Improving customers satisfaction and safety by implementing integrated systems.
Despite a unique environment, Outback Steakhouse Australia is constantly refining its dining experience to improve customer satisfaction and safety.
With the help of Oracle, the brand recently integrated systems for online reservations and contactless ordering and payments into its current Oracle MICROS Simphony Point-of-Sale (POS) system. Now, Outback’s eight Australian locations have a single source of data, while providing customers a rewarding, yet safer, visit. Outback also leveraged MICROS Simphony to bolster online ordering and keep its business moving during the pandemic.
“Now that customers can reserve a table online and order directly from their mobile device via a QR code located at the table, our servers can focus solely on a patron’s tableside dining experience – such as answering questions on daily specials or drink selections,” said Mike Palmer, operating partner, Outback Steakhouse Australia. “Our dining captains use Oracle MICROS tablets to help guide patrons through the selection process of their meal and then customers can order and pay from their mobile device for a fully contactless experience. Streamlining our front of house operations has created a higher value, lower touch engagement tableside that doesn’t fall short on hospitality for our customers.”
With the integration of online reservations and contactless payment systems through OpenTable Pro, diners can simply complete an online reservation from the Outback Steakhouse Australia website, or the OpenTable mobile app. Since July 2020, over 100,000 reservations have been placed across the brand’s eight restaurants.
Now, Outback Steakhouse Australia can track a customer’s entire dining experience, from their online reservation, to arrival at the restaurant and through to closing out the check. The brand is seeing approximately 10 per cent of all transactions through contactless menus at the table, and customers that use this low-touch option tend to also have a higher transaction value. With built-in restaurant analytics, Oracle MICROS Simphony POS also provides the brand with insights into preferred dining times and the popularity of specific menu items.
In the earlier days of COVID-19, Outback Steakhouse Australia also used Oracle MICROS Simphony to transform its off-premises business. The restaurant integrated Order Up!, a secure online ordering system for restaurants, with MICROS Simphony to grow revenue and increase customer satisfaction.
Online orders are automatically routed through the platform and sent to the kitchen at exactly the right time, so delivery deadlines are met, and high quality is maintained. The introduction of online ordering also reduced labour costs and increased order throughput. Prior to COVID-19, approximately 10 per cent of Outback Steakhouse Australia’s sales were from delivery and takeout. That rose to 100 per cent during stay-at-home orders, and has now leveled out to around 17% of their business as indoor dining returned.
The open API architecture of Oracle MICROS Simphony POS was instrumental to a seamless integration. Order Up! is a member of Oracle PartnerNetwork (OPN) and was connected to MICROS Simphony POS via third-party, Doshii.
“Prior to COVID-19 we considered taking our takeout business online to free up staff to concentrate on the customers dining in the restaurant,” added Palmer. “Having an integrated robust online order and delivery system was ultimately the key to our business staying open.”
Tags: OracleOutback Steakhouse
