TAKE CONTROL OF YOUR BRAND’S APP SUCCESS

Driving adoption and earning staying power of your order & pay app

A c o m p l e t e g u i d e f o r h o s p i t a l i t y o p e r a t o r sSales@QikServe.com US/Canada: +1 301-280-5923 UK/International: +44 (0) 131 290 2240

Self-service solutions in general and mobile order and payment in particular, couldn’t be a more perfect antidote to the bustling and

often stressful environments serviced by restaurant operators. From moving customers through the store more efficiently but ensuring a great experience to reducing staff costs and driving greater loyalty from guests, a mobile order and payment app has the potential to transform many areas of the business for the better.

Although the benefits can’t be denied, they won’t be realized if no one is using your thoughtfully created, beautifully designed, highly convenient app. So how do you make that happen? And once a

customer has deemed your app worthy of some valuable space on their phone, how do you make sure it stays there and isn’t rashly deleted in favor of more space for photos of a beloved child, pet or plate of food?

This is your guide, complete with practical insights, tips and tricks, to boost adoption of your mobile order and pay app and how to make sure it has maximum staying power. From comparing the types of ways an app can be deployed to pragmatic marketing examples centered around specific hospitality environments, we’ll arm you with the tools you need to make your app a long-term success.

SECURING YOUR APP’S SUCCESS

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Take control of your brand’s app successDriving adoption and earning staying power of your mobile order and pay app

MOBILE. THE GIFT THAT KEEPS ON GIVING.DEPLOYMENT DECISIONS.DRIVING ADOPTION: SAY IT LOUD. SAY IT PROUD. DIGITAL PRINT ONSITE PROMOTION LOYALTYABOUT QIKSERVE

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Mobile. The gift that keeps on giving.

Whip up revenues. Mobile ordering has been proven to increase average transaction value1. It seems customers tend to buy more when wait staff are not standing over them putting pressure on guests to order. With mobile ordering you can guarantee upsell and cross sell every time whereas with staff, that revenue generating action might depend on how busy your venue is or how well trained your staff are. Mobile ordering also reduces staff error meaning a reduction in food waste or complimentary meals as amends from an erroneous order.

Don’t make them wait Whether it’s waiting for a table, waiting to catch the server’s attention, waiting for your receipt or waiting to pay – it’s one of the biggest customer frustrations of the service industry2. Wait times not only affect your customers’ patience, it affects your bottom line too. Queue busting with mobile self-service will not only vastly

improve your customer experience (and mood!) it’ll help get more people through the venue quicker and more efficiently directly equating to uplift in sales.

Make it memorable for all the right reasonsAs well as removing the stress of limited time for guests who are in a hurry, you can also offer better quality interactions. By taking the pressure off staff during busy periods, they can spend more time with higher value customers or with those who need face-to-face assistance, rather than rushing around taking orders and delivering bills and receipts. Offering a highly convenient and seamless customer journey where the context of the experience is maintained between any channel the customer chooses to interact with you makes your brand memorable, encouraging guests to use you again over that of say, a less technology savvy competitor.

1 Using Mobile to Boost Order Value, Business Insider, 20162 The perils of poor customer service, QikServe, 2016 Continued... 54 5

When done right, mobile self-service has the power to offer restaurants huge benefits across the business:

It’s personal One of the most powerful benefits of a mobile order and payment app is the large amounts of guest data you can collect throughout the ordering process. This data allows you to build a 360-degree view of your guest from which stores they prefer to eat at, what times they usually eat there, whether they dine by themselves or with family, what types of food they like, how they like it cooked and much more. Collecting this information means any future marketing campaigns can draw on this data to provide more personalized, highly tailored offers to customers meaning better redemption rates and greater loyalty. And far from being over protective of this personal information, a study from Oracle found that 71% of guests are in fact keen to share it for a more personalized experience3.

Take control over spiralling staff costs With last year’s change in minimum wage legislation, many operators within the Hospitality industry are struggling to keep control of their labor costs. Self-service technology has come to the fore as a solution to these wage woes and have been proven very effective. By allowing an order and pay app to take care of those guests who prefer the convenience of mobile, who are in a hurry or who simply don’t feel like speaking to eager staff before a long day of travel means you can let your employees focus on great customer service elsewhere, targeting those higher value, VIP guests who want or need additional attention. at £7.20/hour, staff costs = £403,200 per day

3 Study: Loyalty Programs are Key for Repeat Guests, Food News Feed

Mobile. The gift that keeps on giving.

