Background
Kelseys is a casual roadhouse restaurant brand with more than 65 restaurants, serving favourites such as burgers, wings and spinach dip. Recipe Unlimited, formerly CARA, operates and franchises a portfolio of more than 1,100 restaurants.
The Kelseys engagement has its own brand requirements and development history within Visionmax’s relationship with Recipe. Its ordering services must represent a varied roadhouse menu while keeping customer channels connected to restaurant operations.
Recipe’s in-house development and creative teams build and brand the current web and mobile front ends. Visionmax supplies the underlying VECOM APIs and application functions and continues to provide the call-centre agent application.
The Challenge
A restaurant menu and its promotional offers change over time. The ordering system needs to represent the right products, configurations, prices and coupons across customer and agent channels.
A successful checkout is only part of the process. The restaurant needs the order available in its POS, the kitchen needs the preparation information, and staff need the appropriate payment and fulfillment workflow.
The application must remain adaptable as the brand’s digital experience, loyalty program and restaurant systems evolve.
The Solution
Visionmax uses its Enterprise Customer Order Management platform to connect Kelseys’ ordering channels with the business rules and restaurant integrations behind each order.
Catalog and e-commerce services: Recipe’s digital front ends use VECOM APIs for the product catalog, menu choices, pricing and ordering functions. Visionmax’s continuing work supports the brand’s changing products and offers.
Promotions and loyalty: The ordering application supports specials and coupons alongside Scene balance lookup, points redemption toward meals and earning on paid orders.
Call-centre support: Agents use Visionmax’s application to take live phone orders and troubleshoot customer situations. IVR integration and shared enterprise services connect assisted ordering with the same operational foundation as digital orders.
Order delivery to restaurants: Pickup and delivery orders are transmitted to the restaurant POS for automatic kitchen printing, lookup and payment handling, including reconciliation for applicable driver-delivered orders.
Ongoing development: Visionmax maintains the application and integration layer as brand requirements and Oracle POS environments change, including the broader transition from legacy Micros to newer Simphony technology.
The Results
Kelseys has an application foundation that connects its branded ordering experience with menu rules, promotions, loyalty and restaurant fulfillment.
Customer-facing development and restaurant integration can evolve on their own schedules while using VECOM’s common order services. Call-centre agents continue to have a dedicated application for taking orders and supporting guests.
The continuing engagement supports the operational life of the brand’s menus and offers, extending well beyond the initial implementation.