U.S. patent application number 14/109727 was filed with the patent office on 2014-04-17 for system and method for reducing excess capacity for restaurants and other industries during off-peak or other times.
This patent application is currently assigned to Mount Hamilton Partners, LLC. The applicant listed for this patent is Mount Hamilton Partners, LLC. Invention is credited to Elayna BEREAN, Dazhi CHEN.
Application Number | 20140108122 14/109727 |
Document ID | / |
Family ID | 32313196 |
Filed Date | 2014-04-17 |
United States Patent
Application |
20140108122 |
Kind Code |
A1 |
CHEN; Dazhi ; et
al. |
April 17, 2014 |
SYSTEM AND METHOD FOR REDUCING EXCESS CAPACITY FOR RESTAURANTS AND
OTHER INDUSTRIES DURING OFF-PEAK OR OTHER TIMES
Abstract
A system and method for reducing excess capacity for restaurants
and other industries during off-peak hours is provided. Customers
or potential customers may bid on gift certificates redeemable at
restaurants during a predetermined time. Users may register with
the system and provide identification and demographic information
which may be used by restaurants for targeted marketing strategies,
promotions, and special offers. The system may include a
registration module, an auction module, a restaurant guide module,
a restaurant manager module, rewards and referral center module,
restaurant reservation module, and advertisement displays.
Inventors: |
CHEN; Dazhi; (San Jose,
CA) ; BEREAN; Elayna; (San Francisco, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Mount Hamilton Partners, LLC |
Mountain View |
CA |
US |
|
|
Assignee: |
Mount Hamilton Partners,
LLC
Mountain View
CA
|
Family ID: |
32313196 |
Appl. No.: |
14/109727 |
Filed: |
December 17, 2013 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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13042311 |
Mar 7, 2011 |
8620741 |
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14109727 |
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|
10849935 |
May 21, 2004 |
7904334 |
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13042311 |
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09580546 |
May 30, 2000 |
6741969 |
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10849935 |
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09461336 |
Dec 15, 1999 |
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09580546 |
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Current U.S.
Class: |
705/14.35 |
Current CPC
Class: |
G06Q 30/0241 20130101;
G06Q 10/02 20130101; G06Q 30/0275 20130101; G06Q 30/0235 20130101;
G06Q 30/0259 20130101; G06Q 30/0236 20130101; G06Q 30/02 20130101;
G06Q 30/0269 20130101; G06Q 30/0239 20130101; G06Q 50/12 20130101;
G06Q 30/0226 20130101 |
Class at
Publication: |
705/14.35 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02 |
Claims
1. A computer-implemented system for reducing excess capacity for
one or more restaurants that experience periods of peak demands and
periods of non-peak demands and for collecting information about at
least one user, the system comprising: a server configured to
execute computer program modules corresponding to a website, the
computer program modules comprising: a request module configured to
present an interface to a user via the website through which user
requests are received for incentives for dining at restaurants
corresponding to one or more user selected restaurant
characteristics; an incentive module configured to concomitantly
present to a user via the website, in response to receipt of a user
request for incentives through the interface, a plurality of
incentives for dining at any of a set of two or more restaurants
that correspond to the one or more user selected restaurant
characteristics included in the received user request for
incentives, wherein the incentives are subject to restrictions,
wherein the incentive module is configured to provide the
incentives with restrictions specifying valid dates and/or times
that correspond to non-peak demand periods of the restaurants
associated with the incentives to incentivize dining at the
restaurants during non-peak demand, and wherein the incentive
module is configured such that responsive to a first restaurant of
the set of restaurants having a different non-peak demand period
than a second restaurant of the set of restaurants the incentive
module concomitantly presents to the user via the website a first
incentive associated with the first restaurant that is subject to
different restrictions than a second incentive associated with the
second restaurant.
2. The system of claim 1, wherein the incentive is one of: a
predetermined percentage off a purchase, or a predetermined amount
off a purchase.
3. The system of claim 1, wherein the computer program modules
further comprise: a registration module configured to obtain
information about users via the website, and to register the users
to user accounts on the website; and a storing module configured to
manage storage of the information obtained by the registration
module about the users.
4. The system of claim 3, wherein the information obtained by the
registration module about users comprises one or more of a dining
frequency, one or more favorite restaurants, one or more favorite
types of food, a preferred price range, a preferred location of
restaurants, or a preferred way to learn of a promotion.
5. The system of claim 3, wherein the information obtained by the
registration module about users comprises one or more of a
frequency of dining out, a preferred way to learn of a promotion,
or price sensitivity information.
6. The system of claim 3, wherein the computer program modules
further comprise a customer configured to aggregate data,
responsive to a command from a restaurant, on one or more of user
demographics information, user preferences information, user
demographics information, or user preferences information obtained
by the registration module.
7. The system of claim 1, wherein the computer program modules
further comprise a restaurant guide module configured to provide
users with information about the one or more restaurants.
8. The system of claim 7, wherein the restaurant guide module is
further configured to perform searches of the restaurants
satisfying user-specified queries.
