Beat The Q - The Benefit of Apps for new Ventures

It's a changing world out there. Cashless society is coming, mobile apps are redefining the word 'convenience' and it is important that restaurants stay on top of the trend. More than once, I've walked out of a café because the line was too long, or the EFTPOS minimum too high. Each day, more and more tech start-ups turn their attention to the problem. Recently, I had the fortune of catching up with Toby from Beat The Q to talk about their queue jumping app.

Necessity is the Mother of invention. Co-Founders Adam Theobald and Scott Player came up with the idea queueing for food at a concert. After 45 minutes waiting, they bought 25 burgers, and sold them to those still waiting in the queue. Realising that people were willing to pay for convenience, Beat The Q was born. After almost 4 years of development in the high turnover café market, it has grown to be one of the biggest queue apps in Australia.

How does it work? In the most standard situation: customers download the Beat The Q app, create an account, and then credit the account using Visa, MasterCard or PayPal. They can then search for cafe's in their area, browse the menu, place their order including their own specifics, and pay using their Beat The Q account. The order arrives in the vendor's POS, fully paid for, ahead of all those standing in line. All the customer has to do is collect their order when it's done.

It's incredibly user friendly for the customer. Don't want to install a new app? You can order directly from the cafe's website using your credit card or PayPal. Prefer using the PayPal app directly? The Beat The Q team add the café to PayPal's online market place, removing the need to switch apps. A free text box in the order allows for special requests (like your license plate number, so your coffee can be brought out as you pull up out front). It even allows you to save your favourite orders from your favourite café - your morning coffee is now just one click away.

The Beat The Q branding is clean and easily recognised - Visa, MasterCard and PayPal adding legitimacy.

As far as apps go, Beat The Q understand the needs of the customer. So what's the benefit for vendors? With no installation cost and no contract, it is easier for vendors to become a member of a growing market without paying an arm and a leg. Some POS systems will talk directly to Beat The Q, but for those that don't a vendor app is available. They don't supply any hardware, which could be seen as a positive or a negative, depending on the vendors needs.

The big draw card in my opinion is the social discoverability aspect. Reaching new markets is vital for a business to flourish, and with the ability to find cafe's in my vicinity, it increases the chance for that new walk in customer to come and check you out.

The ongoing costs aren't as low as competitors ($33 monthly service fee, 3.9% of each transaction), which some vendors I spoke to found too steep, though others found it a reasonable cost to increase business. The Beat The Q brand is also working its way in to the minds of customers. The purchase of e-Coffee Card - a QR app that replaced the old loyalty punch card, is a more efficient reward manager, and customers don't need to be a Beat The Q member to use it.

To look over Beat The Q with a closer critical eye will take time. Much of the model is dependent on becoming a part of the customers daily routine. While to the busy executive and the mum with twins the app can be a relief, I feel the uptake might be slower for those who are more interested in the leisurely café experience. Also interesting is the 'spending without spending' psychology. With an account pre-paid for my coffee expeditions, will I be more likely to add the occasional macaron?

There is quite a bit of competition in the market, and Beat The Q know their competitors. Their thorough testing of the market is apparent in the versatility of the product. The pricing model, while steeper than others, has it's benefits, and they clearly believe in the product. With no contract or installation, they are giving their vendors the chance to trial the product, and with a few chains under their belt around Australia, they are becoming more easily recognised by the day. Exploring different technologies, they are currently looking to move into the pubs and bars market - combining their existing product with the advances in Bluetooth technology. There is also a possible future merger with Posse, taking their social discoverability aspect to the next level.

Clearly Beat The Q are ones to watch in the queuing app market, and I'll be checking with vendors to see how they are liking the service whenever I get the chance.

 

 

Mary's CBD

 



Today between meetings I had the perfect opportunity to poke my head in to the latest army to enter the Sydney 'Burger Wars' - Mary's new CBD location. The dust was still settling after the Blogosphere exploded last Friday, and I finally got to see what all the fuss is about.

I haven't yet had the chance to check out the original Mary's in Newtown, and so only reputation, not expectation, preceded me. I became aware of the imminent CBD launch last month when I tentatively contacted the Newtown Locals after their stellar presence at the Newtown Festival. Kenny Graham of Mary's and spokesperson for the NL was very apologetic, but naturally a little pre-occupied setting up his latest venue. I wished him the best with his opening, and decided to have a bit of a sniff around to suss out his latest venture.

Oddly, for a modern restaurant, Mary's doesn't have much of a social media presence - sans a rather entertaining Instagram account and a Facebook location page for the Newtown venue. Mind you, the Facebook boasts over 3'600 likes, hardly something to be sniffed at. Amusingly, the reviews include one patron complaining they were called a 'cocksucker' when they drunkenly snatched someone else's half eaten burger, with a host of users coming to Mary's defence. It would seem that Mary's is a bit of a Newtown legend - and the brief glimpses online I saw were of a burger joint that was pretty laid back, didn't take crap from anyone and had a strong fan base willing to come to it's defence.

