In a 15-minute Restaurant Next Firechat, Laura Rea Dickey, CEO of Dickey's Barbecue Restaurants, explains how this famed barbecue brand has leveraged analytics to identify friction points in the customer journey and then used its in-house tech team to quash those obstacles, reducing checkout times, increasing spend and improving customer – and franchisee -- satisfaction along the way.
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“Pre-pandemic if you will, we were doing about 26% of our business online … through Dickeys.com, some third-party ordering and catering,” explains Dickey. “…When all our dining rooms were closed down, we were doing well over 90% in direct online business at Dickeys.com and third-party sites.” About 9% were call in-orders.
In this Restaurant Next exclusive, Dickey shares how the brand has improved the customer service experience – for both guests and for franchisees.
“What has helped us be successful is that customer service experience -- both in person in our dining rooms and online,” she says.
Being guest centric, Dickey’s enhanced the design of the website and its online shopping cart.
Thanks to analytics, the restaurant brand could see where the friction points were in the customer journey.On the backend, there were a lot of separate analytics where Dickey’s could see where people were spending a lot of time, where they were abandoning the cart, and what needed to be improved.
“That is always something we focus on is the user experience,” she says. “How can we continually optimize page loading times, design, ease of use.”