9. The system of claim 8, wherein the restaurant guide module is
configured to receive queries from the user that result in
searching the restaurants based on one or more of a user specified
cuisine type, a user-specified location, or a user specified price
range.
10. The system of claim 7, wherein the information about the one or
more restaurants comprises a community restaurant rating, and/or
consumer review information.
11. The system of claim 1, wherein the request module is configured
such that the user requests include one or more user-specified
dining parameters.
12. The system of claim 11, wherein the user-specified dining
parameters comprise one or more of a time for dining, a number of
people in a dining party, or a minimum amount of money to be spent
on a meal.
13. The system of claim 1, wherein the a user receives an incentive
responsive to the user dining in accordance to the restrictions
associated with the incentive.
14. A computer-implemented method of reducing excess capacity for
one or more restaurants that experience periods of peak demands and
periods of non-peak demands and for collecting information about at
least one user, wherein the method is implemented in a server
configured to execute one or more computer program modules
corresponding to a website, the method comprising: receiving a user
request for incentives for dining at restaurants corresponding to
one or more user selected restaurant characteristics, wherein the
user request for incentives is received via the website, and
specifies the one or more user selected restaurant characteristics;
concomitantly presenting to a user via the website, in response to
the received user request for incentives, incentives for dining at
individual ones of a set of two or more restaurants that correspond
to the one or more user selected restaurant characteristics,
wherein the incentives are subject to restrictions, wherein the
restrictions of the incentives specify valid dates and/or times
that correspond to non-peak demand periods of the restaurants
associated with the incentives to incentivize dining at the
restaurants during non-peak demand, and wherein responsive to a
first restaurant of the set of restaurants having a different
non-peak demand period than a second restaurant of the set of
restaurants a first incentive associated with the first restaurant
is presented on the website concomitantly with a second incentive
associated with the second restaurant such that the first incentive
is subject to different restrictions than the second incentive.
Description
FIELD OF THE INVENTION
[0001] The present application is a continuation of U.S. patent
application Ser. No. 13/042,311 filed Mar. 7, 2011, which is
related to, and a divisional of U.S. patent application Ser. No.
10/849,935, filed May 21, 2004, which was a continuation of U.S.
patent application Ser. No. 09/580,546, filed May 30, 2000, now
U.S. Pat. No. 6,741,969, which was a continuation-in-part of, U.S.
patent application Ser. No. 09/461,336, filed Dec. 15, 1999, each
of which are hereby incorporated by reference into the present
applications in their entirety.
BACKGROUND OF THE INVENTION
[0002] Among the many challenges that restaurants face are the
challenges of reducing excess capacity during off-peak times and
the general lack of customer level information. Restaurants
typically have a fixed number of seats. During certain periods
there is greater demand for those seats than others. At some times
there are people waiting to get seated (for example, on weekend
evenings during dinnertime) and at other times there are unused
seats (for example, 4-7 p.m. during the week). Typically unused
seats translate to lost sales for a restaurant.
[0003] Many restaurants do not have detailed information about
their customers. This lack of information is a lost opportunity.
Typically, restaurants advertise through mass market media (TV,
radio, newspapers, etc.). However, this is not the most efficient
way to advertise.
[0004] These and other drawbacks and challenges face the restaurant
industry. Similar problems are faced by other industries that have
excess capacity issues.
SUMMARY
[0005] An object of the invention is to overcome these and other
drawbacks and challenges facing the restaurant and other
industries.
[0006] Another object of the invention is to provide a website that
enables a restaurant to offer (e.g., auction) gift certificates
usable during a predetermined period of time (for example,
corresponding to a known off-peak period) to enable customers or
potential customers to obtain (e.g., bid on) these certificates.
According to one embodiment, a minimum price is set for a
certificate having a predetermined face value and it is awarded to
the highest bidder.
[0007] According to another aspect of the invention, a user must
register with the website and provide certain identification and
demographic information during a registration process before being
able to obtain a certificate. This enables restaurants to obtain
more information about customers or potential customers who are
likely to be influenced by marketing campaigns.
[0008] According to other features of the invention, the website
may further comprise an interactive restaurant guide, a recipe
center, a chat/message board, a gifts center, and an award and
referral center. Other features and functions may also be
included.
[0009] According to one embodiment, the web site enables a user to
participate in an auction for one or more gift certificates or
merchandise. To facilitate the ability of a user to find an auction
of interest, various search tools may be provided. For example, a
user may be able to search for auctions for a particular
restaurant, for a desired cuisine in a desired city, by zip code or
other geographic area, or other search parameters. Additionally, or
alternatively, the web site may include a listing of types of
cuisine, cities, etc., that a user may select (e.g., by clicking on
an icon) to view a listing of auctions relevant to that user. Thus,
with these or other tools, a user may browse and select an auction
of interest and then participate in one or more desired
auctions.
[0010] According to one aspect of the invention, auctions may be
arranged in various ways. For example, there may be a featured
auction area that highlights certain auctions. Various
organizational techniques can be used for listing and displaying
auctions.