This is exactly what you get when you enter their new CBD location. Like Mr Crackles on Oxford St, Mary's is purely a take-away joint. An exposed kitchen behind the registers lets you see the prep, but also lets you see the staff having a good time. This isn't 'fast food' - slapped together by workers who aren't allowed to show expression. This is food made by people enjoying themselves, and who are more interested in doing their job well than being rushed. It's a style of service that I have seen divide a crowd. Some will see inefficiency and demand speed, others will see a refreshing break from the 'now, now, now,' attitude pushed by many food establishments. Only time will show how the majority rule.

The service was friendly, the wait time reasonable and the crew entertaining to watch. The wall art, menus and logo, all created by Sydney 'illustrator dude' Sindy Sinn, fit the vibe perfectly. Rock music is blasted throughout, and if you get bored, you can always graffiti the wall - pens provided. Mary's isn't going to be everyone's cup of tea, but they aren't going to make any apologies about it either.

Ignoring the already established reputation of Mary's, the strong 'attitude' of the place could be a turn off for some. Yet, there is something to be said about a restaurant, even a small take-away burger bar, that doesn't feel the need to bow to conformity to avoid offence. There is nothing off-putting about Mary's for those who speak the language. Tattoo sleeves are not covered here - and they are abundant on both the staff and the customers. It's an actual hard rock café, without the scent of gimmicky desperation. A family joint if 'In A Gada Da Vida' was your token kids lullaby.

The staff rock. The art rocks. The music rocks. The food? Mary's is the third burger I've had in a month from a 'Burger War' contender, and I'll be swearing my allegiance. They don't look anywhere near as pretty as the Burger Project, and aren't as experimental as Rupert and Ruby's, but they nail that classic burger taste. Neil Perry was looking for the burgers of his childhood - Mary's burgers taste as good as childhood looks in hindsight. Next time, I'll be sure to order one of their famous shakes. Yes, there will definitely be a next time.

Mary's is the kind of place I instantly fall in love with - it's clearly a venture that is all about creating a community, not a profit. Hopefully, there will be more places like Mary's to challenge the fast food empires that have controlled the concept of take-away for too long.

Mary's in the CBD is at 154 Castlereagh St, and are open from 11am til late.

Mr Crackles

Being a relative newcomer to Sydney, I'm still learning to navigate my way around the pick of the eateries. When having breakfast with a friend the other day, I was asked if I'd yet been dragged kicking and screaming to the amazing Mr Crackles. I admitted that I had not. She told me of a tiny place created by two Sydney chefs, that had set out seeking perfection, and had damn near found it. Intrigued, I performed the obligatory Google search, where an average of 4.5 out of 5 stars from all the major review players appeared to back up my friends story. The Mr Crackles website is modern, easy to navigate and creates a clear picture of what they are all about. Everything pointed the necessity of a lunch mission.

Unfortunately, over the weekend I managed to injure myself in spectacular fashion. It looked like a sweet pulled pork roll was out of the question. Fortunately, my long suffering partner came to my aid, and so together we hobbled slowly down Oxford Street and eventually found ourselves in Mr Crackles - nestled between a massage parlour and an adult store. Ah, Sydney. You really are my kind of town.

The first thing that strikes you is how unassuming the place looks. It is comfortable in it's 'take-away' atmosphere - there are only a dozen bar stools lining the walls, no tables. The counter is clean, the menu simple and easy to read. The eyes are immediately drawn to the large glass showcase of pork crackling off to the side. There is only a glimpse of the kitchen beyond, but I get the feeling that there is much more to see beyond the red tiled alcove. Somewhere back there the magic was happening, and while I was slightly disappointed not to be able to see the action, the smells coming from the kitchen were more than enough to whet my appetite.

The stylish branding from website is carried through to the physical space and packaging, so things already felt familiar. Mr Crackles could have gone the way of a gimmicky food joint - boars heads on the walls or pig shaped napkins - instead the place looks practical and efficient without being sterile or lacking character. I'm glad they went for the latter, because the food speaks for itself.


It's the meat that is the star at Mr Crackles, and it is clearly treated as such. Everything was incredibly tasty, the flavours well balanced and excellent value. The products are unique, and everything was done well. There is a skill apparent, and here I come to what makes Mr Crackles stand apart from most other take-away joints in town.

This food is prepared by trained chefs. Not by teenagers trying to earn a buck between studying for school. Not by part time workers who are following a procedure of a laminated sheet above a work station. There is skill and care put in to this food, and you can really taste the difference. It may be more affordable to hire a crew of pre-pubescent workers and put them on the line, but if you want to make an impact and perfect a technique, as Mr Crackles has done, you need to invest in staff that are proud and passionate about what they do (A lesson that Mr Perry seems to have missed with his recently launched Burger Joint).

