Business Transformation Study
I learned about DTT as a SUBWAY® operator. DTT was their preferred vendor and so I installed the systems at my stores. I then installed them at my Dunkin Donuts locations as well and most recently into my Edible Arrangements stores. I’ve been a DTT customer for close to 10 years now and have been pleased since the very beginning. I have a great deal of knowledge about the systems and encourage Edible Arrangements operators to take advantage of what DTT brings to the table. I explain to them that you are not just selling a DVR or recording system – you do so much more than that. I’ve been in QSR for 30 years…dating back to when we used VHS tapes! I’ve seen a lot of surveillance vendors but nothing like DTT.
“The subscription model is great. Technology needs to be replaced every few years so this way you don’t have to worry about it…pay a nominal fee monthly that keeps your system up to date and gives you access to 24/7/365 support.”
As a multi-unit operator you don’t have time to review video. That’s what I love most about DTT – there is a 3rd party to watch and review for you. That way I’m not taking anyone’s side; no one can suggest that we are biased.
The subscription model is great too. Technology needs to be replaced every few years so this way you don’t have to worry about it. You don’t have to pay a large fee upfront and instead, pay a nominal fee monthly that keeps your system up to date and gives you access to 24/7/365 support. I know my system is always covered and it’s a huge benefit.
I can think of so many great stories relating to SmartAudit™. Some of the most memorable ones involve working directly with the auditors to improve the reports and better monitor our stores.
On one occasion, we were reviewing flow of fruit and had some concerns. At our stores, when fruit comes out from the cooler, we wash and prep it, then put it back into the cooler. The whole process should take 30 minutes. The problem we were having was that the fruit was sitting outside of the cooler for far too long. We watched video and saw fruit sitting out for 3.5 hours, which is unacceptable. We presented this problem to our DTT SmartAudit™ rep and she provided a great solution. She suggested adding a question to our reports that asks if the food rack is on the floor or not. The rack is a storage unit that is supposed to be in the cooler the large majority of the time so if we found that it was on the floor instead we’d know there was a problem. It was a great solution to our problem and has helped us better monitor the quality of our fruit.
Another area where we were able to improve is customer greetings. One audit showed a 19 minute wait time from when the customer walked in to when they were helped. Edible Arrangements policy requires that they are greeted within 60 seconds. To address this, we simply added a question to our audits that asks whether or not customers were greeted within 60 seconds! Then, scenarios where it takes longer can be addressed with employees.
Of course we’ve also seen the occasional lack of productivity from staff…with them either using Facebook from the office computer or using their cell phones while on duty but with the audits we can easily correct this behavior.
DTT has impacted us financially from a food quality standpoint. Our operation is different from a restaurant, for example, because the customer is not the same as the recipient. In other words, the people buying our arrangements are not typically the ones eating them. With that in mind, our goal is always to turn the recipient into a customer; so, we need to ensure the highest quality. If it’s not up to par, they will not order from us in the future, which then impacts our sales. With DTT we can control taste, freshness, and presentation, and generate new business.
Recently, I spoke with a fellow Edible Arrangements operator about using audio to check for upselling. I think it’s a great idea and will be implementing a similar strategy in my stores soon! Upselling is critical in our business and DTT’s audio service makes it easy to monitor so I look forward to using the tool.
I know in the restaurant space employee theft is an issue; it’s not for us because 95-99% of our transactions are completed with credit cards. DTT helps us keep track of our inventory though and ensure that employees are not abusing the fact that we allow them to take home some of the fruit.
I think that people are often afraid to install a surveillance system – they think “Big Brother” is watching. With DTT, this is a moot point. The Franchisor doesn’t have access to footage or data, only Franchisees do. They’re a 3rd party and so provide unbiased feedback and advice on operational efficiencies. The team is always excellent – they always provide answers, always solve things, and always ensure a positive experience.