[0011] Typically, an auction display will include the name of the
restaurant, a description of the certificate being auctioned (for
example, promotional material regarding the restaurant or a
specific feature of the restaurant), the time period for which the
certificate is valid (e.g., Monday only, Monday-Thursday,
Monday-Thursday 4-7 p.m., etc.), the value of the certificate (for
example, $50.00), any minimum bid, the status of the auction, and
other desired information. For example, the status may include the
current bid and the time left to bid. Multiple certificates may be
auctioned with the same or similar parameters. Also, a user may
obtain additional information relating to an auction of
interest.
[0012] According to another aspect of the invention, a
comprehensive interactive restaurant guide is provided. Users may
browse by area, cuisine or other parameters when looking for a
place to eat. The restaurant guide listings may offer a brief
description of restaurants, a community rating (described below),
the number and details of current auctions, and other pertinent
information.
[0013] Preferably, the auction system may be set up with affiliate
members, for example, restaurants. According to one embodiment,
only affiliate member restaurants are listed in the restaurant
guide. According to another embodiment, a broader range of
restaurants (or other establishments) may be included.
[0014] For example, the guide listing may include the current
number of auctions, the name of the restaurant, address, phone
number and other information about the restaurant, a description of
the restaurant food and other characteristics, and a community
rating (such as a star system and/or relative cost index). If a
listed restaurant has its own web site, a hyper-link between the
restaurant listing and that restaurant's web site may also be
provided. If the restaurant is part of a chain or related
organizations, the link may be to the chain's home page or one of
the related organization's home page.
[0015] Alternatively, or in addition thereto, each restaurant in
the guide may have a link to a detailed page on the restaurant
auction web site described herein. By clicking on the restaurant or
the link, a user may read about the restaurant and contribute to
restaurant ratings and reviews, based on their own experiences with
the restaurant. They can also check for other detailed information
such as parking availability, payment types accepted, handicap
accessibility, hours of operation, reservation information, menu
information, etc. By enabling users to contribute restaurant
ratings and reviews, the rating system becomes interactive and adds
significant value.
[0016] By maintaining a listing of individuals who provide rating
and reviews and tracking demographic profile information based on
the user, a database may be created to enable the web site to
suggest to users other restaurants they may like based on
similarity of preferences with other users who have provided
reviews.
[0017] To participate in an auction, the user may click on an
auction icon from a restaurant listing or a restaurant detailed
page. The user can bid in a variety of ways. For example, the user
can monitor the bids and periodically revise the bid the user is
willing to make. Preferably, any user placing a bid first registers
and provides payment information, demographics, contact information
and other information that may be desirable.
[0018] An auto bid feature, also referred to as proxy bidding, may
be used to enable the user to submit a maximum bid. The system then
bids for the user in small increments (preferably specified by the
user) starting with the bid minimum.
[0019] According to another embodiment of the invention, if
multiple certificates are awarded from one auction, a dutch auction
technique may be used so that the closing price is equal to the
lowest winning bid.
[0020] As an enticement for users to provide demographic and other
information, a personalized page feature may be used for each
registered individual. For example, registered users may set up
personalized auction lists, check on their rewards, access member
support services and other services and features. For example, a
"my auctions" portion of the personalized pages may enable the user
to monitor his or her current bids or create and browse through
custom auction lists.
[0021] A "my rewards portion" may be provided to facilitate a
loyalty or affinity program for repeat users. This aspect of the
invention may enable points or other benefits to be accumulated by
users. For example, in addition to providing points for users who
participate in auctions, points or other credits may be provided to
users who are responsible for having restaurants join the program
or other users register with the program. Various awards and
rewards based on points may be provided on-line or off-line.
[0022] The personalized page may also include a "my profile"
section. This section enables the user to enter, review, and update
personal information preferences and other information to enable
customized information to be obtained about and provided to the
user. For example, targeted marketing techniques may be used to
inform the user of auctions or other promotions that may be of
interest to the user. The targeted marketing and promotions may be
based on the user's specified preferences. In addition, an on-line
support feature may also be provided.
[0023] Another portion of the web site includes a restaurant
management feature. This feature enables participating restaurants
to create auctions, manage auctions, and monitor the results of
auctions. This portion of the web site may include various features
such as a product feature, a services feature, a partners' feature,
and other features. For example, restaurants that have registered
with the web site may view customized web pages that provide access
to their auction postings, customer information, certificate sales
history and member support. For example, the auction postings
feature may enable the restaurant to create new options, delete or
modify existing options and track current bids. A "my customers"
portion may enable a user to view aggregate, or permit specific
data on customers, including demographic information, dining
frequency and other user information. As detailed below, these and
other features may be incorporated into a data warehouse to enable
more sophisticated analysis and targeted marketing.
[0024] A promotion feature of the auction manger may be used to
facilitate marketing and promotion campaigns. For example, based on
user profile information, and user address information (for
example, e-mail) targeted marketing campaigns may be effectively
implemented.
[0025] A sales history portion of the auction manager may enable
restaurants to track sales and bids to date. For restaurants and
restaurant chains, this information may be provided by days, weeks,
months, store region, etc. An account feature of the auction
manager enables restaurants to view their account status with the
web site. For example, according to one business method, the web
site operator may collect a fee for each certificate sold or each
certificate posted. Various techniques for collecting the fee may
be implemented.
