Today, on my drive to work, I was listening an episode of ‘The good, the bad and the buggy’ podcast – specifically the episode titled ‘Food for Thought’. This episode focused on the way technology has influenced the way we order food.
It has occurred to me that where I choose to buy pizza is more down to the quality of the online website than the quality of the pizza itself.
A lot of people will have heard of the well-known pizza restaurant Dominos. The pizza they sell there is pretty good, but I’ve always disliked their range of side orders. I’ve found them overpriced and lacking in choice. Dominos is also generally more expensive than other local pizza restaurants.
There was this local pizza restaurant in the town I went to university. The pizza was delicious, and the prices a lot more reasonable compared to Dominos. However, when a Dominos opened up in the town, I started getting my pizza from there instead. Not because of the quality of the pizza, which I’ve already stated was inferior to the other local pizza restaurant. Dominos had a really good online ordering system. It was so easy to use, even if you had a complicated order that required like extra pizza toppings. A pizza of my choice could be ordered in minutes. It even had a tracker saying how long it would be before my pizza arrived.
This improved the user experience so much that I preferred to order my pizza from Dominos. The introduction of a good online ordering system has helped improve their customer base, and their profits. It shows how much value can be gained from investing in technology as well as pizza.
Companies are now relying a great deal on developing technology to boost sales. Technology can be used to improve the product or service they well. However, there does seem to be more focus on user experience. Happy customers are more likely to return and spend more money.
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