The sports event of the year in America was held tonight, SuperBowl XLVII (47).
Rather than having a big “shindig” as we have done in previous years we decided we were going to take it easy and just order in some food for “the big game.” In prior years I’ve had up to 35 people over for SuperBowl poker parties, where we would start up at 1 p.m. and play cards before, during and after the Superbowl. With tons of food, a margarita machine and a keg of beer the events have gone over quite well in the past.
After thinking about what we wanted to eat we I decided to order some wings from our local Frisco Wingstop at 4:30 on Sunday. Unfortunately, their website wasn’t operating correctly so we had to call our order in after 10 minutes of frustration with their website. After getting ahold of someone we were told they couldn’t have our order ready before 6:45 p.m! That is a over a 2 hour wait! Simply unacceptable and I passed on that option.
I decided to see how well Dominos could execute since this was the biggest event of the year for eating out.
I logged onto Dominos website and ordered away with no problems. I ordered “carryout” since I didn’t want to deal with any further delays. Imagine to my surprise when I was told the order would be ready in 9 to 14 minutes. When I arrived I found 7 delivery cars in the parking lot and over 20 people working inside the small store. I picked up my order within a minute of walking in and I was on my way.
Good businesses are based on sales funnels
- Get sales leads (via word of mouth, txt message marketing, email marketing, direct marketing, etc).
- Convert leads to orders (systems in place to take orders is working smoothly)
- Execute orders (fulfillment with a smile. The key is to have systems that will scale. You should never have sales leads go wasted due to poor back-end execution).
The Bottom Line: Dominos executed flawlessly on SuperBowl XLVII at my location whereas Wingstop FAILED miserably.
Dominos generated sales leads (txt message marketing and email marketing are proving effective), their systems took orders flawlessly and they staffed up to handle the volume. The execution on one of the busiest days of the year was “flawless” and was like a normal business day. Wingstop wasn’t trying to get my business (I was simply craving wings), their website wasn’t functional and their execution was non-existent (2 hour delay).
Key Point: I decided to share this experience because each and everyday we are presented with opportunities to observe and learn from the success and failure of the businesses around us. What are they doing right and what are they doing wrong? Can we learn from their experiences and put it to work in our own businesses?
To Your Success in 2013 and beyond,