Mobile ordering becoming a big business

Posted by | Latest news | September 08, 2014

Wellington web and mobile food ordering system Mobi2Go is expanding rapidly. The website, tablet and smartphone-ordering system that Hell Pizza and other eateries use,processes $2.5 million orders a month up from $1.5m a year ago.

Chief executive Tarik Mallet said it was in talks with investors to fund expansion into Australia which had quickly become its biggest market since launching there in March. Pita Pit and California Burrito are among its trans- Tasman clients.

Competition across the Tasman was, he said, similar to in New Zealand. There are plenty of portal sites and mobile apps that list eateries, but Mobi2Go is aimed at companies that have invested in their brand and want a dedicated website. Many of its customers are franchises.

It charges a flat monthly subscription rate regardless of the number of orders processed, so Hell Pizza pays the same as the Mt Vic Fish & Chippery.

“We spent a lot of time trying to work out what was the best model because the majority, if not all portal sites, will take a percentage of the sale. With franchises, who are a large number of our clients, that doesn’t work, so we charge a monthly fee for as many or few orders a site has. We don’t have any term contracts and our customers attrition rate is next to nothing.” The product was designed to be self-service so customers can go to the website, sign up and be up and running within a day for a basic site. “Hospitality people are busy, they’re not technologists.”

Most of its customers are now in Australia, with more in Singapore, Canada, Ireland and China. One just signed up from Costa Rica.

“We’ve got ourselves in a good position. The next year’s focus is all about Australia and overseas markets. Rather than being too scatter-gun, we want to focus in on key markets to get a foothold.”

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