The casual dining giant, Red Robin is jumping on the online ordering bandwagon. Olo, a provider of online and mobile ordering platforms, has partnered with the restaurant chain to launch its digital ordering platform.
Olo’s technology has been integrated on Red Robin’s website, where guests can now place orders ahead-of-time and pre-pay for their pick-up order.
The Red Robin Royalty program has also been seamlessly integrated. The chains loyalty program has some high-value offers for members, including a free birthday burger, free 10th item, and $20 towards a 6th visit if the user visits five times in the first five weeks.
Users can also save “Favorites” and can even start a group order, where others can be emailed or given a unique link to join the order.
“We are proud to partner with Red Robin, a brand that is committed to enhancing the overall guest experience, and we believe this digital ordering rollout is a powerful development in the beloved gourmet burger chain’s drive to best serve its guests.” said Noah Glass, founder & CEO of Olo in a press release. “We look forward to providing Red Robin’s loyal guests with the convenience of pay ahead online ordering and restaurant pickup at its restaurants nationwide.”
The brand timed the launch of the online ordering platform with National Burger Month, which is coming up in May.
“Red Robin is focused on providing the highest quality food, service and experience to our guests, whether they choose to dine with us in-restaurant or take it to-go,” said Jason Rusk, vice president alternate platforms in a press release. “Burgers are highly searched online and through our partnership with Olo, Red Robin can expand our Gourmet Burger Authority by satisfying the tastes, wants and needs of guests across the country at their convenience.”
This looks like the next step to compete with the fast casual segment, which is way ahead in terms of online and mobile ordering. While Red Robin reported a guest count decrease of 2.9% in the Fiscal Fourth Quarter results of 2016, the company is expecting to grow market share again.
“The initiatives we put in place last fall – our new $6.99 every day value items, improved speed to table, and the 'Let's Burger!' ad campaign – are helping us grow market share again,” said Denny Marie Post, Red Robin Gourmet Burgers, Inc.’s CEO in a press release in January. “We outperformed casual dining industry traffic trends by 243 basis points in Q4 and saw further improvement in guest service ratings. Continuing this momentum and layering in off-premise initiatives later this year will help us grow in 2017 and beyond.”
It looks like the online ordering platform is part of a new initiative to encourage more take-out orders for those consumers on the go.