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Pizza chains across the country are looking to expand the use of online and smartphone ordering capabilities to better serve customers and gain a competitive advantage. Advanced online capabilities also allow restaurants to reduce labor costs and order processes and wait times. Pizza Hut, Domino’s Pizza and Papa John’s have led the charge with digital-ordering technology and sophisticated online ordering capabilities already in use. Pizza Hut and Papa John’s account for 85% of online sales for the entire pizza category even though independent pizzerias still make up the majority of total pizza sales. Recent research shows that major pizza chains, such as Domino’s and Papa John’s, have reported that their digital ordering services account for 35-40% of sales. Research also indicates that of the top 47 pizza chains, 66% offer some form of online ordering through their websites. There is a bigger gap when it comes to mobile ordering with only 26% of pizza brands offering iPhone apps and 23% offering Android apps. For some, new mobile and online technology spurs a need for new point-of-sale systems. For Papa Murphy’s, the first step to a digital-ordering program was investing in a new point-of-sale system, which is currently is in about a third of their locations. For more info, click here
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