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市場調查報告書

餐飲業與Web技術的良好關係:針對零售業未來的個案研究

Good Food and Drink and Connected Technology, 2014-2019: A Case Study for the Future of Retailing

出版商 Datacomm Research Company 商品編碼 303595
出版日期 內容資訊 英文 118 Pages; 49 Tables & Figures
商品交期: 最快1-2個工作天內
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餐飲業與Web技術的良好關係:針對零售業未來的個案研究 Good Food and Drink and Connected Technology, 2014-2019: A Case Study for the Future of Retailing
出版日期: 2014年05月20日 內容資訊: 英文 118 Pages; 49 Tables & Figures
簡介

我們無法下載餐飲,但是卻可以線上點餐和結帳,甚至利用智慧型手機完成許多事項。餐飲業界的數位化亦在快速進展,而線上點餐替大型外送企業(Pizza Hut等)創造數十億美元的市場機會。此外,行動付款在Starbucks的營業額佔了相當的比率。許多企業導入電子禮物卡和集點服務,甚至在店面也導入了平板電腦。即便是實體店舖型的餐廳也需要建立在網路上的地位,而線上零售業者亦必須建立在實體店舖的地位。因此,整體型市場行銷較過去變得更加有效。

本報告分析餐飲(外食)產業的連線技術(Web技術)--Web網站、社群媒體、行動應用程式、自助服務用平板電腦--的活用狀況與未來的市場機會,並調查推估Web技術的顧客經驗改善和雙向(互動)溝通的形式、各種餐飲連鎖的個案研究(最佳、最差事例)、今後衍生收益額的展望等。

第1章 報告摘要

第2章 餐飲連鎖業務與Web技術

  • Web技術如何逐漸改變餐飲業務
    • 窗口菜單和點擊之旅的Web網站
    • 集點方案與電子郵件會員制
    • 社群媒體
    • 與顧客的關聯(客戶服務)
    • 應用程式不僅僅是「前菜」
    • 線上點餐
    • 使顧客持續保有樂趣
    • 未來的餐飲
  • 何種策略最佳:成為先驅、還是成為追隨者?

第3章 餐飲的Web網站

  • Web網站的基本功能
  • Web網站的最適活用法
  • 行動裝置
  • 額外的使用者介面設計相關課題
  • 反饋/意見的領域
  • 「Web網站的贈品」與「贈品的Web網站」

第4章 餐飲連鎖與社群媒體的關聯

  • 來自Facebook的關聯
  • 來自Twitter的關聯
  • 來自YouTube的關聯
  • 來自Google+的關聯
  • 來自其他社群媒體的關聯
  • 餐飲連鎖成功活用社群媒體的7項條件
    • 在任一社群媒體皆直接了當宣傳自家品牌名稱
    • 為瞭解人們的反應,至少導入10種以上的追蹤工具
    • 不僅僅只是張貼訊息,還要與顧客對話
    • 面對任何批評、客訴皆冷靜處理
    • 建立自身獨家的社群媒體策略
    • 避免社群媒體上常見的失敗
    • 謹慎擴展自家的社群媒體網絡

第5章 餐飲連鎖的行動應用程式

  • 披薩連鎖店
  • 三明治連鎖店
  • 咖啡早餐連鎖店
  • 速食連鎖店(漢堡)
  • 速食連鎖店(炸雞)
  • 輕鬆餐飲(牛排)
  • 輕鬆餐飲(海鮮)
  • 輕鬆餐飲(墨西哥料理)
  • 輕鬆餐飲(亞洲料理)
  • 冰淇淋/優格果汁連鎖店
  • 便利商店
  • 輕鬆餐飲(其他)
  • 下一階段的行動應用程式開發

第6章 餐飲連鎖的互動數位技術活用

  • 咖啡早餐連鎖店
  • 披薩店
  • 速食連鎖店(漢堡)
  • 速食連鎖店(炸雞)
  • 牛排連鎖店
  • 輕鬆餐飲(海鮮)
  • 三明治連鎖店
  • 墨西哥料理連鎖店
  • 亞洲料理連鎖店
  • 冰淇淋/優格果汁連鎖店
  • 輕鬆餐飲(其他)
  • 便利商店
  • 附錄A:數位互動評分記錄
  • 附錄B:餐飲用集點方案