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Mobile. The gift that keeps on giving.

4 Mobile app downloads worldwide, Statista5 Mobile ordering apps survey, Ask Your Target Market

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Mobile order and payment apps might open up a whole new world of benefit and opportunity to you as an operator but what is the appetite of your guests for these services?

2.5BillionDownloads 2009

268.7BillionDownloads 2017

18%Used within the

past day

29%Used within the

past week

29%Used within the

past month

App downloads in general are growing at a tremendous pace and their popularity is changing the way consumers metabolize

digital information. In 2009, worldwide app downloads amounted to approximately 2.5 billion. This year, downloads are expected to reach 268.7 billion4.

Looking at mobile ordering specifically, a study by Ask Your Target Market5 found that of those who have downloaded a mobile ordering app, 18% had used them within the past day, 29% within the past week and 29% within the past month. Ordering food for pickup was among the top functions that customers look for in a mobile ordering app and 29% ranked it as their most important function for a quick service restaurant.

The study goes on to conclude that convenience is by far the biggest driver of adoption for consumers and that restaurant apps could encourage guests to order more often because of the increase in speed and ease. All singing, all dancing apps fully loaded with secondary functionality such as customization seemed to be less valued by consumers so a winning strategy for operators keen to drive users of their ordering app could be to emphasize speed and ease when promoting the service.

Deployment decisions 4 ways to deploy mobile order and pay

White label app The core infrastructure, layout and basic user interface of the app has already been created by the app supplier but is ready for full branding by you as an operator. Your logo is also presented on the app icon used to launch the service ensuring full and consistent branding throughout the guest journey.

Native app An existing consumer facing app from your technology provider is already available in app stores allowing you to add your own brands to their collection of F&B operators making your stores searchable and available to an existing audience who have already downloaded the app.

Bespoke app This option involves getting your provider or design agency to create a completely bespoke application for your brand. Everything from the user interface, flow, marketing and loyalty, look, feel and journey is entirely up to you and your imagination. This option might offer complete autonomy but as you have to build it from the ground up, it doesn’t come cheap!

Software Development Kit (SDK) This deployment method is great when you have an existing app and you would like to add order and payment functionality to it rather than creating your app from scratch or having to launch another app that deals specifically with the ordering and payment process. You’re provided with the SDK from the technology provider and you can access all the features and functionality of the ordering platform which sometimes includes the design elements of the customer journey so, again these don’t have to be created from scratch saving you time and development costs. 7

You’d have thought launching a mobile app sounds simple enough but what you might not be aware of are the many different ways you can deploy it. The way in which you decide to offer mobile self-service will drastically change the way you encourage adoption so it’s worth a quick review:

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Driving app adoption: Say it loud. Say it proud.

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Now we come to the nuts and bolts of your app’s success. Marketing and promotion. You might have spent months planning, scoping, discussing,

designing and creating a fantastic order and payment app for your brand but how do you get people to download it and, more importantly, keep it on their smartphones?

We outline several ways and offer practical tips of how to achieve just that and although some of these suggestions may be more or less relevant depending on how you’ve decided to deploy your app, there is something here for everyone to try regardless.

Digital Marketing >>Print Marketing >>Onsite Promoting >>

Digital Signage

High streets, shopping malls, resorts, train stations and airports nowadays abound with eye-catching, high definition and

even audio capable digital signage. These futuristic and often beautiful displays are the perfect place to promote a mobile app.

Imagine office workers in a hurry to grab something to eat before their next meeting but lines are growing for lunchtime rush hour. Or cinema or theatre-goers desperate to eat something before their show starts but need something quick and convenient to make the opening curtain. Then imagine an advert for your mobile app popping up on a digital signage saying you’re just around the corner and promising speedy and convenient pre-order and pay so all they need to do when they get into your store is pick up their meal (that is already waiting for them) and head straight to their meeting/film/show in plenty of time. It’s a pretty compelling reason to download.

