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Unburdening Life: How A Direct Ordering Platform With Integrated Back-End Solutions Makes Business Less Complicated

Unburdening Life: How A Direct Ordering Platform With Integrated Back-End Solutions Makes Business Less Complicated

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Is there a technology platform that integrates direct ordering functions with service quality controls, kitchen coordination, customer database management and the Holy Trinity of menu engineering-inventory management-costing? Yes, says Amlan Ghose, Managing Director, Prologic First, a leader in the business of Cloud-based integrated solutions.

Is there a technology platform that integrates direct ordering functions with service quality controls, kitchen coordination, customer database management and the Holy Trinity of menu engineering-inventory management-costing? Yes, says Amlan Ghose, Managing Director, Prologic First, a leader in the business of Cloud-based integrated solutions.

By GO DIRECT Staff

Is it possible for the delivery kitchen of a dine-in restaurant to replicate its service style when a regular guest phones in an order (or does it via its proprietary website)?

Can a phone-in (or online) customer be so specific as to ask to be served sautéed spinach, and not sautéed vegetables, on the side, when she places her order?

Is there a technology platform that enables an order taker at a restaurant to surprise a caller by suggesting her favourite dish, just in case she wishes to order it again? It could be a good way to stretch the order value!

THESE questions are on top of Amlan Ghose’s mind as he, being a leader in the business of providing Cloud-based integrated solutions to the hospitality sector, takes direct ordering to another level – personalisation. And he flags these concerns as a regular customer of restaurants – not as a technology solutions provider. “What we need today is direct ordering combined with that personal touch we expect from quality restaurants,” Ghose points out.

As restaurants such as AD Singh’s Olive Bar & Kitchen and Avantika Sinha Bahl’s Kampai integrate deliveries into their operations (read about their individual experiences in this e-newsletter), they will come up against a host of service quality issues. As they brace themselves to address the quality expectations of their loyal customers, which don’t diminish just because someone’s ordering in, the delivery verticals of dine-in restaurants are in urgent need of a technology platform that could make service quality management easier to handle – and also do more than just that. Ghose says he is ready with exactly such an integrated solution.

Is it possible for the delivery kitchen of a dine-in restaurant to replicate its service style when a regular guest phones in an order (or does it via its proprietary website)?

Can a phone-in (or online) customer be so specific as to ask to be served sautéed spinach, and not sautéed vegetables, on the side, when she places her order?

Is there a technology platform that enables an order taker at a restaurant to surprise a caller by suggesting her favourite dish, just in case she wishes to order it again? It could be a good way to stretch the order value!

THESE questions are on top of Amlan Ghose’s mind as he, being a leader in the business of providing Cloud-based integrated solutions to the hospitality sector, takes direct ordering to another level – personalisation. And he flags these concerns as a regular customer of restaurants – not as a technology solutions provider. “What we need today is direct ordering combined with that personal touch we expect from quality restaurants,” Ghose points out.

As restaurants such as AD Singh’s Olive Bar & Kitchen and Avantika Sinha Bahl’s Kampai integrate deliveries into their operations (read about their individual experiences in this e-newsletter), they will come up against a host of service quality issues. As they brace themselves to address the quality expectations of their loyal customers, which don’t diminish just because someone’s ordering in, the delivery verticals of dine-in restaurants are in urgent need of a technology platform that could make service quality management easier to handle – and also do more than just that. Ghose says he is ready with exactly such an integrated solution.

SEE ALSO: Can Technology Become an Enabler of Branding? A Restaurateur & Branding Guru Weighs In

A HOSPITALITY-FOCUSED TECH LEADER

THE WORDS of the Managing Director of Prologic First carry weight because his organically growing employee-owned company, which is 20 years old and operates out of New Delhi, Dubai and London (and works through a partner in Malaysia to service the APAC market), has an expanding list of reputed hospitality clients who keep coming back to him.

Prologic First offers three kinds of solutions:

(a) Property Management System (PMS), which enables companies such as Sterling Resorts manage multi-property operations and consolidate data on availability of rooms as well as guest histories (it works also for multi-city, multi-brand restaurant chains);

(b) Cloud Solutions, which are being employed by Evolve Back (the company formerly known as Orange County) and Cygnett Hotels and Resorts; and

(c) Hospitality ERP, which integrates a slew of back-end operations, from procurement, inventory management and costing to service contracts and the entire gamut of accounting for clients such as The Leela, IHCL’s Vivanta and SeleQtions Hotels brands, and The Lalit.
Additionally, for F&B operations, Prologic First is active in the Oracle and Opera market segment of five-star hotels in India, Dubai and the APAC.

