But tech savvy customers expect a quick response to their online requests: So it is essential to get their orders processed efficiently.

At first, Pedro's online orders came through third-party Web sites and printed on the restaurants' fax machine. But that meant that someone had to remember to check the fax machine and manually re-enter the order in the restaurant's POS system. During a supper rush, staff were sometimes hard-pressed to spare the time needed to complete the transaction. "When a fax came in and the counter people weren't paying attention, the fax could sit there for up to 30 minutes," Pedro notes.

The appeal of ordering online also stems from the fact that customers can peruse the menu at their leisure and choose exactly what they want. To meet their expectations, it is essential to get their orders right. Unfortunately, when the restaurant's staff re-entered the orders in the POS system, errors sometimes slipped in. Such mishaps ultimately caused the customer grief and cost the restaurant money.

Altogether, the online ordering fax option had many pitfalls. "We were always frustrated with the need to double process orders received by fax," says Ilana Teles, Mozzarella Di Bufala's office manager.

The Solution: Streamlined POS Integration

In the fall of 2006, Mozzarella Di Bufala's POS provider, SpeedLine Solutions, Inc., announced the release of OrderLink Gateway, a complete toolset for integrating Web orders to the POS. Pedro was the first in line to implement the new technology in his restaurant.

OrderLink Gateway gave Pedro the flexibility to integrate his SpeedLine POS with the Web order service of his choice. There was no need to start over from scratch: SpeedLine simply worked with Golicious, Pedro's Web ordering portal to complete the integration.

The Results: Speed, Accuracy, & Labor Savings

"Now the order goes right to my POS printer in the kitchen," Pedro says. "This is what I've been chasing for years."

With OrderLink Gateway, Mozzarella Di Bufala can now provide their online customers with speedy and error-free service, thus increasing satisfaction and loyalty. And that's not all: The restaurants also save on labor. "Having our online orders go straight to the POS lets us handle more orders with less staff," Ilana points out.

Moreover, targeting tech-savvy patrons with email offers is a cost-effective way to build sales. "We now have a revolutionary way of engaging with and communicating to our customers via the Internet," Ilana says.

This year, Mozzarella Di Bufala has received recognition for the excellent service they're providing to the online community: They've won AOL City Guide's 2007 award for Best Pizza in San Francisco, an enviable accolade rewarding their willingness to embrace new technology in response to their customers' evolving needs.

About SpeedLine
SpeedLine is the leading provider of intelligent solutions for pizza point of sale. A total pizza information system, SpeedLine helps restaurant operators and enterprise chains operate more efficiently and profitably. With offices in Lynden, WA, and Vancouver, BC. SpeedLine (www.speedlinesolutions.com) serves customers in the USA, Canada, and Europe.

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