Sometimes innovating means working in the dark, with no clear results in mind. That's the situation at Extreme Pita, the Ontario, Canada-based chain of 230 sandwich shops. Whether or not customers ask for it, receipts in the chain's Arizona locations show the fat, calorie and carb content of their orders, plus a fun nutritional fact about Extreme Pita's menu.
The receipt is more a marketing gambit than an educational one. “What we're really looking for is to make that connection with customers,” say Alex Rechichi, co-founder and president of the quick-service chain. As a chain that touts a healthful, fresh menu, “it's important for us to provide [nutritional] information and not hide anything from customers,” he says.
The software costs about $1,500 to install and bears a monthly service charge of about $200. Is it worth it? Rechichi has no idea—at least not yet. When the software rolls out systemwide next year, Extreme Pita will offer a coupon on each receipt, and then measure the return. In test, such coupons yielded an 8 percent to 12 percent return rate, Rechichi says.
Like Extreme Pita, Chicago-based Stir Crazy is rolling an innovation without being sure of the results. In March, the chain began offering Cook Like a Wok Star classes at all 12 locations.
Lisa Bertagnoli
Chain Leader
May 1, 2008
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Extreme Pita’s receipts show calorie, fat and carb content of the meals. The receipts, scheduled to roll out systemwide this year, "reaffirm our position as a healthy QSR," says Alex Rechichi, co-founder and president. |