I was very impressed by the stripped back feel, the relaxed but friendly service and the amazing flavours - I wanted to know more. Co-Founder and Chef Sam Horowitz was kind enough to answer a few of my questions.

DOTL - You are fast approaching the second anniversary of Mr Crackles. How has the ride been so far?

SH - Two years has gone so quickly. It truly has been a rollercoaster. From the stress of 100 hour weeks for the first few months with just my business partner Carlos and our wives and investing all our savings to the excitement of managing over 20 chefs and figuring out how to cook over a tonne of pork a week in a very limited space. I would say the ride so far has been very educational but also satisfying.

DOTL -  What do you feel have been the most effective methods for increasing your customer base?

SH - I would say social media (Instagram and food bloggers) has been the best method for increasing our customer base. For us that not only means being active online but also making food that looks and tastes exciting, takes a good photo, and most importantly is consistent. These days people know what they want to order from photos they’ve seen on someone’s Instagram account not from looking at the menu.

DOTL - How would you like to see the business grow in the new year? 

SH - We have been looking to open another Mr Crackles in Sydney for a while, hopefully we find the right shop and location in 2015.

DOTL - How is it you want to make your customers feel when they visit Mr Crackles? How do you work to create this feeling? 

SH - It seems most cultures have a passion for pork and crackling. When most people enter the shop the sight of our whole sheets of crackling, the pork bellies, and the smells transports them back to their childhood or family events such as Christmas or weddings. It automatically puts a smile on their face before they’ve even tried the food. Also being able to see their food being made and being able talk to our chefs makes people feel comfortable. 

Mr Crackles is open from 11:30am to late most nights (even later on weekends).

 

Rupert and Ruby @ Icon Park

It's not easy to start a restaurant. Even with the evolution of the pop-up, there is a lot of start up cost involved, and you can't be guaranteed the public are going to want your concept. Restaurants slip through the cracks every year, and once a venture fails, it's very difficult to get back up on that horse and try again.

Icon Park have come up with an outstanding solution - using the power of crowd funding.

The concept is elegantly simple. Budding restaurateurs can pitch their concept to Icon Park. If their concept is solid, Icon Park will then run a fully marketed crowd funding campaign on their unique platform. The public pledge, and the restaurant with the strongest following gets both the start-up capital and the venue - not to mention a chance to work with mentors and marketers who have decades of industry experience.

After a successful first season (Stanley St Merchants who raised over $100,000 in just 21 days!), the current pop-up is Rupert and Ruby - a combined effort of season one contestant Ruby's BBQ, and Fat Rupert's of Bondi. The concept, conceived on a honeymoon road trip across North America, is all about rich flavours and fresh Aussie produce. The food tastes great, the cocktails are divine and nothing breaks the bank - the perfect recipe for creating a dedicated clientele.

With the flexibility of changing the soft furnishings of the location - while the full kitchen and fixtures are all ready to fire up - the Rupert and Ruby fit-out is comfortable, retro style that blends well with the Darlinghurst scene. The plate my burger was served on was identical to one my own Grandmother used to own - an unintentional heartstring tug that added to the experience. There is nothing pretentious about the food or the setting, and nothing that screams 'American' either - unless you count the smoky BBQ flavours.

While Rupert and Ruby is the brainchild of a crew who are already established in the industry, it will be interesting to monitor future season winners with less experience. If the standard set by Rupert and Ruby is maintained, and if mentors and marketers continue to guide the concepts in the right direction, Icon Park projects will swiftly become a Sydney staple for foodies.

With a 2015 season set to include more Sydney venues, opportunities for pop-ups to become permanent and a slew of new investment opportunities, Icon Park will be a group I will be keeping a close eye on. For now, I'll satisfy myself with playing on the website and popping in for the occasional burger and cocktail.

Rupert and Ruby will be in Icon Park Darlinghurst until 24th December - open 7am to late every day.

The Burger Project - Sydney

 

 

I went to check out the Burger Project yesterday. I've been following the online buzz before the launch, and while I went to check it out the night it opened, the queue was too much for me, so I returned yesterday for lunch.

 

I have to admit, the restaurant wasn't what I thought it was going to be, which got me thinking about the importance of branding, and how branding effects every aspect of your business.

 

The Burger Project is a rather interesting case. Here, we have a concept that is being launched by one of the most famous Australian chefs, Neil Perry. Perry already has a very strong brand, that he has applied across his Rockpool restaurants and that has been the foundation of his other projects. His brand is all about fresh, sustainable products, clean flavours and a complete dining experience that incorporates notes of indulgence and extravagance without being pretentious.

