Technology/Services

Paytronix Updates Ordering And Menu Tools

Open Dining acquisition unlocks new features
convenience store online ordering
Photograph: Shutterstock

NEWTON, Mass. — Paytronix Systems, a digital guest experience platform for restaurants, foodservice and convenience stores, has updated its Order & Delivery product.

The new capabilities are a result of Paytronix’s acquisition of Open Dining in 2019. Paytronix Order & Delivery now leverages guest intelligence driven by artificial intelligence (AI). Features such as Order Experience Builder and FEEDback can now be coupled with Paytronix’s loyalty and CRM products.

“A restaurant’s digital presence is now the primary way guests discover and interact with brands, so marketers need a cutting-edge platform that embraces this new reality,” said Andrew Robbins, CEO of Paytronix. “Offering a truly amazing guest experience isn’t just about a single transaction, but rather, it’s about developing relationships that extend over the long term and across all touchpoints.”

Paytronix’s Order Experience Builder provides the tools to create online menus. Using a drag-and-drop interface, users can now create online menus that guests can navigate on a mobile phone screen.

Retailers and foodservice operators have traditionally had two paths for creating a digital front end. A templated design that is simple to deploy but is undifferentiated; or a custom-built site that has a distinctive look but comes at a considerable time and expense. Order Experience Builder bridges that gap, providing the flexibility of a customized deployment with the speed and efficiency of a templated site.

Menu variant testing enables personalized menu versions to be displayed for guests based on preset brand parameters. A layer of artificial intelligence tracks multiple key performance indicators, from conversion rate to average order size, and automatically serves up the most effective menu.

Enterprise users can manage menus at every level, from nationally to regionally to locally. Items move up and down the hierarchy, and a menu developed in an individual store can quickly be rolled out to other locations.

Meanwhile, FEEDback facilitates instant responses from customers at the time that they place and receive their order. This allows managers to respond to comments in real time. AI-driven sentiment analysis allows negative comments to be flagged for immediate response.

“Digital ordering is central to how brands operate today, and that opens a huge opportunity to ensure that restaurants and c-stores can create the best experience for their guests throughout the customer journey,” said Tim Ridgely, head of Order & Delivery for Paytronix. “Brands must be able to manage the third-party marketplaces on one side of that journey and the delivery channel on the other. Then they need to hear back from their guests and maintain direct relationships for the long term. We’re focused on all of it.” 

Based in Newton, Mass., Paytronix is a provider of software-as-a-service customer experience management products for restaurants and c-stores. Paytronix works with more than 500 brands across 30,000 locations.

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