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Creating an Honest Waitlist experience
PUBLICITY FOR HONEST BURGERS:
HONEST BURGERS - BACKGROUND:
Honest Burgers’ old clipboard waiting list system did not fit with the core values as an efficient, trendy and highly customer service focussed restaurant. So when they heard about Qudini they were the first in London to snap it up quickly. Their use of Qudini’s iPad waitlist system that allows their customer to track their position in the queue while they wait for a table has gained them significant notoriety in blogs, magazines and online review sites.
HONEST BURGERS - HOW IT WORKS:
Entering an Honest Burger’s restaurant on a busy evening customers are greeted by a member of staff with an iPad.
The waiter explains there’s a wait for a table but if they give their details they’ll get a text when their table is ready, and that they can even watch their position in the queue while they wait. After providing their details the customer receives a confirmation text with a weblink in it. Just before they leave the waiter reminds them to please drop him a reply text at any time if they want to cancel their table. The waiter may now continue his work on the restaurant floor whilst managing his waitlist customers from a light-weight iPad mini. Calling customers back at the click of a button when their table becomes available.
AFTER A YEAR OF USING QUDINI….
INCREASING PROFIT:
Qudini enables each Honest Burgers site to serve an additional 12 covers a night. That’s 360 extra covers served a month. This is because: • 70% of customers who no longer want their table will text
the app to let the staff know. So tables are not held open for no-show customers and as a result they’re turned faster.
• With the clipboard system staff had know way of knowing if waiting customers still wanted their table until calling them. Qudini saves them an average of 4 minutes per customer now that they may tell them to return by text at the click of a button. This equates to 2 hours a night of staff time saved.
• Customers also return quicker for their table when texted than they did when called, and because they may track their queue position while waiting they time their drinks better.
RETURN ON INVESTMENT:
By increasing the number of covers served each night Qudini ensures our client a 1000% return on investment on their monthly licensing of the Qudini platform. Whilst the system has also significantly improved the experience for their customers…
IMPROVED CUSTOMER EXPERIENCE:
10% of customers will go out of their way to positively comment on the app and how “cool” it is. Customers now return for their table in a more positive mood than they used to with the clipboard system. This is because the confirmation SMS and queue tracker weblink makes them for more secure and relaxed while they wait. Staff explain that customers trust being added to the “simple and trustworthy” app more than a cluttered clipboard. With Qudini there are significantly less complaints about the waits. As with the clipboard customers would often return before being called in order to complain and wait by the door. Now this doesn’t occur, allowing staff to focus on the service to customers inside the restaurant.
THE WEBLINK:
The queue position weblink receives over 10,000 clicks a month in the Soho site alone. 60% of customers added to the waitlist will visit the weblink. Customers will visit the page an average of 11 times each during their wait.…Some customers will even refresh the page up to 80 times. In this way Qudini is able to increase customer engagement with Honest Burger’s brand. The restaurants are now using opportunity to increase sign-ups to their mailing list.
ATTRACTING NEW AND REPEAT CUSTOMERS:
Customers often come to Honest Burgers because they have heard about the app and are keen to use it. The Soho restaurant often has customers come to them because they have left the physical queue at another restaurant in the area and would rather have the relaxed wait offered by Honest Burgers. Staff explain that the system has become part of the “Honest Burgers experience” and that it definitely encourages customers to choose their restaurant over others. Over the months the restaurants loyal customer base has increased, 70% of their nightly customers have visited an Honest Burgers restaurant before.
CUSTOMER TWEETS:
A SUBJECT FOR ONLINE REVIEWS:
FEEDBACK FROM THE FOUNDER:
"Our customers love Qudini's system! Logging in from the pub and seeing your place in the queue update live seems to be very addictive. They've made queuing easy, pain free and charming!”
- Philip Eeles, Founder, Honest Burgers