[0026] According to one embodiment, the restaurant is billed
on-line or off-line for each certificate successfully offered by
the restaurant. According to another embodiment, the web site
operator may charge successful bidders directly, keep a service
fee, and provide the remaining balance to the restaurant. Various
other alternatives for billing may also be provided.
[0027] According to another business method of the invention, the
web site operator may assist the restaurant in targeted marketing
campaigns. As discussed above, one way in which this may be done is
via email on user's profile information, demographic information,
and other information about the user. The web site operator may
charge a fee (for example, $0.25 per email) for conducting the
targeted campaign for a particular restaurant or a restaurant
chain.
[0028] The auction listing process may include several features to
facilitate and simplify the process. For example, a registered
restaurant or restaurant chain may set up an auction that occurs at
regularly scheduled intervals until canceled. Alternatively,
various restaurant specific information may be stored and used in
connection with each auction posted, and only the terms to be
varied need to be addressed by the restaurant. For example, when a
new auction is created, an item description may be provided by the
restaurant. A set of restrictions may then be applied. The
restrictions may specify when the certificate is valid. For
example, the restaurant can specify the dates, day, month, year for
which the period begins and the day, month, year and hour the
validity expires. The restaurant may also identify the retail value
of the certificate or other benefit(s) to be auctioned. The
restaurant may then specify a starting bid amount, for example, at
least one third of the retail value or other amount specified by
the restaurant. The restaurant may specify the quantity of
certificates to be auctioned for that particular auction. The
restaurant may further specify the duration of the auction. For
example, the auction may be opened for several hours, several days
or other time period.
[0029] During an auction set up, the restaurant may also specify a
recurrence of the auction. For example, the restaurant may select
from daily, weekly, every two weeks, monthly or any other period,
or may specify that it is a one time auction only.
[0030] According to another aspect of the invention, an instant
purchase feature may be used. The instant purchase feature may
enable a restaurant to specify a fixed dollar amount for which the
user may buy the certificate without participating in the auction.
For example, if a $50.00 certificate has a $20.00 minimum bid, an
auction may proceed on that basis. However, a restaurant may wish
to also provide some $50.00 certificate with an instant purchase
feature of $35.00 so that any user who wishes to purchase the
certificate immediately for $35.00 may do so without waiting for
the conclusion of an auction.
[0031] According to another business method of the invention,
optional features may be provided to generate premium fees for the
web site operator. These optional features may enable a restaurant
to increase the prominence of the display of its auction versus
other auctions hosted by the web site for a fee. For example, a
restaurant may display a bold-faced title to its auction for a fee.
According to another feature, a particular auction may be
highlighted within a particular category (for example, cuisine,
city, etc.) According to another feature, certain auctions may be
listed on the home page of the web site so that users see these
particular auctions immediately without having to search through
listings. Each of these features, or combination thereof, along
with additional features may be used thereby generating additional
revenue.
[0032] The process of providing the winning bidders with an auction
certificate or other redemption techniques may be accomplished in a
variety of ways. For example, according to one embodiment,
electronic certificates may be downloaded by or to the winner or
emailed to the winner upon completion of the auction. The winner
may then print the certificate and present the certificate to the
restaurant and redeem it for value. Preferably, if this method is
used, the certificate may include the relevant information
including the dates of validity, any payment required, the auction
winner's name, etc. After dining, the value of the dining
certificate is credited to the diner's bill. If the certificate is
not pre-paid in a manner described above, the user may pay for the
certificate and any balance due at the same time upon completion of
the meal.
[0033] According to another embodiment, upon successfully winning
an auction, an electronic certificate may be sent to the restaurant
and/or the winner. If an electronic certificate is sent to the
restaurant, the user may simply inform the restaurant that there is
a certificate for the user and that amount may be credited
automatically to the user's bill so that the user does not need to
have a printed certificate. Various other options may be used.
[0034] If the certificates are paid for by the winner at the time
of the certificate redemption, a mechanism may be established to
enable the web site to receive an attendance report or other
information to enable it to bill the restaurant for whatever
service fee was agreed upon for the auction service.
[0035] Certificate sales may be monitored using a sales history
option on the web site. This information may be stored by
restaurant, by chain, or by other features. The information in the
sales history portion may include the number of bidders, any
associated time period, the number of certificates sold, the
average closing price for each auction or auctions occurring at
various times, days, weeks, etc., and the percent of the retail
value for which the certificates were sold during a specified
period. This information may be presented in various formats
including tables, charts, etc.
[0036] In addition to increasing sales at restaurants or other
establishments by reducing excess capacity, the present invention
may provide useful aggregated information to restaurants regarding
its customers. For example, a current stats feature may be provided
to enable a restaurant to examine aggregate data on all the users
who have bid on its auctions or bought one or more certificates.
Restaurants may also create surveys to obtain custom information by
premium data on competitors' customers.
