Dickey’s Barbecue Pit was presented with Hospitality Technology’s Industry Hero Award for improving the user experience of its customers and its franchisees during the pandemic.
STEPS TO SUCCESS
At the beginning of the pandemic, Dickey’s completely redesigned its e-commerce site to optimize functionality for mobile users. The upgraded site features enhanced speed and performance, an elevated user experience with fewer clicks and an easier navigation to follow, all of which contributed to a 42% increase in Dickey’s digital sales and 122% increase in site traffic.
Dickey’s also integrated Chowly, a third-party delivery consolidation platform, into its online ordering system. After onboarding the new service, average sales across all locations increased 133.8%, with one Dickey’s franchisee seeing an oﬀ-premise sales growth of over 400%!
FOCUS ON SERVING THE FRANCHISEES
Two of Dickey’s franchisee-facing resources, an intranet portal named the Smoke Pit and Dickey’s proprietary reporting system, SmokeStack, were also restructured. These give Dickey’s franchisees access to resources directly from their mobile devices. Franchisees embraced the improvements and Dickey’s saw a 50% decrease in reporting and resource issues.
See what CIO Carissa De Santis has to say about her team receiving HT's Industry Hero Award.
Mad About Mobile
Under the leadership of De Santis, Dickey’s engaged in market research and development to introduce an entirely new digitally focused user experience for mobile online ordering. Research studies for Dickey’s showed 90% of guests were coming to Dickey’s by using their mobile device. In less than 35 days, De Santis and her team completely redesigned Dickey’s e-commerce site to optimize the performance for mobile users. The site design enhanced speed and performance, which led to fewer abandoned carts, fewer clicks, less scrolling and an easier-to-follow navigation contributing to an immediate 42% increase in digital sales and a 122% increase in site traffic. In addition, online ordering increased 391% to about 2,500 checks a day and the average check size saw an increase of about 27%.