![]() “People have told me in the past that hamburgers don’t travel well,” Rusk said. But Red Robin disagrees with that assessment. And Red Robin is only jumping on the trend just now.Įxperts have said there’s a perception out there that burgers just won’t hold up as well for delivery and to-go orders like coffee and pizza. McDonald’s is still just really starting to talk about it publicly. Shake Shack’s (SHAK) mobile ordering app only went fully national in January. While coffee purveyors, pizza chains, and fast-casual players have been among the earliest adopters, burger-focused chains have been late to the digital ordering game. Now, they have to think about how to manage and scale up an e-commerce business that doesn’t always fit neatly in a brick-and-mortar retail location.īut the trend of digital ordering will only accelerate, forcing big players like McDonald’s (MCD) to think about what mobile ordering should look like as this trend becomes more pervasive. Throughout the industry’s history, the focus has been on menu innovation, building alluring restaurants that people want to visit, and training waitstaff. That’s a shift in thinking that presents both a challenge and an opportunity for all restaurant chains aiming to embrace digit. The goal for Olo and Red Robin is to ensure those orders are booked efficiently, especially when factoring in advanced orders, and can also be delivered to the customers smoothly when they arrive at the restaurant for pickup. He says Olo aims to help restaurants think about the orders that consumers want to place when they want to visit a restaurant-but don’t actually want to sit down and eat at the restaurant. “61% of all restaurant industry transactions are not for food that’s consumed at the restaurant,” says Noah Glass, CEO of Olo. Like Red Robin, those two rivals also work with online and mobile ordering startup Olo to ensure the back end of the technology would run smoothly with their physical restaurants. Dinner is often the meal that sees the most orders placed digitally, a trend that favors Red Robin’s burger-focused menu.Ĭasual dining chains have started to embrace the trend of digital ordering in recent years, with DineEquity’s (DIN) Applebee’s and Brinker’s (EAT) Chili’s also debuting their own online ordering platforms in recent years. Orders booked via the web, mobile apps and text messages account for 1.9 billion food service visits, growing 18% last year according to research firm The NPD Group while overall traffic to restaurants actually dipped a bit in 2016. Rusk is right in his view that consumers say they want to go online to place (and pay) for their restaurant orders. “The reason you are ordering online is because you don’t have time to sit down in the restaurant.” ![]() “Consumers want ease of access in the order process, order pickup and every step of that experience,” Jason Rusk, vice president of Red Robin’s (RRGB) alternative platforms, told Fortune in an interview. ![]() and Canada, says online orders booked via will let diners place orders with a specific pick-up time, prepay for those orders, and also feature customization of the burgers in a way that mirrors the experience in the brick-and-mortar restaurant locations. The casual-dining chain, which operates 550 locations across the U.S. ![]()
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