[0037] Customers statistics provide insight to the customer's
habits and dining preferences, thereby suggesting ways to more
effectively tailor future promotional campaigns. For example,
without limitation, the customer statistics may include gender,
age, industry/occupation, annual income, zip code, distance from
home to restaurant, frequency of dining out, number of bids placed
(by restaurant or total), favorite way to learn a promotion (e.g.,
email, snailmail, telephone, TV ad, radio ad, print ad, on-line ad,
or other ways), price sensitivity information (e.g., how much a
person cares about getting a good deal when they eat).
[0038] The targeted marketing campaign may be facilitated through
the web site. For example, a restaurant may buy access to email
lists and add space on on-line notices to tailor their marketing to
customers likely to be interested in such promotions. The web site
may include a promotions management module that enables restaurants
to implement these and other features. For example, the promotions
management feature may include a section to enable a restaurant to
create an email promotion. This may enable a restaurant to create a
target campaign and send it to customers by email or other delivery
mechanisms. The restaurant may create a web promotion by buying
premium space on the web site including selected portions of the
auctions and category home pages. Restaurants can also create
customized messages that enable the web site users to see these
messages as they browse through the site.
[0039] Each restaurant's account information including current
statement, statement archives, restaurant profiles and contact
information may be maintained by the site as well.
[0040] According to another aspect of the invention, the web site
of the present invention and the promotion features may be linked
in to a restaurant reservation system. In this way, more detailed
information may be obtained about a restaurant's capacity, the
effectiveness of auctions, and historical trends can be discerned.
Other benefits may be obtained as well. For example, on
successfully winning an auction and being notified, a user may use
the web site to request an on-line reservation.
[0041] According to another aspect of the invention, the system may
offer incentives that may be obtained without participation in an
auction. Users may be interested in using the incentive right away
and may desire an instant incentive, instead of waiting for an
auction to be completed. According to one embodiment, a user may
submit one or more incentive requests for selected restaurants
along with certain dining parameters. These requests may be
processed by or for the restaurants to determine if a dining
incentive should be issued to the user. For example, via the
web-site, a user may select one or more restaurants from a list of
participating restaurants and enter various dining parameters. Each
selected restaurant may then determine whether or not to accept the
incentive request, based on the user entered dining parameters and
other information. If the restaurant decides to accept the request,
a dining incentive may be offered to the user. Restaurants may
process each incentive request on an individual or batch basis.
Also, each restaurant may create customized rules that are stored
in the processing system of the present invention where these
customized rules are applied to each incentive request or a group
of requests. By using restaurant's customized rules, the system may
automatically decide whether to accept or reject the incentive
requests, determine incentives to offer, and perform other
operations.
[0042] According to another aspect of the invention, incentives may
be issued by the system without a paper certificate. Customers may
desire to avoid having a paper certificate or coupon that may get
lost. Therefore, the incentive may be issued to the customer
electronically. For example, according to one method, the incentive
information may be stored with a payment processing system
associated with the restaurant. For example, the customer may
supply payment information in order to receive an incentive. When
that payment information is input at the restaurant, the incentive
is automatically retrieved due to the association with the payment
information. The incentive may then be automatically deducted from
the amount to be charged. If the payment information is a credit
card number, the system may employ a fulfillment process that
enables a customer to pay the dining bill with a registered credit
card (where the credit card number is provided at the time the
incentive request is made). According to one embodiment, the credit
card charge (which is the full amount of the bill for the meal) is
processed so that the incentive amount is credited back to the
user, a fee is paid to the web-site operator and the balance is
paid to the restaurant. The customer may then receive a
confirmation message (e.g., via e-mail) informing the customer that
the registered credit card has been credited by a discounted
percentage or amount agreed to by the customer. With that message,
the user may be queried about the dining experience to get specific
feedback. This eliminates the need to present a certificate and
provides other advantages.
[0043] Other object and advantages of the present invention will be
apparent to one of ordinary skill in the art upon reviewing the
specification herein.
BRIEF DESCRIPTION OF THE DRAWINGS
[0044] FIG. 1 is a schematic block diagram providing an overview of
a system according to an embodiment of the present invention.
[0045] FIG. 2a is an illustration of a registration module for a
customer according to an embodiment of the present invention.
[0046] FIG. 2b is an illustration of a registration module for a
restaurant according to an embodiment of the present invention.
[0047] FIG. 3a is an illustration of an auction module according to
an embodiment of the present invention.
[0048] FIG. 3b is an illustration of a request module according to
another embodiment of the present invention.
[0049] FIG. 4 is an illustration of a graphical user interface for
personalized auction information according to an embodiment of the
present invention.
[0050] FIG. 5 is an illustration of a restaurant guide module
according to an embodiment of the present invention.
[0051] FIG. 6 is an illustration of a restaurant manager module
according to an embodiment of the present invention.
[0052] FIG. 7 is an illustration of a rewards and referral module
according to an embodiment of the present invention.
[0053] FIG. 8 is a flowchart of an auction process according to an
embodiment of the present invention.
[0054] FIG. 9 is a flowchart of an auction process according to
another embodiment of the present invention.
[0055] FIG. 10 is a flowchart of a fulfillment process according to
an embodiment of the present invention.
[0056] FIG. 11 is a block diagram illustrating a processing system
according to an embodiment of the present invention.
