Dickey’s Tech Investments Pay Off
Dickey’s Barbecue Restaurants has made a series of tech investments that have improved the online ordering experience for guests and increased revenue for franchisees.
“We’ve been so fortunate that we’ve been able to continue to serve” during the pandemic, says Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants Inc. Like many restaurants, the barbecue brand ramped up its off-prem business, a move that was streamlined through technology.
When asked about tech investments, Dickey is quick to say, “The biggest upgrade we’ve had is being able to recruit Carissa De Santis.” Dickey and De Santis, both 2019 Top Women in Restaurant Technology award winners, met at MURTEC. “Having the right folks to build it” is essential.
Here to Stay: Contactless Delivery
In response to COVID-19, Dickey’s quickly added contactless deliveries, and it will continue to be an option. “It is one of the options our guests wanted immediately,” says Dickey. “And we were able to update the system quickly to add that field as an option.”
The curbside offering coincided with an upgrade in packaging.
Mobile First Online Ordering
Online ordering for off-prem, including curbside and third-party delivery orders, went from 30% of its business to 90% in five business days.
To maximize its off-prem even more, the brand partnered with Chowly to integrate orders from third-party delivery services.
Typically, Chowly integrates directly with a restaurant’s POS; however, with Dickey’s, Chowly’s functionality was integrated into Dickey’s proprietary online ordering system so that all franchisees -- regardless of their POS -- could benefit from the third-party delivery integration service.
Partnering with Chowly greatly expedited the rollout and adoption of third-party delivery, and Chowly’s solution eliminated the need for tablets.