A data sample from more than 21,000 customer orders collected by Ordoo over the past year showed lunch venues using technology increased the size of their average customer basket spend by 9%.
The results show the sites have recognised the potential of being able to encourage the sale of higher value and popular, reordered items through customer intelligence and menu optimisation.
Some venues chose to target repeat customers with their most popular products while others boosted promotions they had at the time such as lunch meal deals.
In London, one lunch business boosted its basket spend by 7% through menu optimisation alone, allowing customers to add extra products, such as a drink, before an order was placed.
It meant these sites were able to learn, and optimise in real time, how their customers’ behaviour changed.
But lunch venues weren’t the only ones to get a boost from tech-related initiatives as the results of the sample showed coffee businesses also saw a 17% rise in customer spend.
Ordoo CEO Tom Dewhurst outlined how using technology means pub operators can up their game as well as their customer spend.
Mobile ordering technology
He said: “Finding a simple way to get your customers to spend 17% more, on their terms, is significant.
“These venues are simply using tech and business insight to better understand their customers and give them what they want, when they want it.
“Without mobile ordering, this wouldn’t be possible! Now many more venues can compete with the mobile ordering technology possessed by McDonald's, Starbucks and JD Wetherspoon.”