[0057] FIG. 12 is a flowchart of an example of an incentive
generator according to an embodiment of the present invention.
[0058] FIG. 13 is an example of an adjusted maximum discount
calculation according to an embodiment of the present
invention.
[0059] FIG. 14 is an example of a consumer profile matched to
restaurant target factors according to an embodiment of the present
invention.
[0060] FIG. 15 is an example of a base discount percentage
calculation according to an embodiment of the present
invention.
[0061] FIG. 16 is an example of an adjusted discount percentage for
competitors calculation according to an embodiment of the present
invention.
[0062] FIG. 17 is an example of a minimum spend amount calculation
according to an embodiment of the present invention.
[0063] FIG. 18 is an example of an offer presentment according to
an embodiment of the present invention.
[0064] FIG. 19 is an example of an alternate minimum spend amount
calculation according to an embodiment of the present
invention.
DETAILED DESCRIPTION
[0065] One embodiment of the present invention enables a restaurant
(or other entity) to offer (e.g., auction) gift certificates valid
for a predetermined period of time so that customers or potential
customers may bid on these certificates. The predetermined period
of time may include off peak hours of restaurant attendance. For
example, some restaurants may have excess capacity on
Monday-Thursday nights between 4 p.m. and 7 p.m. This results in
empty seats and lost revenue. The present invention provides a
creative and interactive system and method for auctioning or
otherwise offering discount certificates or other promotions at
restaurants where the time period of use may be set for off peak
hours, days, nights, or even weeks or months.
[0066] The present invention may include at least a registration
module, an auction module, a request module, a restaurant guide
module, a restaurant manager module, a rewards and referral center
module, a reservation system module, a feature auction display, an
advertisement display, and other service modules and displays.
[0067] The registration module enables potential customer
participants to sign up to receive restaurant information services
and to participate in auctions or other offers for restaurant gift
certificates and merchandise at a price below the face value. The
potential customer may enter identification information,
demographic information, restaurant preferences, and other related
information. The information is stored in a database and may be
subsequently used by restaurants for targeted marketing predicated
on detailed customer information.
[0068] The registration module also enables potential restaurant
participants to post auctions for gift certificates and
merchandise. Restaurants may target off-peak days, nights, and
hours. Thus, capacity is increased and revenue is enhanced.
Registration with the present invention may also enable restaurants
to post advertisements and receive valuable marketing information.
The system of the present invention may aggregate all bidding data
and provide restaurants with detailed information on their
customers and their dining habits, making it easier to target
meals, services, and promotions effectively. Restaurants may also
participate in chat rooms and message boards to interact with their
guests and reach potential or lost customers.
[0069] The auction module enables customers to search for a
particular restaurant or browse through a category of restaurants
and bid on gift certificates or merchandise. The bids may be less
than face value in some embodiments to entice users to make a bid
on an off-peak restaurant time. The customer may place a bid and
periodically update the bid. Alternatively, the customer may use an
auto-bid option where a maximum amount is set by the customer and
small increments are placed automatically. The customer may also
view a personalized auction list that tracks information on a
restaurant or restaurants of particular interest to the customer.
The personalized auction page may also monitor the customer's
rewards, customer's profile and targeted marketing information
which may include promotions or special offers to restaurants of
interest to the customer.
[0070] The request module enables customers to submit an incentive
request for one or more selected restaurants. Dining parameters,
such as minimum amount the customer is willing to spend, day of the
week a customer wants to dine, specific date the customer wants to
dine, time, number of individuals in the party, and other
information may also be submitted. Based on the dining parameters
and other information (e.g., user profile information), a decision
may be made as to whether or not an incentive should be given to
the customer. User profile information may include information
submitted by the user during registration, such as demographic
information, dining preferences, and other information. If a
request is accepted, the restaurant may provide a dining incentive,
such as a discount of a certain amount, valid during a specified
time period. Restaurants may process each request on an individual
basis. Also, restaurants may create customized rules that reside at
a restaurant server or on the processing system of the web-site,
where these customized rules are applied to each request to
determine whether to award an incentive and how much the incentive
should be. Accepted requests may then be displayed to the customer
for selection. The customer may select the desired incentive and
guarantee the incentive by submitting a credit card number or other
payment method (e.g., travelers check, personal check, cashier's
check, or store account) or confirming a previously registered
credit card number. When the customer pays the check with that
credit card number or other payment method, the credit card charge
is processed so that the customer receives a credit in the amount
of the incentive.
[0071] The restaurant guide module enables customers and potential
customers to locate restaurants by cuisine, area, price range and
other characteristics. A guide listing provides a description of
the restaurant along with additional information, such as location,
average price, reviews, cuisine, and directions. Customers may view
reviews from other diners describing recent dining experiences at a
particular restaurant. Also, customers may post reviews of their
own dining experiences. Customers may also view and participate in
current auctions for gift certificates. Hyper-links to information
related to a restaurant may also be provided, such as menus,
reviews, and an official restaurant web-site. A recipe center and
chat/message board are also available to establish communication
between restaurants and customers, including current and potential
customers. A gifts center may be available to enable customers to
browse and purchase products affiliated with a particular
restaurant or products that related to cooking and dining in
general. For example, customers may purchase hats, mugs, recipe
books, articles of clothing, such as shirts, sweatshirts, jackets,
and other types of merchandise imprinted with a particular
restaurant. In another example, customers may purchase cooking
tools, spices, and cook books that relate to cooking/dining in
general and may have no affiliation with a particular
restaurant.