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Digital Marketing >>Print Marketing >>Onsite Promoting >>

Digital Signage at Adelaide and Sydney Airport. (Source: ScreenMedia Daily and Insider Retail)

Digital Signage ... continued

What better time to inform guests of a quick and easy way to click and collect their food when they’re in a rush and looking for somewhere nearby for a quick bite to eat. You can make it even easier for guests to download your app by serving up a QR code on the digital signage so they can scan it with their phone and be immediately directed to the app download page. This makes it easier for you to track the performance of digital signage advertising and edit messaging and call-to-actions to improve download rates.

A study of the impact of digital signage found that these displays motivate people into action more effectively than static displays. In fact, more than 100 times more people completed the call to action when it was promoted on a digital signage compared to traditional signage channels6.

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6 Understanding the effects of digital signage on sales and promotions

Social Media

How many times have you seen someone check-in to a museum,

theatre, airport or local attraction on Facebook and proclaim their excitement over what they’re going to see or where they are travelling to? If you’re anything like us, the answer will probably be: a lot.

Facebook and other social media channels stockpile valuable information about their users which - privacy issues aside - allows them to offer you very powerful targeting tools for advertising and promotion. Promoting your restaurant app via social media based on behavioral information is a great way to reach an audience that is most likely to be interested in what you’re offering. Local residents, tourists visiting the area, those who regularly check-in to airports, shopping malls or resorts where you operate restaurants and even those who regularly check in to your actual stores can be targeted.

And you can target according to more general information such as age and interests. Millennials and Gen Z are examples of two mobile native demographics that have proven time and again they have a ‘mobile first’ mentality, not only preferring to use mobile when given a multi-channel option but expecting brands to offer a mobile experience from the off-set7.

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7 Who Really Uses Mobile Order and Pay? QikServe

Social Media ... continued

For a long time now, social media has had a close and often lucrative relationship with food. To get an understanding of just how strong this relationship is, there are more than 19.7 million hashtagged photos of pizza, 13.4 million hashtagged photos of sushi and almost 12 million photos of the humble chicken doing the rounds on Instagram8. This ‘eat and tweet’ culture offers a perfect opportunity to spread the word about your restaurant app and even create a community around the unique proposition of your brand.

By encouraging guests to shoot and share photos of your food within the app while they’re in a ‘social mood’, is a great way to build buzz, not only around your brand, but around the mobile services you’re offering too. And you can provide incentives to help get more mileage out of your social campaigns:

• Offer free meals or drinks for liking and sharing information about the app

• Offer a monetary reward for retweeting posts on twitter and share reactions of the winners

• Start a referral competition – the more friends you can refer the app to, the more rewards you win

• Help make your app stickier by posting links to social media videos on how to make some of your brands’ most popular meals at home

…the potential with social media is endless. With a bit of imagination, you can build your social following, drive brand advocacy from that following and, importantly, get the word out about your new app.

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8 The 20 Most Hashtagged foods on Instagram, Sous Video Tools

Mobile Advertising

Geographically targeting mobile ads is an effective way to get your app in front

of customers who are travelling to, or are about to travel to, an area you service. By promoting your app on mobile sites that sell theatre or attraction tickets near your stores or train tickets to the airport you run concessions for, you can reach a very specific audience, encouraging them to download the app before they get there so they can pre-order, pay and pick up meals and snacks in a leisurely fashion rather than rushing and having little time to eat before their show, flight or whatever they might have planned next.

It also helps those customers dining with young kids. By letting parents know they

can pre-order their meal for pick up or to have it ready and waiting for them when they get to the restaurant is invaluable when the idea of sitting with three young, hungry, twitchy kids for any length of time is just too much to bear.

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Wi-Fi sponsorship

Trying to reach customers when they’re in the right frame of mind to download your app, when they have

a need and when it is most relevant to them is difficult to get right. But there is a perfect opportunity to promote the benefits of an order and pay app and that’s when they’re connecting to the shopping mall, resort or airport’s Wi-Fi.

In a frantic bid to avoid exorbitant roaming costs, the first thing most tourists do when traveling is to search for a decent Wi-Fi connection and nowadays most shopping malls and public areas provide service. Even if you aren’t a tourist, many locals look to connect to Wi-Fi rather than use up their data if they can. When customers open the Wi-Fi login page, for example in a resort or shopping mall they’re often greeted with information about useful amenities and services. This is a timely and relevant moment to promote mobile ordering as it taps into your customers’ appetite for greater convenience, speed and simplicity while they’re shopping or spending time in the area.

