Ordering a pizza is going to become the most straightforward thing you've ever done
No restaurant in 2022 can survive just on word of mouth, not even the greatest ranch dressing in the world. Jet's Pizza, which serves a simple but delicious menu of Detroit-style pies, recognizes that advanced technology is the basket into which it must place its eggs if it is to thrive—and, according to QSR Magazine, the restaurant chain has discovered a way to use artificial intelligence to generate $100 million in revenue. No, this AI technology isn't as fancy as kitchen robots or delivery drones. Allowing people to buy pizza by text message is a much easier solution.
According to QSR, Jet's began experimenting with AI in 2019 and initially used text message ordering in early 2020. It's a system developed in collaboration with OrdrAi, and its power rests in its capacity to filter out irrelevant information in someone's text to identify their order. Aaron Nilsson, Jet's chief information officer, gives QSR a simple but effective example: if you indicate you want a Coke but the restaurant only stocks Pepsi goods, the AI will automatically add a Pepsi to your order.
When you send the SMS, the order is promptly tallied, and you receive an order confirmation text. When ordering for a group, you don't need to know how many pizzas and sodas would feed a crowd; instead, you specify that the order is for a party of, say, 12 people, and the AI suggests the appropriate amount of food (presumably based on the average person's pizza consumption, so maybe throw in an extra pie to be safe).
"I'm ordering more frequently because it's so simple," Nilsson says of Jet's text-to-order feature. "I think a lot of the websites that [use] radio buttons, check boxes, and photos are basically analogs of Sears and Roebuck catalogs from the 1950s."
Jet appears to be happy with the outcomes of its AI experiment. "Text to order generated $31.36 million in sales in 2021," QSR reports. "On average, sales of units equipped with this technology increased by 24% last year." Jet's Pizza reported in January that it had received over 2 million SMS orders. The innovation is currently present in around 85 percent of the 400-unit footprint."
But streamlining the text-to-order system does more than just make it easier to place a pizza order. The true value is that a robot never forgets the consumer.
OrdrAi keeps all of the data related with a text order for a Jet's Pizza—who requested the pizza, what the order contained, what time it was ordered, where it was delivered, and so on. The text system will remind the consumer to place the same order later, possibly the very following week, at a time that is optimized to fit the customer's schedule (or at least as far as AI can determine). To place the same order again, simply answer "yes" when prompted via text. Profitable, frictionless, and prodding.
"Now all we have to do is remember what you want and ask, 'Do you want to do it again?'"
'We have a decent overall take rate on it,'" Nilsson notes.
It's not that Jet's is the only restaurant utilizing this technology; rather, the profits it's created with this technique have been so impressive that we may anticipate more restaurants to follow suit. Previously, you had to download an app to interact with these businesses; now, they may actually come calling merely to check if you chance to be yearning some pizza.
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