[0072] A restaurant manager module enables a restaurant to create
new auctions, delete existing auctions, modify existing auctions,
track current bids, set schedules for the activation of one or more
auctions, and create and update auction templates. In addition,
restaurants may access customer information to view demographic and
dining frequency information. By using this information,
restaurants may create targeted advertisements and promotions to
customers and potential customers. Sales history is also available
to the restaurant. Targeted advertisements may be based on past
sales records. Account information regarding fees and payment
information are also available.
[0073] A rewards and referral module enables a customer to monitor
and redeem points and credits awarded to the customer by the
present invention. For example, by providing email addresses of
friends, business associates, family members, or acquaintances, a
customer may receive monetary or other types of rewards.
[0074] FIG. 1 is a diagram of an overview of a system 100 that
provides auction services and restaurant information services
according to an embodiment of the present invention. A plurality of
users 102 and restaurants 104 may access system 101 through the
Internet or other communication channel. System 101 may contain
various service modules and displays including a registration
module 110 which may include a module for customers 112 and a
module for restaurants 114, an auction module 120, a feature
auction display 122, a request module 125, a restaurant guide
module 130, a restaurant manager module 140, a rewards and referral
center module 150, a restaurant reservation system module 160, and
an advertisement display module 170. System 101 may also access
databases containing various information regarding customers,
restaurants and other pertinent information. For example, databases
may include profiles of customers 180, profiles of restaurants 182,
sales history records 184, and marketing data 186.
[0075] Restaurant reservation system module 160 enables users to
make reservations at a desired restaurant by providing information,
such as time, number of people, seating preferences, etc. Feature
auction display 122 may serve as a premium spot for restaurants to
inform users of current or upcoming auctions for dining
certificates or other merchandise. Advertisement display 170
features ads from participating restaurants or other merchants.
[0076] To obtain the services and benefits of the present
invention, a potential customer may register with system 101, at
registration module 112. Previous customers may proceed directly to
another module to begin use of the system without re-registering
multiple times. FIG. 2a provides an example of a registration page
for a potential customer participant. Registration information may
include identification information module 210, demographic
information module 220, restaurant preference information module
230, and other information modules. For example, identification
information may include the potential customer's name, email
address, zip code, and a username and password for access to the
processing system of the present invention. Demographic information
may include profession, income, gender, and age. Restaurant
preference information may include dining frequency, favorite
restaurants, favorite types of foods, preferred price range, and
preferred location of restaurants.
[0077] FIG. 2b provides an example of a registration page for a
potential restaurant participant. Registration information may
include restaurant description module 250, meal description module
260, facilities description module 270, and other information
modules. For example, registration information may include a brief
restaurant description, contact person, type of cuisine, average
meal price, address, phone number, fax number, email address, hours
of operation, credit card access, wheelchair access, parking, valet
parking, party space, banquets, outdoor seating, live music, view,
child friendly, smoking areas, and other information relating to
the restaurant's attributes.
[0078] FIG. 3a is an illustration of an auction module according to
an embodiment of the present invention. Auction module 120 may
contain a search-for-auction module 310, an auction display module
320, a bidding module 330, and a personalized auction page module
340.
[0079] Search-for-auction module 310 may enable the user to locate
an auction or auctions by restaurant name through restaurant name
module 312, cuisine type through cuisine type module 314, location
including city, zip or geographic area, certificate days valid, and
other characteristics. The module may also enable the user to enter
specific search terms, at search term module 316. Alternatively, a
listing of cuisine, cities, etc., may be displayed so that a user
may click on a category to view a listing of auctions relevant to
that listing, at listing module 318.
[0080] An auction display module 320 may then display the auction
or auctions. The name of the restaurant with a link to view the
restaurant guide and a description of the certificate being
auctioned including promotional material, time period, number of
certificates, time left to bid, the value of the certificate,
minimum bid, status of the auction and current bids may be
displayed. Promotional materials may include a slogan,
advertisement, a graphic, or a logo relating to a restaurant.
[0081] After the bids have been processed, processing system 101
determines the winner of a particular auction. The winner may then
be posted through winner module 350. Losing bidders are also
notified that the auction that the bidder bid on closed without
being declared a winner. In addition, the losing bidder may be
notified of other auctions that correspond to one or more
parameters of the auction on which the bidder unsuccessfully bid.
Also, the winner may download the certificate or item for
redemption. Alternatively, the winner may request that the
certificate be sent to the restaurant where the winner may inform
the restaurant of the certificate at time of redemption.
[0082] The user may participate in the bidding through bidding
module 330. The user may enter the quantity of bids through
quantity module 332, and a bid amount through bid amount module
334. The user may bid in a variety of different ways. For example,
the user may monitor the bids and periodically revise the bid to an
amount the user is willing to pay. Alternatively, the user may
select an auto-bid feature that allows the user to submit a maximum
bid amount and a bid increment amount where the bids are
automatically incremented up to the maximum amount specified. If
multiple certificates are awarded, a dutch auction technique may be
used so that the closing price is equal to the lowest winning
bid.
