Friendly’s Ice Cream to Launch MICROS webOrdering and Loyalty Program

  • Oracle Hospitality Food and Beverage Solutions
  • 03.12.12
MICROS Systems, Inc. (NASDAQ:MCRS), a leading provider of information technology solutions for the hospitality and retail industries, is pleased to announce that Friendly’s Ice Cream, LLC has expanded its partnership with MICROS through the addition to its technology solution set of online ordering and a guest loyalty program.

To support its initiative of adding to its customer base and retaining current customers, Friendly’s has elected to deploy MICROS webOrdering and MICROS iCare Customer Relationship Management (CRM) solutions.
The implementation of the MICROS webOrdering solution allows Friendly’s to increase its sales through new distribution channels such as off premise ordering. With this new solution, orders placed through the Internet are sent to the MICROS POS system and processed as a typical carryout request, ensuring workflow of the restaurant staff remains uninterrupted. MICROS webOrdering is being piloted in four Friendly’s locations with plans for a complete rollout to its corporate-owned locations and many franchise locations by June 2012.
“We sought a reliable and cost effective product for our online ordering solutions, and found this with MICROS webOrdering,” stated Richard Del Valle, Vice-President, Restaurant Operations Support, Friendly’s Ice Cream, LLC.
“As MICROS webOrdering is a fully integrated component of the other MICROS products we utilize, all transactions and database changes are monitored through one technology partner. We continue to look for opportunities to leverage the MICROS platform which is the backbone of our store based technology and are excited about its advanced solutions for providing the technologies we require to support our growing customer-based initiatives.”

An additional venture that Friendly’s is launching in July 2012 is the MICROS iCare loyalty program. By implementing MICROS iCare across its enterprise, Friendly’s will have the tools necessary to build stronger
relationships with its customers and gain a better understanding of their preferences and buying patterns. Friendly’s will expand the current email club, Best Friends of Friendly’s (BFF), to the MICROS iCare technology engine, which seamlessly processes member transactions, supports loyalty program rules, and conducts market segmentation and mailings through a sophisticated email generation algorithm. Program performance results and metrics will then be measured to define low, medium, and heavy users, and show when and how customers pursue offers and rewards. The information generated by MICROS iCare allows Friendly‘s to retain existing patrons and boost visits.

“Friendly’s has been a great partner of ours for many years, and we are excited to be moving forward with MICROS webOrdering and MICROS iCare to help build Friendly’s customer base and provide more access and awareness of product offerings,” stated Jeff Pinc, Vice President of MICROS Major Account Restaurants. “We are confident that Friendly’s will realize great gains from these customer based solutions by having access to a 360 degree view of its guests.”

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