 

Some of those elements were carried into the branding of The Burger Project, which was being promoted heavily before the launch. An official press release allowed the marketing team to control the story they wanted to tell - being a project that Perry was leading, they were guaranteed full press - and a clean website and blanket social media campaign allowed the message of the project to reach the customers well before the first chips hit the fryer.

 

The message was concise - provenance, community and sustainability. The logo is clean and minimal, the colour palate simple and inoffensive. The image of rolling hills with "36-month grass-fed Cape Grim" cows creates an overall feeling of fresh produce, clean air and simple flavours.

 

 

In my opinion, however, the restaurant doesn't match the brand.

 

Grant Cheyne, the architect responsible for the numerous Rockpool locations, was brought on here to design the restaurant. He has carried on the minimalistic, clean palate of the concept, keeping the walls a neutral concrete, the lighting slightly industrial, the furnishings an off-white. The layout is practical and appealing. The most interesting feature is the expansive, exposed kitchen.

The choice to have an exposed kitchen is a tricky one. Dumpling houses the world over have shown the appeal of watching an expert create a full tray of pleated dumplings in seconds. I know from my own experience it certainly increases the appetite. It’s uncertain whether or not watching the “36-month grass-fed Cape Grim” going through a mincer would have a similar effect. Yet, there is something communal about watching someone grill your lunch, invoking memories of standing around the BBQ with your paper plate in hand.

Odd then, that most of the real cooking action seemed to be going on beyond line of sight. The first thing we noticed when looking in the large glass windows was a sink and slightly damp dishrag. As my dining companion pointed out, seeing dirty utensils being washed off while waiting in line will probably put people off their food. The kitchen was impressive, but the excitement was elsewhere, leaving me to wonder why a glass walled kitchen was necessary if the food preparation was not for public eyes. 

As a second disappointment, the service counter and prep stations were very typically 'fast food chain'. Efficient, friendly staff wearing matching t-shirts and trucker caps stood at computerised registers side by side. We were handed an electronic bistro buzzer to let us know when our food was ready, which came out on plastic trays. It didn't feel like a restaurant that prides itself on provenance, community and sustainability. It felt, dare I say it, like a McDonalds.

Nowhere is the image of the rolling hills and coastal farms carried in to the physical space. The menu board above the counter takes influence from the old corner burger joint chalk board, but it clashes with the sleek, minimal logo that adorns the windows and milkshake cups. While the design of the interior is interesting and attractive, it doesn’t match in my mind the restaurant envisioned after visiting the website, nor does it match an American style burger joint. There are a lot of elements at work here - together they confuse, rather than enhance, the experience.

The food was good for the price. The ingredients were fresh, and tasted wholesome, though in my own opinion they were very safe. There wasn't a lot of experimentation going on, and while there was less tampering with the basic ingredients than you experience at other global fast food outlets, there were also some teething problems (large portions of fresh coleslaw on bread will inevitably lead to very soggy bread in very little time). I did wonder about Perry's insistence that the Burger Project was about recreating the burgers he remembers - unless he grew up in an American 50s diner the menu wasn't akin to anything I recall.

 

The logo is a little... odd. It works very well on the website. It also matches very well with the World Square surrounds. What it doesn't look like, is a representation of what is inside the restaurant. To me, and to my dining partner, it looks like it would be more suitable on the side of a fashion show runway than a sustainable burger joint.

 

Which brings me to my last point - a large part of the branding focuses on the 'community' aspect. "Giving back is paramount", the website states, and on each tray protector patrons are assured the Burger Project will support the local community by donating a portion of proceeds to community projects and charities. I find off-putting, however, that nowhere are the specific projects or charities mentioned, nor is the method of contribution explained. It is early days, true, but I for one find it hard to remove my sceptics hat when a business who's branding involves community support does not go into specifics. An individual can be discreet about their charitable activities, an organisation cannot.

 

There is, of course, a chance that this particular branding exercise was merely lost on me. The majority of customers were businessmen on their lunch break, many of them discussing the future potential of the venture, comparing the burger to other fast food staples, or instagraming the food to share with their friends. Perhaps, the combination of minimalist and fast food interior with sustainable food is exactly what this demographic will be attracted to. Only time will tell, and even then, there is a possibility the attraction to the branding will be skewed by the celebrity of Perry himself.

 

In my opinion, the Burger Project message is lost in the delivery. I'm not 100% clear on what I am participating in, and my initial curiosity was not piqued enough to want me to engage again. Which is a shame - if the restaurant had matched the brand, I would have been much more enthusiastic. For me, it's a slightly confused burger joint - just, dare I say it, 'a little bit fancy'. 

 

The Burger Project is in the World Square Shopping Centre - 644/680 George Street, Sydney. Opening hours: 11am-3pm & 5pm-10pm