ADDRESSING ALL WANTS AND NEEDS
The goal in mind was to give Rí Rá and its employees a tool that helped them easily control their beverage list while also catering to the consumer’s evolving taste. Struck went into detail with this, revealing that they “wanted to develop an application that gives customers the information they wanted, gives them an opportunity to learn something new about the products (or to find a new product) and to do it with something cutting edge, giving us a point of difference from our competitors.” Uncorkd’s customizable and informative platform grabbed Struck’s attention and he immediately knew he wanted to give digital iPad menus a try.
RÍ RÁ MAKES THE TRANSITION TO TECHNOLOGY WITH UNCORKD
Working with Uncorkd, Rí Rá integrated iPad menus at several locations, giving each restaurant its own distinctive feel with a completely customized menu that inspired consumers to explore the selections they had to offer. Uncorkd set up the menus from start to finish, organizing all whiskeys and beverages into categories and giving extensive descriptions for each drink. The menus are divided up by geographic region and distillery, with notes and history about each distillery providing further insight into each whiskey on the menu.
THE IMPLEMENTATION OF DIGITAL MENUS LEADS TO IMMENSE SUCCESS
Once Uncorkd and iPad menus made their debut at the Irish pubs, Rí Rá experienced immediate benefits from the program that positively impacted the restaurant, its employees and its customers.
The menus allowed Rí Rá to arrange and rearrange products whenever they pleased, helping with the restaurant’s organization that they struggled with previously. “The back-end application is very easy to use and adding products can take seconds if it’s in the database already, or minutes if it isn’t,” Struck explains. No longer did Rí Rá employees need to worry about the cost associated with adding items to their menu or disappointing a customer when they run out of a certain beverage, because updates were now as easy as a click of a button.
Struck has also made use of the features function, stating that “this kind of indirect selling involving special or feature items is getting more clicks and sales.” Customers that wouldn’t take a second glance at one item are becoming excited over a drink that the restaurant recommends, leading to more sales and happier customers.
In relation to customers and employees, Struck raved that “every single person that comes in contact with the application is impressed and loves to use it!” The menu creates a conversation point, and employees use it as a chance to build a relationship with customers. “Once they start to show the customer how it works and the information they can find on it the sales really start to build,” says Struck. Rí Rá witnessed a marked increase in whiskey and cocktail sales at their locations, while being able to push slower moving inventory at a much quicker pace. Struck believes this is related to the time customers spend on the app, researching and exploring their selections. Customers find the interface easy to use and much more informational than traditional menus.
Using the back-end analytics tool has completed the Uncorkd experience for Rí Rá. Each location has been able to better customize their offerings based off of the ability to track what people are ordering. With this function, Struck can see what items are clicked on most and from there, determine what information in each section is attracting customers. Utilizing the analytics tool has helped Rí Rá to understand how and why certain items sell, enabling them to apply their findings to slower moving inventory in order to increase sales.