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Tuesday, October 07, 2008

Chili's Solves Your Takeout Problems

Imb_chilistogo The restaurant chain Chili's has a new marketing campaign out called "Right and Right On Time." It is based on three surprisingly revolutionary concepts in the category of takeout food:

  1. They will get your order right
  2. They will give you an exact time to pick it up.
  3. They will print your order prominently on their packaging

For most restaurants, home takeout is an add on service. It is something they offer to customers who are in a rush, but do not consider it a main part of their business. Though there have been a few notable exceptions such as Outback Steakhouse's curbside pickup service, there is relatively little innovation in home takeout for the simple reason that no one is focusing on it. Chili's campaign has a simple premise summed up in the following spot - that you don't need to leave ordering carryout to luck anymore:

Simple, memorable, strategic and effective - and very likely to go "viral" not necessarily because of a great creative message but because a restaurant actually getting your takeout order right every time is worth talking about. Sometimes the best viral campaign is one where you deliver a great experience in an unexpected way.


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How is that revolutionary? Among other restaurant chains, Domino's and Pizza Hut started offering internet ordering a few years ago where you can visit a website, choose your selections and toppings, select a location for either pick-up or delivery, and again the receipt is attached to the order. You may be able to pay online, too, I think.

If the order is conducted online and not over the phone, how can it be handled incorrectly?

Nice post.
Thanks for sharing.

Hey thanks for that piece of information, yes though this service has already been in the trend by dominoz and pizza hut but this service being used as an add on by other restaurants is still not in may be it can be a revolution in that case.

Oftne times the simplest ideas are the most profitable. We'll see how it works out for them.

Regarding some of the other comments, I think Rohit is right in calling it 'revolutionary' in the sense that the context is a Casual Dining Restaurant (called CDR) category not fast food or fast causal. These distinctions are industry ones, not consumer ones, but I think they are valid distinctions for the argument. Take-out has always been an after-thought at sit-down type CDR places. Concentrating on it in this way probably hits on some of the pain points customers who frequent CDRs have.

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