- 1. GETTING TO 15% ONLINE AND MOBILE SALES The Journey
2. Future is Today 3. My Big Goal Get to 15% online and mobile
sales Pizza guys are at 50%, could be us Online and mobile ordering
needs to be: Faster Easy and convenient Cheaper 4. Current State
Current View 5% Online Sales 15% repeat visit Decrease in guest
satisfaction Current Situation Technology is outdated, absent, or
broken Technology deployment far exceeded forecast Online ordering
experience inconsistent 5. The Gap is BIG 6. Overcoming Obstacles
7. Current Challenges and Attack Plan 1. Takes longer to order
online than calling in 2. Ordering process is not user-friendly 3.
Inconsistent in store experience 1. Decrease online order time 2.
Redesign order process 3. Hospitality focus and technology
improvements 8. Vast Opportunities 9. Revenue & Opportunity
Costs Opportunity Cost Reduce churn Increase visit frequency Higher
avg. ticket Capture missed phone-in orders Intangible Benefits More
guest data Guests refer more Greater guest satisfaction 10. The
Journey 11. 3 Things to Make it Happen 1. Improve guest experience
2. Enhance technology 3. Drive trial online 12. Improve Guest
Experience Simplified guest checkout Single guest profile Skip the
line 13. Enhance Technology MicroSale POS Integration Replace fax
machines New online ordering system 14. Drive Trial Aggressive and
exclusive online offers All marketing includes online call to
action Suggestive selling in store / on hold 15. Make it mine 16.
Scenario 1 Aggressive Marketing Technology: Jun. 1 Sept. 15 New
online ordering system only Requires two developers Marketing:
Sept. 15 Dec. 31 In store suggestive selling via on hold music,
digital boards, employee scripts Place QR codes on all print media
Nov. 1 Dec. 31 FREE Android Smartphone Offer In-Store POP: counter
card, window cling, bag stuffers, table tents, order receipts
Utilize Wingstop digital properties: Email blast, Facebook,
Twitter, Instagram, Pinterest, YouTube, Google+ Online and Mobile
Display, Paid Search, Digital Radio 17. Scenario 2 Fast Track
Technology Technology: Jun. 1 Sept. 15 Plan complete and new online
ordering system launched by Sept. 15 Requires four developers
Marketing: Sept. 15 Dec. 31 In store suggestive selling via on hold
music, digital boards, employee scripts Place QR codes on all print
media Sept. 15 Oct. 31 Online exclusive offer promote via social
media, website Nov. 1 Dec. 31 FREE Android Smartphone Offer promote
via in-store and digital In-Store POP: counter card, window cling,
bag stuffers, table tents, order receipts Utilize Wingstop digital
properties: Email blast, Facebook, Twitter, Instagram, Pinterest,
YouTube, Google+ 18. Timing & Next Steps 19. 9 Key Initiatives
in Order of Priority Support 1. MicroSale POS Integration 2.
Replace fax machines 3. In-store training / contests 4. Online
coupon capability 5. Marketing promotions Guest Facing 1.
Simplified guest checkout 2. Single guest profile 3. Skip the line
4. New online ordering system 20. Timing Support Dates / Timing 1.
MicroSale POS Integration Jul 31 2. Replace fax machines Aug 15 3.
In-store training / contests Sept 15 4. Online coupon capability 5
weeks 5. Marketing promotions Nov. 1 Dec. 31 Guest Facing 1.
Simplified guest checkout 4 weeks 2. Single guest profile 6 weeks
3. Skip the line 4 weeks 4. New online ordering system 10 weeks 21.
APPENDIX 22. OPPORTUNITY COSTS Data Analysis 23. Payment Failure
Summary Payment failures are when the credit card doesnt process.
Reasons for failed orders Insufficient funds Typing error Unable to
obtained bank authorization Guests have requested the ability to
pay cash in store. Reasons for cash option Someone else is picking
up the food (credit cards require ID verification) Dont have a
credit card Just want to pay cash Recommendation: Add the option to
pay at the store. Currently there are 150 stores with cash only
options. Suggest adding it to the rest of the system, so guests
have the option to pay with credit card or cash in-store. 24.
Transmission Failure Summary Transmission failures are when the
order doesnt process via fax machine. A fax machine can only accept
one order at a time, causing all other orders coming in to fail.
This is a huge missed opportunity from both a revenue and guest
satisfaction standpoint. Recommendation: Option 1: Expedite
replacement of fax machines with DTA/ Netbook interim solution
Option 2: Mandate immediate integrated POS solution across entire
system 25. Growth Opportunity Analysis 26. Analysis Detail 27.
MARKETING CAMPAIGN Promotion Details 28. FREE Android Smartphone
Offer Program Structure Consumers who engage with Wingstop during
the promotion period will be instantly rewarded with a free new
Android Smartphone customized with Wingstop mobile app or icon to
mobile version of ordering. To get their free phones, participating
users go to the custom co-branded offer redemption page, select a
Smartphone of their choice, click to extend their existing plan to
their new phone (or select a new carrier/plan). The Smartphone is
then activated and shipped to arrive within 72 hours. Offer Details
Media Placement: In-Store POP: counter card, window cling, bag
stuffers, table tents, order receipts Utilize Wingstop digital
properties: Email blast, Facebook, Twitter, Instagram, Pinterest,
YouTube, Google+ Online & Mobile Display, Paid Search Campaign
Flight: Nov. 1 Dec. 31 Drive Trial: Get a FREE Android Smartphone
When you spend $30 at WINGSTOP.COM Repeat Visit: Wingstop mobile
app will be installed on each device shipped through this program
Bounce back offer will be printed and placed in phone box 29. FREE
Android Smartphone Offer Wingstop Benefits o Low cost, high reward,
compelling user incentive o Free Android Smartphone, an average
$150 retail value o Wingstop mobile app will be installed on each
device shipped through this program o Wingstop will be provided
with $39.00 in partner co- marketing funds per smartphone shipped
as a result of the program o Easy, turnkey execution Wingstop Cost
o $1.00/phone (deposit) o $1.00/phone is later refunded as phones
ship to participating Wingstop consumers 30. FREE Android
Smartphone Offer Break-Even Analysis ROI Analysis Incremental
revenue = combined sum of co-marketing funds and online orders at
min. $30.00 ticket Incremental Revenue: $75k - $6.9M Current avg.
online order is $24.15. Even if shift from $24.15 to $30 on
existing guests, incremental revenue is gained Incremental Revenue:
$14.6K - $4.5M
