Impact of Online Ordering and loyalty
+40%**
Increase in Online Ordering YOY
+10%*
Increase in loyalty sales within 3 months
*Pulled from internal data, 07/01, 09/30, and 12/01, 2024
**Pulled from internal data, comparing H1 2023 – H1 2024
Meet bb.q Chicken
On most menus, "bbq” means "barbecue” — but for bb.q Chicken, there's more to the story. For this hugely popular restaurant chain, "bb.q” stands for "Best of the Best Quality” and its brand promise is to serve the crispiest, juiciest, tenderest, and most delicious Korean fried chicken on the market.
Originally founded in Seoul, South Korea, the business has expanded to over 3,500 stores around the world, with locations in 57 countries. That speaks to the success of the restaurant's concept, which takes a casual, local favorite — classic Korean fried chicken — and combines it with an eclectic selection of signature recipes to create unforgettable flavors.
The challenge: Innovative food deserves innovative delivery
For the team at bb.q Chicken, delighting customers with delicious dishes and exceptional service is a top priority. To that end, it was essential to build a user experience that would enable diners to order what they want, when they want, and where they want. "We're always looking to meet our customers where they are and make the online ordering experience easy to use,” says Joseph Kim, U.S. CEO at bb.q Chicken.
Unfortunately, that was easier said than done. The company's online ordering partner and third-party delivery platform just wasn't delivering as promised, and the team lacked confidence in its long-term viability. To truly elevate the virtual customer experience, they knew they needed to change to a platform that offered superior products and services at a better price.
The solution: Winning loyalty through a branded mobile app
After evaluating the different options on the market, bb.q Chicken switched from its previous third-party platform to Online Ordering with DoorDash, and the company saw its year-over-year sales increase by 40%.** There were many reasons why Online Ordering made digital commerce so much easier for both the company and its customers:
All restaurants that rely on DoorDash for delivery automatically have access to Online Ordering; the solution is included with all partnership plans.
Online Ordering can be set up and launched for free in under an hour, and seamlessly integrates with the merchant's existing POS system.
The merchant can customize their online ordering channel to suit their unique brand and link their website, online menu, and social media to it.
But perhaps the biggest differentiator was the ability of the team at bb.q Chicken to roll out a fully on-brand, customizable mobile app for their customers. Compatible with both iOS and Android devices, the app was integrated with an out-of-the-box loyalty program integration courtesy of SpendGo, enabling bb.q Chicken to drive even more repeat business.
The impact of a fully integrated, user-friendly loyalty program has been significant. When bb.q Chicken was looking to augment its online ordering experience in the summer of 2024, only 25% of sales used or collected loyalty rewards. After launching its app with DoorDash, this had increased to 35% just three months later — and by December 2024, loyalty sales accounted for about 38% of all orders across the website and app.*
"Through our partnership with DoorDash, which powers both our Online Ordering experience and mobile app, customers can now seamlessly place orders for pick-up and delivery, while also earning and redeeming loyalty points through our new bb.q rewards program.”
All of this was enabled at a reasonable cost, since there are no commissions with Online Ordering from DoorDash. The merchant only covers payment processing, which is 2.9% plus $0.30 per order. This meant that DoorDash was by far the most compelling financial option for bb.q Chicken.
"The combination of making the switch to Online Ordering and adding the app allows us to provide a more accessible, reliable service for our customers which led to a significant boost in sales. A total game-changer for the business."
With easy Online Ordering, demand for bb.q Chicken is on fire
The ddeok-bokki and Gangnam Style wings are hot, and so is the demand for them. By making the difficult decision to switch vendors when their previous online ordering partner wasn't providing the value they needed, the team at bb.q Chicken has set up their business to thrive, and given their digital guests the convenience that today's customers expect.
"This is a huge step forward in bb.q's digital transformation, making things more convenient and enjoyable for our customers and driving business for bb.q Family franchisees,” says Kim.
Is your restaurant business ready to transform the way you deliver not just takeout, but digital experiences? If so, then it's time to take Online Ordering with DoorDash for a test drive.
*Pulled from internal data, 07/01, 09/30, and 12/01, 2024
**Pulled from internal data, comparing H1 2023 – H1 2024