THE WORDS of the Managing Director of Prologic First carry weight because his organically growing employee-owned company, which is 20 years old and operates out of New Delhi, Dubai and London (and works through a partner in Malaysia to service the APAC market), has an expanding list of reputed hospitality clients who keep coming back to him.

Prologic First offers three kinds of solutions:

(a) Property Management System (PMS), which enables companies such as Sterling Resorts manage multi-property operations and consolidate data on availability of rooms as well as guest histories (it works also for multi-city, multi-brand restaurant chains);

(b) Cloud Solutions, which are being employed by Evolve Back (the company formerly known as Orange County) and Cygnett Hotels and Resorts; and

(c) Hospitality ERP, which integrates a slew of back-end operations, from procurement, inventory management and costing to service contracts and the entire gamut of accounting for clients such as The Leela, IHCL’s Vivanta and SeleQtions Hotels brands, and The Lalit.
Additionally, for F&B operations, Prologic First is active in the Oracle and Opera market segment of five-star hotels in India, Dubai and the APAC.

INTEGRATED APPROACH TO DIRECT ORDERING

BEING A SPECIALIST in providing integrated solutions, Prologic First has a direct ordering platform that also addresses the questions we asked at the beginning of the article. To the software that manages order taking, linking up the customer with the payment gateway, and coordinating with the delivery service, the platform integrates five additional functions – service quality management, kitchen coordination, customer database management and the trio of menu engineering, inventory management and costing.

Even for cloud kitchens, where volumes matter more than the personalisation of the customer experience, an integrated solution is a better option for a good reason. With more and more cloud kitchens getting multiple menu offerings across cuisines prepared at one location, they need a direct ordering platform with the capability of not only handling multi-cuisine orders, but orchestrating the responses of the multiple kitchens within one location.
If the cloud kitchen specialises in one kitchen, even then there’s a clear need for coordination between the cold and hot kitchens and the dessert counter so that each order gets executed and assembled seamlessly.

BEING A SPECIALIST in providing integrated solutions, Prologic First has a direct ordering platform that also addresses the questions we asked at the beginning of the article. To the software that manages order taking, linking up the customer with the payment gateway, and coordinating with the delivery service, the platform integrates five additional functions – service quality management, kitchen coordination, customer database management and the trio of menu engineering, inventory management and costing.

Even for cloud kitchens, where volumes matter more than the personalisation of the customer experience, an integrated solution is a better option for a good reason. With more and more cloud kitchens getting multiple menu offerings across cuisines prepared at one location, they need a direct ordering platform with the capability of not only handling multi-cuisine orders, but orchestrating the responses of the multiple kitchens within one location.
If the cloud kitchen specialises in one kitchen, even then there’s a clear need for coordination between the cold and hot kitchens and the dessert counter so that each order gets executed and assembled seamlessly.

OTHER BENEFITS OF PERSONALISATION

A PERSONALISED direct ordering platform can also encourage more customers, especially time-starved corporate executives, to book their meals in advance, with their food and drink preferences clearly stated, and instructions for the chef.
“Restaurants may turn back and ask me, ‘What if the customer does not show up?’,” says Ghose. “To them I would like to say, offer this as a service to your regular guests, who you know wouldn’t back out. And for those you don’t know, insist on pre-payment for pre-orders. Restaurant operators, in fact, may prefer this arrangement because they then wouldn’t have to disturb a conversation to place orders or make the payment in front of the guests.”
Clearly, a technology solutions provider’s work doesn’t end with setting up a direct ordering system. That is only the beginning. The yawning need gap in the food delivery business is the absence of one integrated solution that could tie up the many disparate threads that has made the life of restaurateurs and cloud kitchen operators more complicated than before.

A PERSONALISED direct ordering platform can also encourage more customers, especially time-starved corporate executives, to book their meals in advance, with their food and drink preferences clearly stated, and instructions for the chef.
“Restaurants may turn back and ask me, ‘What if the customer does not show up?’,” says Ghose. “To them I would like to say, offer this as a service to your regular guests, who you know wouldn’t back out. And for those you don’t know, insist on pre-payment for pre-orders. Restaurant operators, in fact, may prefer this arrangement because they then wouldn’t have to disturb a conversation to place orders or make the payment in front of the guests.”
Clearly, a technology solutions provider’s work doesn’t end with setting up a direct ordering system. That is only the beginning. The yawning need gap in the food delivery business is the absence of one integrated solution that could tie up the many disparate threads that has made the life of restaurateurs and cloud kitchen operators more complicated than before.

By Sourish Bhattacharya

Published On: 10/08/2021

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