Technology
How to leverage POS systems for Super Bowl success
POS systems can significantly enhance restaurant performance during this peak period by managing promotions, menu optimizations, loyalty programs and online orders.
January 22, 2024 by Mo Chaar
POS systems can significantly enhance restaurant performance during this peak period by managing promotions, menu optimizations, loyalty programs, and online orders.
As excitement for the Super Bowl builds, quick service restaurants (QSRs) are presented with a lucrative opportunity to boost their off-site revenues. The role of point-of-sale (POS) systems in capitalizing on this opportunity cannot be overstated in this era where digital convenience is king.
Recent trends indicate a significant portion of Super Bowl viewers prefer enjoying the game in the comfort of their homes, often accompanied by a spread of delicious takeout or delivery options. With a staggering 75% of Americans planning to watch the game at home this year, and an average expenditure of $105 on food, drinks and decorations, the stage is set for QSRs to make the most of this event. Here are some of the strategies QSRs can utilize with an omni-channel POS platform at their disposal.
Promotions and customer engagement
Encouraging customer engagement through attractive promotions is a cornerstone strategy for QSRs, especially during high-profile events like the Super Bowl. By utilizing POS systems, restaurant operators can launch, manage and track promotions with greater ease and effectiveness. For instance, a Super Bowl-themed discount or a special "game day" combo can be quickly set up in the POS system, making it visible across all online ordering platforms. This not only simplifies the process but also ensures consistency in promotional messaging.
Additionally, POS systems can be used to analyze customer data to tailor promotions. For example, if data shows a high sale of chicken wings during games, a restaurant operator could offer a "Buy One Get One" deal on wings specifically for the Super Bowl. Moreover, integrating these promotions with social media campaigns can amplify their reach. Sharing unique discount codes or promotional offers on platforms like Instagram or Twitter, particularly those that require customers to order through the restaurant's own app or website, can drive digital engagement and sales.
But engaging customers doesn't end at the point of sale. Post-purchase, POS systems can be employed to gather feedback or send thank-you messages with future discount coupons. This not only fosters customer loyalty but also provides valuable insights for improving service and offerings.
Menu streamlining
Streamlining the menu for events like the Super Bowl is another crucial strategy for QSRs to handle high demand efficiently. A simplified menu can expedite the ordering process, reduce kitchen stress and ensure quicker delivery times. POS systems play a vital role in this by providing data to identify the top-selling and most profitable items. For example, if the POS data indicates that certain items like chicken wings are a consistently popular appetizer option, these can be highlighted on a Super Bowl-specific menu.
Additionally, a streamlined menu can be optimized for production and delivery efficiency. Items that are quicker to prepare and travel well can be prioritized, ensuring customer satisfaction with food quality upon arrival. POS systems can also help track inventory in real-time, aiding in better preparation and stock management for expected high-volume items.
Armed with this historical data, special Super Bowl bundles or family meal deals can be introduced. These not only cater to groups watching the game together but also simplify decision-making for customers, leading to faster ordering. Highlighting these deals prominently through online ordering platforms can further drive sales.
Loyalty programs
Loyalty programs are another tool that can significantly boost repeat business and strengthen customer relationships during high traffic days like the Super Bowl. POS systems can be instrumental in managing these programs efficiently. For instance, offering double points on game day orders or a special reward for ordering a specific Super Bowl combo can incentivize customers to choose a particular QSR over competitors.
These programs can also be used to personalize customer experiences. Based on previous order histories stored in the POS system, restaurant operators can send targeted offers or recommend items, making customers feel valued and understood. For example, if customers frequently order vegetarian options, sending them a personalized offer for a new vegetarian Super Bowl special can create a sense of exclusivity and appreciation.
Furthermore, POS-integrated loyalty programs can facilitate post-event engagement. After the Super Bowl, restaurant operators can send follow-up offers or incentives to order again, turning occasional customers into regulars. This long-term engagement strategy not only boosts immediate sales but also contributes to building a loyal customer base.
Optimizing online ordering
The integration of online ordering and delivery platforms with POS systems is perhaps the most crucial aspect for handling the surge in orders during events like the Super Bowl. This integration ensures that orders flow seamlessly from the customer to the kitchen, reducing the chances of errors and delays. For example, when a customer places an order through the app or website, it can directly enter the kitchen's workflow without the need for manual re-entry, minimizing the risk of mistakes.
Additionally, POS integration allows for real-time menu updates and inventory management. If a particular item is running low or is out of stock, the menu can be updated instantly to reflect this, preventing customer dissatisfaction. It also enables better forecasting and preparation, as the kitchen staff can view incoming orders in real-time and plan accordingly.
Modern online ordering platforms can further enhance the customer experience through features like estimated wait times and order tracking. By providing customers with accurate wait times based on kitchen load and real-time updates on their order status, QSRs can manage expectations and improve overall satisfaction. After all, a well-informed customer is more likely to be a satisfied customer, especially during hectic times like the Super Bowl.
The future of POS in QSRs
As we look towards the future, the landscape of POS technology is rapidly evolving, bringing with it advanced data analytics, enhanced customer engagement tools and improved integration capabilities. QSRs that are ready to adopt and effectively employ these cutting-edge tools will find themselves well-equipped to maximize sales, especially during high-demand events like the Super Bowl. By efficiently managing every detail of the game day frenzy, these forward-thinking restaurant operators will not only meet the immediate rush with success but also set the stage for long-term growth and customer satisfaction.
About Mo Chaar
Since joining Givex in 2007, Mo Chaar has helped the company expand its North American footprint. He began his tenure as a Business Development Manager before becoming Vice President of Sales for North America, and then moved to his current role of Chief Commercial Officer. In this role, Chaar oversees commercial strategy and development worldwide as well as managing the sales teams within North America. His experience in gift card, loyalty and POS has played a pivotal role in the success of some of Givex’s largest partners.
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