Pioneering Online Ordering in the Restaurant Industry
Debonairs Pizza approached us with the type of 'big idea' that our team is really geared towards. The brief was to build a web and mobile online ordering system that would integrate with Debonairs' point-of-sales software solution, allowing customers to place delivery or collection orders directly over the internet. Our team collaborated closely with Cosoft, who provide the point-of-sales solution, in designing and implementing the end-to-end system over a period of several months.
A selection of screenshots from the website - www.debonairs.com
Integrating Multiple Real-time Systems
Capturing and tracking orders for hungry customers across several systems and over 250 stores came with its fair share of challenges.
- Product synchronisation - Online menus need to be synchronised with point-of-sale menus for multiple store types. Complex product customisations and combination orders required special attention.
- Store synchronisation - Stores are polled constantly to confirm their online status and stock availability to help ensure all orders can be completed.
- Live address validation - Integration to an advanced mapping service was required to geocode and validate customer addresses and to confirm delivery distances from stores.
- Real-time order fulfilment - Customer orders print direct to the kitchen printer. Order workflows are tracked through each step so that customers can be updated on their order status via SMS.
- Multiple payment merchants - Credit card payments for several hundred franchisees across multiple financial institutions needed to be supported.
Designing for Mobile First
Most of South Africa's internet users access the web through mobile phones that have relatively small screens and slow internet connections. We decided early on to create a dedicated mobisite that would cater to the 'lowest common denominator' set of mobile device features, without compromising on functionality. This meant designing interfaces and interactions that were highly refined over several iterations of prototypes. Although challenging, the mobisite opened the system up to millions of mobile internet users from the initial launch. The refinement process additionally created a solid foundation upon which to build the main website, where the environment is far less restrictive.
A selection of screenshots from the mobisite - debonairs.mobi
A Rich, Accessible, Web Experience
When moving from the restrictions of a mobile web application to the rich capabilities of a modern PC browser, it is easy to get carried away with bells and whistles. We were determined though to resist the frills and keep our focus on creating an efficient user experience that had zero learning curve. No 3rd party plugins, such as Adobe Flash, were required to create the sleek interface that has proven highly effective. The simple, content-based design puts the Debonairs Pizza products at the centre and makes the ordering process obvious and accessible to users on all of the major browsers.
Social Media
We integrated Facebook into the online ordering process by allowing customers to 'like' their favourite pizzas, automatically posting their selection to their Facebook wall. These interactions provide free, user-initiated social promotion that has helped fuel the rapid growth of online ordering.
Advanced Visitor Tracking
As well as the standard visitor tracking that is expected for any modern website, we configured advanced ecommerce and event tracking to allow deep analysis of the online ordering process. Custom reports allow us to identify weaknesses and opportunities through various steps on the site. The rich data is also used to determine actual financial return from investment, in specific email, Facebook, pay-per-click or affiliate marketing campaigns.
The Proof is in the Pizza
Use of the online ordering service continues to grow on a monthly basis. Customers and franchisees have been delighted with the introduction of the system that is making the process of ordering and delivering pizza more pleasant for everyone involved.
You know you have done something right when customers go out of their way to let you know. Here is a small selection from the hundreds of comments submitted by customers online:
- Awesome new site and I couldn't have asked for a more user friendly interface.... will make use of this method time and again.
- I ordered pizza from your website last night and I am extremely impressed by this service. It is so easy to use and the facility to pay online is revolutionary. The website is also very sexy!
- As a first time user of the online way of ordering I'm very impressed with how easy it was to get started and order.
- Your on-line ordering is very useful and SO easy to use :) definitely be using it in future.
- Quick, easy and convenient. Ordering online couldn't be any better. I've never had any problems, and the deliveries are usually made much earlier than expected.
- First time we have used this method and we were very pleased with the convenience of it and had our pizza delivered in 30 min. Well done guys.
- WOW! I am absolutely amazed and thrilled.
- Ridiculously brilliant.
- So brilliant. I like it.
- That was easier than falling off a log! Great and well done!
View the website at www.debonairs.com & the mobisite (on your phone) at debonairs.mobi
Technology Utilisation
The solution was built on the Microsoft technology stack. To learn more about the tools and technologies utilised, read Rohland's blog article on the subject.