第7章 技術解決方案供應商

  • Altametrics
  • Belly
  • Bite Squad
  • Clinkle
  • Dining Circle
  • Eateria
  • E la Carte Inc.
  • Fishbowl
  • Ford SYNC System
  • Front Flip
  • GiftCardRescue
  • GrubHub
  • Hubworks
  • iMenu360
  • iSIGN Media Corp.
  • Kokley
  • LevelUp
  • Madison & Fifth
  • Mahana
  • Main Street Hub
  • MasterCard PayPass
  • Mogl
  • Moneris Solutions
  • Mowingo, Inc.
  • Mozido
  • NCR Aloha
  • Nextep Systems
  • No Fuss Dining
  • OLO
  • Onosys
  • OpenTable
  • Paydiant
  • PCAmerica
  • PlayNetwork
  • Posiq
  • Real Digital Media
  • Sociallybuzz
  • Snapfinger
  • Splick-it
  • TabbedOut
  • Tillster
  • Venga, Inc.
  • Viableware, Inc.
  • Wand Corp.
  • Where 2 Get It
  • Yelp
  • Ziosk

關於作者

圖表一覽

目錄

Restaurant Chains' Mobile and Online Revenue Will Triple Within Five Years

Retailing Increasingly Demands Dual Online and Physical Presence, Integrated Marketing

May 20, 2014 - St. Louis, Missouri - You can't download your dinner, but you will order food, pay checks, and do much more with your smartphone. That is one of the conclusions of Datacomm Research Company's new 118-page study, Good Food and Drink and Connected Technology, 2014-2019.

"The restaurant business is going digital," said David Strom, co-author of the report. "Online ordering is generating billions of dollars of business for chains including Pizza Hut, Domino's, and Papa John's. Mobile payments account for a significant percentage of Starbucks' revenue. A growing number of restaurant chains offer electronic gift cards and rewards. And chains such as Chili's and Applebee's are deploying tablet computers to all of their tables," he added.

"The top restaurant chains' use of connected technology is an important case study for the entire retail industry," said Ira Brodsky, the report's second author. "It's increasingly clear that in order to prosper bricks-and-mortar retailers must enhance their online presence and online retailers must enhance their physical presence. Integrated marketing is more ongoing and powerful."

The new Datacomm Research study takes an in-depth look at how restaurant chains are using websites, social media, mobile apps, and self-service tablets to deliver superior customer experiences. The report examines dozens of the top restaurant chains, identifying some of the best and worst examples of how they are using consumer-facing connected technology. The authors make specific recommendations about using digital marketing tools to increase sales, customer retention, and operating efficiency.

Good Food and Drink and Connected Technology, 2014-2019 includes an Executive Summary describing how connected technology is changing the restaurant industry and ultimately all retailing, and forecasting revenue from online ordering, mobile payments, and digital gift and reward cards through 2019. There are chapters on restaurant business trends, website designs, social media engagement, mobile apps, and digital tools for customer interaction. The final chapter profiles nearly 50 technology solution providers-from Altametrics to Ziosk. The report contains 49 tables and figures.

Additional conclusions contained in the report include:

  • 1. Consumer-facing connected technology is taking off in the restaurant chain business. Revenue from online ordering, digital gift and loyalty cards, and mobile payments will soar to $90 billion by 2019. No retailer can afford to ignore this trend.
  • 2. The report shows how restaurant chains can improve the information content, functionality, and overall quality of their websites. For instance, responsive web designs enable access from a wide variety of devices. However, restaurant chains must never lose sight of the fact that the best measure of their website is how well it promotes their food and dining experiences.
  • 3. Social media is a powerful new channel for interactive advertising and market research. The report explains how restaurant chains can achieve greater success by better allocating social media resources, monitoring how people respond, and fine-tuning their social media programs.
  • 4. Most restaurant chain mobile apps don't work reliably and merely duplicate information and features found on the restaurants' websites. The report points the way to mobile apps that are better designed, tested, and maintained.

