impact on the landscape forever. of the mobile control. Over the next several years, he estimates that “voice, text, or whatever predictive element” will be a common part of the mobile ordering experience, and within five years he expects half of all “big brands” have “some level of engagement in AI.” “
Looking towards the end of the pandemic
“I think COVID was (pardon the pun) a bullet in the arm for the infusion of technology in restaurants, and mobile ordering will evolve because of that,” Nilsson said. He added that “the new normal” will likely involve meals prepared in restaurants and eaten at home.
“I know we could all have enough of it right now,” he said, “but I bet the trend will be for a lower percentage of home-cooked meals, but not a higher percentage of home-cooked meals. meal taken at the restaurant. “
Plus, he believes consumers will use restaurant apps for more than just ordering take out and delivery. We’ll also see “more parking lot orders before people enter restaurants,” and consumers will also choose tables in the app ahead of time and check restaurant congestion before arriving. the The Jet’s Pizza app currently includes mobile ordering, a GPS-enabled store locator, and information about chain locations.
The technologies of the future of industry
In addition to AI-powered mobile orders, Nilsson also believes that third-party restaurant aggregators will be at the heart of restaurant technology in the future. While these aggregators are controversial at best, with many restaurants struggling to afford high fees they charge and with others even throw doubt on the viability of their economic model, Nilsson has a more favorable view of these services. He believes they provide the necessary benefits for restaurants looking to meet the evolving needs of consumers without making potentially prohibitive investments in staff and infrastructure.
“Now you can have pretty much anything delivered to you in 30 minutes: pizza, medicine, clothes, pretty much anything depending on your location,” he said. “And people don’t try to recreate the wheel… because they don’t need to. They can trust the ecosystems that have been put in place. “
He also believes that much of the restaurant industry underestimates the importance of robotics. He cited the auto industry as an example of how we underestimate technology, saying: “20 years ago people thought robots only helped with simple tasks and seemed to think that a robot could never build an entire automobile. ” Now, he says, “restaurateurs who don’t think about the future are like these people.
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