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Email advertising

As well as sending out your own emails to an existing database of customers (if you have one)

to promote the app, you can also advertize through relevant partners. For example, parking providers, shopping malls, local attractions in close vicinity to your stores, travel providers that offer services to areas you operate in – they can all email their customers to inform them of offers or to provide information and your app would be a highly relevant addition to the services promoted especially if you can target customers in specific geographies or age groups.

Resort, Shopping Mall or Local Attraction websitesAs you probably noticed with all of these suggestions, there is a common theme around the advertising channels we’re recommending to promote the app. It’s all to do with customer relevance and what digital channel could be more relevant than the websites of the area or place they have chosen to visit?

From your own experience, you probably go on to a hotel or resort’s website to check-in or change a booking or go to a shopping destination website to take a quick look at what shops there are to browse or which restaurants to dine at. You might go onto an attraction website to check opening times or what family-friendly services it offers. Again, this is the perfect time to capture

the attention of these customers and encourage them to enjoy the convenience of your app before they even arrive at their destination.

For example, a couple with their young family might decide to go to London to see certain famous attractions such as Madame Tussauds or the London Eye. When browsing on their websites to check ticket prices and opening times, they’re presented with an advert:

The promise of not having to find somewhere to eat then queue with a brood of hungry, twitchy children when you’ve got scheduled places to be and things to do would be incentive enough to use the app to pre-order and pay for food and drink close to the attraction you’re due to visit.

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In-app advertising

The primary objective of many of the channels we’ve mentioned above is

to encourage downloads. But how do you drive engagement with the app to generate those all-important sales?

It probably doesn’t come as much of a surprise that the more a customer opens and engages with an app, the less likely that app will be deleted9. We mentioned earlier that Ask Your Target Market found convenience vs. fully loaded functionality to be the biggest selling point for customers for mobile ordering apps. This means, above all else, your app must offer convenience to your guests. If it fails on this single point, your app will be wiped from a user’s phone and relegated to the 26% of apps that are uninstalled within the 1st hour of installation10.

Over and above convenience, customers need to feel your app offers additional value for them, whether it be usefulness, monetary value or something less tangible such as a sense of belonging and community.

In terms of usefulness, features such as upselling and cross selling items customers have ordered before or have a preference for, makes the ordering process that little bit quicker. Being able to re-order favourite meals with a click of a button would be an even better way of providing assistance.

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9 App retention improves, Localytics10 App uninstall rates, Apsalar

In-app advertising ... continued

When considering monetary value to keep your app sticky, advertising mobile-only ordering rewards is a good way

to encourage continued use of your app. The more customers order through mobile, the more rewards they receive. You might even consider going one step further and launching a mobile loyalty program where guests can earn loyalty points for prizes such as free meals or discounts with promotional tie-ins with other businesses.

Finally community

This might be the touchy feely stuff you might not see as valuable but in the marketing world, the idea of building an

emotional connection with a brand or getting customers to feel a sense of community with other users of a brand is a hugely important, long term and profitable strategy. By putting value on being part of something, customers often turn from passive consumers to active advocates of your brand. In-app advertising of your social communities, your social activities and the benefits of being a part of your wider brand community will encourage customers to get involved. The more they get involved and the more value they get out of being part of that community the less likely they are to sever ties and remove your app – the channel that connects them to your brand’s activities.

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En Route

The ROI of print advertising is notoriously difficult to determine but you could be successful in capturing the attention of potential customers

as they travel to areas where you operate with this traditional channel. By carefully selecting poster positions at approach routes, train stations, bus stations, along walkways in shopping malls or in strategic positions around a resort etc, you can promote the app and its benefits before the customer reaches your stores.

And what about driving staff awareness and app downloads if you operate within a resort or shopping mall? Make sure the thousands of mall and resort staff don’t go off-site during that lunchtime rush by letting them know about your app. By promoting the app with posters in communal staff areas and through existing staff communications channels, you can encourage them to dine in your stores and because they’re likely to be long term or frequent customers, you can even promote a staff-only loyalty program to make the meals you have to offer even more mouth-watering.

Flyers

Get your staff involved by handing out flyers or vouchers encouraging guests to download the new app. By targeting customers who are

waiting in lines or just entering eating areas, your staff can tell them that by using this app, they can quickly order and pay and then all they need to do is pick up their meal from an express counter without the need to queue.