Table of Contents

1. Executive Summary

  • 1.1 How Connected Technology Benefits Retail Consumers and Merchants
  • 1.2 The Future of Retail
  • 1.3 Key Conclusions
  • 1.4 Key Recommendations

2. The Restaurant Chain Business & Connected Technology

  • 2.1 How Connected Technology is Changing the Restaurant Business
    • 2.1.1. The website as a window menu and quick tour
    • 2.1.2. Loyalty programs and email clubs
    • 2.1.3. Social media
    • 2.1.4. Customer engagement
    • 2.1.5. Apps mean more than appetizers
    • 2.1.6. Online ordering
    • 2.1.7. Keeping them entertained
    • 2.1.8. The restaurant of tomorrow
  • 2.2 Which Strategy is Best: Pioneer or Follower?

3. Restaurant Websites

  • 3.1 The Essential Website Features
  • 3.2 Making the Best Use of Webpage Real Estate
  • 3.3 Mobile Devices
  • 3.4 Additional User Interface Design Issues
  • 3.5 Feedback and Comment Areas
  • 3.6 Website Extras and Extra Websites

4. Restaurant Chains and Social Media Engagement

  • 4.1 Facebook Engagement
  • 4.2 Twitter Engagement
  • 4.3 YouTube Engagement
  • 4.4 Google+ Engagement
  • 4.5 Other Social Media Engagement
  • 4.6 The Seven Keys to Social Media Success for Restaurant Chains
    • 4.6.1. Claim your brand name on every social network you can find as soon as possible
    • 4.6.2. Employ at least one of the dozens of social media tracking tools to monitor how people are
    • responding
    • 4.6.3. Don't just post messages, interact with customers
    • 4.6.4. Take criticisms and complaints in stride
    • 4.6.5. Create your own social media playbook
    • 4.6.6. Avoid common social media faux pas
    • 4.6.7. Grow your social media network carefully

5. Restaurant Chain Mobile Apps

  • 5.1 Pizza Chains
  • 5.2 Sub and Sandwich Chains
  • 5.3 Coffee and Breakfast Chains
  • 5.4 Fast Food - Burger Chains
  • 5.5 Fast Food - Chicken Chains
  • 5.6 Casual Dining - Steak Chains
  • 5.7 Casual Dining - Seafood Chains
  • 5.8 Casual Dining - Mexican Chains
  • 5.9 Casual Dining - Asian Chains
  • 5.10 Ice Cream and Smoothies Chains
  • 5.11 Convenience Store Chains
  • 5.12 Casual Dining - Other Chains
  • 5.13 Taking Restaurant Mobile Apps to the Next Level

6. Restaurant Chain Use of Interactive Digital Technology

  • 6.1 Coffee and Breakfast Chains
  • 6.2 Pizza Chains
  • 6.3 Fast Food - Burger Chains
  • 6.4 Fast Food - Chicken Chains
  • 6.5 Steak Chains
  • 6.6 Casual Dining - Seafood Chains
  • 6.7 Sub and Sandwich Chains
  • 6.8 Mexican Chains
  • 6.9 Asian Chains
  • 6.10 Ice Cream and Smoothies Chains
  • 6.11 Casual Dining - Other Chains
  • 6.12 Convenience Store Chains

Appendix A: Digital Interactive Scoring Legend

Appendix B: Restaurant Loyalty Programs

7. Technology Solution Providers

  • 7.1 Altametrics
  • 7.2 Belly
  • 7.3 Bite Squad
  • 7.4 Clinkle
  • 7.5 Dining Circle
  • 7.6 Eateria
  • 7.7 E la Carte Inc.
  • 7.8 Fishbowl
  • 7.9 Ford SYNC System
  • 7.10 Front Flip
  • 7.11 GiftCardRescue
  • 7.12 GrubHub
  • 7.13 Hubworks
  • 7.14 iMenu360
  • 7.15 iSIGN Media Corp.
  • 7.16 Kokley
  • 7.17 LevelUp
  • 7.18 Madison & Fifth
  • 7.19 Mahana
  • 7.20 Main Street Hub
  • 7.21 MasterCard PayPass
  • 7.22 Mogl
  • 7. 23 Moneris Solutions
  • 7.24 Mowingo, Inc.
  • 7.25 Mozido
  • 7.26 NCR Aloha
  • 7.27 Nextep Systems
  • 7.28 No Fuss Dining
  • 7.29 OLO
  • 7.30 Onosys
  • 7.31 OpenTable
  • 7.32 Paydiant
  • 7.33 PCAmerica
  • 7.34 PlayNetwork
  • 7.35 Posiq
  • 7.36 Real Digital Media
  • 7.37 Sociallybuzz
  • 7.38 Snapfinger
  • 7.39 Splick-it
  • 7.40 TabbedOut
  • 7.41 Tillster
  • 7.42 Venga, Inc.
  • 7.43 Viableware, Inc.
  • 7.44 Wand Corp.
  • 7.45 Where 2 Get It
  • 7.46 Yelp
  • 7.47 Ziosk

