cbe ltd seamus mc hugh
DESCRIPTION
CBE Ltd Seamus Mc Hugh Presentation at the Hospitality Expo 2012. Dublin RDSTRANSCRIPT
“Using IT Systems To Cut Your Costs And Grow Your Profits”
Presented by: Seamus McHugh
CBE Marketing Manager Ireland & UK
Introduction
• CBE - Ireland’s No 1 EPoS Supplier
• Over 30 years in business
• Have installed 30,000 lanes of POS systems and cash registers
• CBE EPoS handles 3 million customer transactions every day
Sample Customers
1. Controlling People – Controlling Profit
2. Controlling Product
3. Controlling Process
4. Reports – Data Mining
5. Loyalty
6. Marketing
7. Other markets
8. Recap
9. Q & A’s
Topics
1. Controlling People – Controlling Profit
1. Controlling People – Controlling Profit
• Cash control – Voids– Refunds– No sales– Blind declarations for End Of Day Reports
One cashier taking €100 per week
= €5,200 per annum walking out the door
1. Controlling People – Controlling Profit
• Clerk control– Secure operator log in– Clerk details on End Of Day Reports– Journal by clerk– Two drawers
1. Controlling People – Controlling Profit
• Employee contests– Daily– Weekly – Monthly
An employee up-sells one extra bottle of wine per day @ approx. €25 each
= €9,125 per annum extra revenue
2. Controlling Product
2. Controlling Product
• Margin control– Examine margins per product: cost price v selling price
• Inventory Control– Create and receive purchase orders– Alerts to replenish products before they are sold out– Carrying too much stock– Track wastage through EPoS system
2. Controlling Product
• Inventory Control (continued)– Maximise EPoS functionality and include all items on
the screen layouts– Regular stock takes
• Product Set-up– Ensure correct VAT rates assigned to each product– Monitor use of Open Departments
70% of all shrinkage can be traced back to staff through poor practice or direct pilferage
3. Controlling Process
3. Controlling Process
• Increase speed of service through improved throughput of orders and kitchen flow– Handhelds– Kitchen printers/screens
One extra dessert paid for per service @ approx. €5.50
Two extra coffees paid for per service @ approx. €2.50 each
= €7,665 per annum in extra revenue
3. Controlling Process
• Handhelds improves efficiency of managing tables
• Table Management
One extra table turn per service @ approx. €30 each
= €21,900 per annum in extra sales
4. Reports – Data Mining
4. Reports – Data Mining
• Analysis of reports can provide the data necessary to make the right business decisions that will increase your profits
• Automatic end of day reports• Date based reports• Email reports• Export reports to accounting software
4. Reports – Data Mining
• Sample Reports:– Margin reports - Worst sellers by margin could be best
sellers by volume– Hourly PLU Report– Menu analysis, drink analysis
5. Loyalty
5. Loyalty
• It is 3-5 times more expensive to acquire a new customer than to keep an existing one (Harvard Business School Press)
• The aim is to increase positive behaviour rather then discount existing behaviour
• Understand customer motivation• Encourage dialogue and feedback from customers• Build the bottom line: entice customers to spend more
and to do it more often
6. Marketing
6. Marketing • Email Marketing• Text Based Marketing• Commercial message on receipts• Screen saver on Touch Screen• Digital Marketing
– Advertising screens
Research has shown a 25% sales uplift on products displayed on digital advertising screens
7. Other markets
7. Other markets
8. Recap
8. Recap
Who will win in this economic environment?
The business owners who: – Take advantage of the data supplied by their IT systems
Cashier control €5,200 per annum
Cashier up-selling €9,125 per annum
Order Efficiencies €7,665 per annum
Extra table turns €21,900 per annum
Total – €43,890
9. Q & A’s
Presented by: Seamus McHugh
CBE Marketing Manager Ireland & UK
Tel: 1890 373000
Email: [email protected]
Thank You
Any Questions?
9. Q & A’s