By educating your staff and getting them involved in promoting your app, any questions that guests might have can be answered quickly and in person making sure that downloading and using the app is as quick and seamless as possible.

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Public relations

After working hard to build your app, it’s only natural to want to make a song and dance about your it when it

comes to launch day and one way to do that is by making a formal announcement to the press. Encourage journalists and editors to write about your new app by making sure you have high quality product images and a well written press release ready and waiting for them. The beauty of this story is that it would be of interest to a number of audiences and publications:

Trade Magazines• Hotel and Resort business magazines • Shopping business magazines • Technology (Mobile) • Restaurant (QSR, Fast Casual etc)

Consumer press • Shopping magazines • What’s on and attraction magazines • Local news • Technology news

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One of the best places to advertize your app is in and around the store itself. If a customer is in rush, they

might be put off by even the smallest line. By featuring your app on prominent banner displays outside your venues and emphasising the time-saving benefits on the banner messaging, you can encourage more customers to download and use it.

Table talkers are another means of promoting the benefits of the app to customers who are already at your venue. If they’re already seated at a table but it’s busy and they’re unable to catch the attention of wait staff, they might be tempted to download the app and order and pay if the information on how to do so is readily available to them. You might even take steps to incentize them further with an offer such as: “Download the app today and be in with a chance of winning free Bean2Cup coffee for a whole year!”

Onsite Promotion

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If customers are already seated and browsing your menu but again, it’s busy and they’re finding it hard to get the waiter’s attention, why not

advertize the app on the menu itself. You could include a QR code for them to quickly scan and download the app and accompany it with, “In a rush? Ready to order? Don’t let us keep you waiting – download our order and pay app here.”

Advertizing on the bill might seem a little late to be of any use to trigger an immediate download but it might prompt guests to use the app the next time they’re in store. In a recent survey about why people leave the restaurant without tipping or even paying, it was found that terrible service or being ignored whilst trying to pay were the top reasons for dine and dash incidents10. In light of this, if your waiter has delivered the check but is too busy to come back and take payment straight away, customers now have the option of quickly paying through the app and might be prompted to do so if an ad for this service was printed on the bill itself.

Staff are often restaurant businesses’ greatest assets and being able to train them properly to promote new services such as an app is a great way to encourage guest adoption and usage. It may seem contrary for staff to promote a self-service channel which essentially takes work away from them but it has its benefits for staff too. A mobile ordering and payment app can take pressure of staff during busy periods allowing them to focus on great customer service for those needing or wanting face-to-face service. By getting staff to encourage customers to download and use the app, especially during peak hours, you not only stand to gain more sales through faster service, but any questions customers might have on the download and use of the app can be answered straight away by well trained staff.

Onsite Promotion ... continued

2111 Dine and Dash Survey, QikServe

Who says you need to promote this app by yourself? You might consider a promotional

tie-in with a relevant partner. For example, attraction operators could offer a voucher or money-off coupon to customers who download the app. This will help boost downloads for you, offers greater value for the customer and helps drive footfall to specific attractions for the operator.

Taking a slightly different view on app promotion, here we look at gaining more downloads by optimising the visibility of your app within app stores and charts. It’s important to do some work around the key search terms for your app in exactly the same way you might do for your website in order to improve SEO. You might even consider employing the services of an app promotion agency to make sure you get featured in the app store and rank higher in the download or review charts.

Promotion

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Many but not all of the topics above have focussed on driving app downloads. And as

we’ve discussed previously, downloading an app is one thing but getting your customers to keep on using it is another. One way of improving the stickiness of your app is to provide additional value with a loyalty program.

The more customers spend, the more points they earn and the more offers and rewards they receive. Now whether you want your mobile app to integrate into an existing loyalty program or whether you want to create a mobile-only loyalty program to encourage app use, is up to you. There are pros and cons for both.

At the simplest level, you could offer a mobile stamp card whereby you digitally stamp the customer’s card every time they make purchase. When they’ve collected, say, 5 stamps, you could reward them with a free coffee or sandwich for example.

A slightly more sophisticated loyalty program is a tiered loyalty system where benefits and rewards are based on data like number of transactions, the customer’s lifetime value, average order value and so on. Using this type of program allows customers to earn points that move them closer to the next tier encouraging them to keep spending in order to reach a higher status and better perks.