About the Authors

Tables

  • Table 1: The twelve most popular restaurant chain mobile apps
  • Table 2: The twelve most interactive restaurant chains
  • Table 3: YouTube stats for select restaurant chains
  • Table 4: Facebook stats for restaurant chains with 5 million or more "likes"
  • Table 5: Facebook page popularity and engagement, select restaurant chains
  • Table 6: Most active restaurant chains on Twitter (tweets, followers, followers-to-tweets)
  • Table 7: The twelve most popular restaurant chain mobile apps (same as Table 1)
  • Table 8: Mobile apps of the top pizza chains
  • Table 9: Mobile apps of the top sub and sandwich shops
  • Table 10: Mobile apps of the top coffee and breakfast chains
  • Table 11: Mobile apps of the top fast food - burger chains
  • Table 12: Mobile apps of the top fast food - chicken chains
  • Table 13: Mobile apps of the top casual dining - steak chains
  • Table 14: Mobile apps of the top casual dining - seafood chains
  • Table 15: Mobile apps of the top casual dining - Mexican chains
  • Table 16: Mobile apps of the top casual dining - Asian chains
  • Table 17: Mobile apps of the top ice cream and smoothies chains
  • Table 18: Mobile apps of the top convenience store chains
  • Table 19: Mobile apps of the top miscellaneous casual dining chains
  • Table 20: The twelve most interactive restaurant chains (Same as Table 2)
  • Table 21: Coffee/breakfast chains' use of interactive technology
  • Table 22: Pizza chains' use of interactive technology
  • Table 23: Quick service burger chains' use of interactive technology
  • Table 24: Quick service chicken chains' use of interactive technology
  • Table 25: Steak chains' use of interactive technology
  • Table 26: Seafood chains' use of interactive technology
  • Table 27: Sub and sandwich chains' use of interactive technology
  • Table 28: Mexican food chains' use of interactive technology
  • Table 29: Asian chains' use of interactive technology
  • Table 30: Ice Cream and Smoothies chains' use of interactive technology
  • Table 31: Casual dining chains' use of interactive technology
  • Table 32: Convenience store chains' use of interactive technology
  • Table 33: Points for restaurant chains' interactive capabilities

Figures

  • Figure 1: Bricks and mortar retailers must embrace connected technology as nline retailers add physical
  • presence
  • Figure 2: Forecasted digital business for the U.S. restaurant industry, 2013 - 2019 (in billions of U.S.
  • dollars)
  • Figure 3: Dunkin Donuts' menu bar
  • Figure 4: Outback Steakhouse's store locator detail screen
  • Figure 5: Outback Steakhouse's store locator detail screen as displayed on a mobile device.
  • Figure 6: Denny's store locator detail screen
  • Figure 7: Chick-fil-A's store locator with selectable criteria at the top of the screen
  • Figure 8: Denny's contact page gives customers plenty of options for submitting feedback
  • Figure 9: Church's Chicken's plain-looking contact page may discourage feedback
  • Figure 10: Outback Steakhouse's fraud alerts page
  • Figure 11: In-N-Out Burger's downloads page
  • Figure 12: Jamba Juice's tweets per month
  • Figure 13: Hooters' tweets per month
  • Figure 14: McDonald's tweets per month and tweet density by time of day
  • Figure 15: Panera's tweets per month and tweet density by time of day
  • Figure 16: Applebee's tweets per month and tweet density by time of day
  • Figure 17: Jamba Juice's home page doesn't include a link to its YouTube channel
  • Figure 18: Posiq's loyalty program analytics dashboard
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