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orderTalk/SquirrelOne Pilot Continues to Deliver Increased Average Check for Buca di Beppo

  • SQUiRREL Systems
  • 01.31.08
Buca di Beppo is proceeding with their rollout of online ordering companywide and has taken the next step by implementing orderTalk with SquirrelOne integration to 18 more stores.

“From an operators’ perspective, this has been a non-event,” said Dan Cullen, senior director of information technology at Buca.  “A technology implementation that has virtually no impact on operations is very positive.  The icing on the cake is that the trend of online orders producing an increased average check has continued with the additional stores.”

The technology group at Buca has also had the opportunity to pilot this solution into different markets.  “Our product availability, pricing and store capabilities vary regionally,” said Hanie Hartman, Buca’s senior Web developer.  “The setup that is done within SquirrelOne really facilitates the integration of the regional differences to orderTalk.  The information flows seamlessly.  From a technical standpoint, it is fabulous.”

Buca is also leveraging the trend towards curbside service by utilizing the built-in functionality in orderTalk.  The National Restaurant Association Forecast 2008 states that, when asked if their favorite full service restaurant offered curbside pickup, 47 percent of adults said they would make use of such a service.  Buca di Beppo restaurants offering curbside pickup, indicated at the Buca Web site by the curb service icon, have special parking spots identified for this purpose and cameras monitoring restaurant guest arrivals.  orderTalk records vehicle information; printing the make, model and color of the car on the Squirrel guest check.  Modifications were made to the kitchen requisition so that kitchen staff can also easily identify an online order and its scheduled pickup time so they know how to package and time the order appropriately.

Buca operators initially had concerns about ensuring payment for orders.  The procedure that Buca is following includes proceeding with the production of orders even if the payment card is declined.  The operator will call the customer to confirm the order and seek an alternate payment method.

The plan going forward is to continue to evaluate the implementation with the intention of beginning a companywide rollout in April 2008.  Completion is expected to take until the end of the second quarter.  Before that happens, the initial five stores will be launching their catering menus online with an option for delivery.

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