But perhaps the greatest thing about a mobile order and pay app is the wealth of in-depth, valuable data you can capture for each customer building up a comprehensive profile of their preferences, behavior, tastes and the value they bring to your business. With this type of intel, you can build a program around customers’ location, preference and value. For example, a frequent customer who, over the past year has spent a lot of money at your various brands, has just arrived at a shopping area that you run the concessions for. As a thank you for their loyalty and to ensure this valuable customer continues to use the app, you’re able to offer a location specific, personalized reward:

By using the app, you’re able to pin point their location and from intel gathered from past behavior you’re able to offer the customer exactly what they want, and do it all through the convenience of their mobile device.

Loyalty

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Tiered loyalty diagram courtesy of www.sweettoothrewards.com

There might seem like a bewildering amount of options to choose from when it comes to app promotion and driving usage and you might be

wondering which channels work best for you. We’re not implying you try all of these methods (it would be hugely expensive for one thing!) but it’s worth taking a methodical, scientific approach to our suggestions.

Start by working out who, specifically, you’re trying to target. What their typical profile would look like and what are their behaviors or challenges you can solve for with this app. It might be people with families who want an easy way to order while juggling their fidgety children, it might be the rushed business man or woman who would use the app most often on their daily walk to work, it might even be the many resort or shopping mall staff that work in and around your stores every day.

Once you know exactly who you want to target, figure out which marketing channel would reach them most effectively. And if you don’t know? Test. Create a hypothesis and spend a small amount of money on finding out if your assumptions were correct. That way you can weed out the channels that don’t work so well and focus on the ones where you get the greatest return on your investment.

One thing is for sure, without getting out there and actively promoting your application you are doing your business, the technology and customers a disservice. You might be reluctant to invest in promotion in the short term but the pay-out in the long term will be worth it. The more guests use mobile, the more efficient your stores will be, the more customers will order and the better the interactions will be between staff that aren’t rushed off their feet and the guests they serve.

So go forth and get marketing! There’s a whole world of time starved, digitally savvy, self-sufficient customers eager to make their lives more convenient with mobile.

FINAL THOUGHTS

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ABOUT QIKSERVEQikServe is the leading global provider of technology that enables restaurant customers to order and pay themselves, on mobile, tablets, the web and kiosks.

Fully integrated with Oracle POS, QikServe is an enterprise level solution that relays your customer’s order directly to your kitchen via any device. QikServe delivers a seamless and consistent consumer journey across all your guest touchpoints and channels, from the point of ordering to ongoing engagement and loyalty programs. The QikServe platform is flexible, customizable, and can be rolled out as a single or multi-channel solution, scaling up as needed. Getting started with QikServe couldn’t be simpler. With out-of-the-box functionality, you can be up and running in weeks with a fully branded order and pay solution. And - even better - QikServe also gives you a unified interface and content management system for ALL your guest facing integrations, including payment and loyalty

QikServe enables you to:• Increase customer order value. Encourage guests to buy more and stay longer with built-in upsell

and cross sell prompts. A recent study of 1,000’s of transactions from QikServe clients showed an uplift of spend per head of between 50% and 73%.

• Keep your guests loyal. Improve customer lifetime value with personalized incentives and a differentiated, convenient mobile experience.

• Reduce staff costs. Take the pressure off existing staff and remove the need to hire additional staff during busy periods. Redeploy staff to hire value areas or for guests who want or need face-to-face assistance.

• Spread the word with social media. Amplify brand exposure and capture valuable customer feedback with integrated social media functionality.

• Improve operational efficiency. Remove the pressure from busy environments. QikServe improves order accuracy, lets customers relax and lets staff concentrate on great service.

• Flexible and tailored customer experience. Define the customer journey and configure available features to support any service model, from takeaway and quick service to high end.

• Boost profits with targeted marketing. Attract new customers and drive additional revenue with targeted marketing campaigns guided by detailed customer data and insights.

• Keep your brand at the center of it all. Customize our app with your logos and color scheme so your brand is up-front and center.

• Quick and easy deployment. Seamless integration with your existing payment gateways and POS systems.

Get in touch with us to find out how you can transform your guest-facing services with QikServe today.

www.QikServe.com US/Canada: +1 301-280-5923 UK/International: +44 (0) 131 290 224025