[0083] The user may also select personalized auction page 340, as
discussed in further detail below.
[0084] FIG. 3b is an illustration of a request module 125 according
to another embodiment of the present invention. This request module
may operate on a web server accessible over the Internet by users.
This embodiment enables the user to input information sufficient to
enable the system to determine what incentives to make available to
the user. For example, a user may submit one or more incentive
requests for one or more selected restaurants where each selected
restaurant may determine whether to accept a user's request and
provide a dining incentive. Various modules may be provided that
interact with the users to obtain that information. These modules
may include a select restaurant module 360 and a dining parameters
module 370. Request module 125 may also contain an offer(s) display
module 385, a credit/debit card module 390 and other modules.
[0085] Select restaurant(s) module 360 may be provided to interact
with the user to facilitate the user's selection of one or more
restaurants or other dining facilities, either by name, type,
category or location. For example, the user may input Bob's House
of Beef, Steve's Chinese and Joe's Chili. Also, the user may input
and select "all restaurants on K Street in Washington D.C." For
example, the user may select three restaurants from which to ask
for an incentive, whereby the user will select one depending on the
amount of incentive these restaurants will offer. The user may
employ various search techniques to specify the one or more
restaurants to select. For example, the user may locate one or more
restaurants by restaurant name, cuisine type, ratings, expense,
reviews, location, and other characteristics. The user may also
search by specify various terms. For example, the user may desire
to select all restaurants for which a description says "modern" and
"unique". Alternatively, the user may view a listing of restaurants
and select one or more restaurants from the listing. Essentially,
select module 360 may comprise any module that enables a user to
select one or more restaurants for which an incentive offer is
requested.
[0086] The user may enter various dining parameters associated with
the request for an incentive, at dining parameters module 370. For
example, the user may enter the date the user expects to dine, the
time of day during which the user would like to dine, and the
number of people that will be in the party. In addition, the user
may enter the number of adults and/or number of children that will
be in the party. The user may enter the minimum amount the user is
willing to spend, at each selected restaurant. The minimum amount
the user is willing to spend may vary with each restaurant. For
example, the user may enter a higher minimum amount for one
restaurant (e.g., a more expensive restaurant) and a lower minimum
amount for another (e.g., a less expensive restaurant). Separate
input dining parameters may be for each restaurant or restaurant
type selected by the user. Other information regarding the user's
prospective dining plan may also be entered.
[0087] An offer(s) display module 385 may be provided to process
the selected restaurants and dining parameters to determine the
incentive, if any, each restaurant is willing to provide, the
amount, and other terms. The incentive may be a discount in the
form of a percentage off, a dollar amount, two-for-one specials, or
other incentive.
[0088] Each request may be processed on an individual basis by or
on behalf of each selected restaurant. For example, for each
incentive request, the restaurant may determine whether to accept
or reject the request. If the restaurant decides to offer an
incentive to the user, the restaurant may determine the amount or
type of incentive the restaurant is willing to offer to that
particular user based on various factors. For example, if a
particular user requests an incentive for a 5:00 pm Thursday night
dinner, the restaurant may offer this user a greater incentive
because the request is for dinner during off-peak hours. However,
if this request is for a night that is booked by a large private
party, the restaurant may not feel a need to offer a large
incentive. Thus, each incentive request is examined by the
restaurant on an individual basis.
[0089] Restaurants may create rules to be applied to each request.
These rules may be submitted to the processing system of the
present invention or may reside on a computer at the restaurant.
This enables the restaurants to have determinations made on an
automated basis, rather than requiring the restaurant to manually
reject, accept, and determine discounts for each individual
request.
[0090] For example, restaurants may create rules based on user
entered variables, internal variables or other information. User
entered variables may include registration information submitted by
the user (e.g., profile information), dining parameters, and other
user entered information. Internal variables may include new
customer status, dining frequency, beverage choice, competitive
set, and other variables. A competitive set may include a list of
the user's preferred restaurants (or restaurants that the user is
currently requesting incentives from). Restaurants use competitive
sets to evaluate for competitive pressures in processing the
incentive requests.
[0091] For example, the restaurant may want to target new
customers. The restaurant may submit a rule specifying that new
customers are to receive a discount of 35% off the minimum amount.
Also, if the restaurant wants to discourage or encourage the
attendance of children, the restaurant may specify a rule where
users who indicate children attendees will receive a small or no
incentive to discourage or a relatively larger incentive to
encourage.
[0092] The restaurants may also specify a scaling function where
the more the user is willing to spend, the greater the discount.
For example, if a user enters a minimum amount of $30, a 10%
discount will be offered. Whereas, if a user enters a minimum
amount of $150, a 20% discount will be offered. The scaling may be
based on total dollar amount or dollars per person. Restaurants may
also define rules to encourage users to dine at a different time.
For example, if a user requests an incentive for 7-9 pm, the
restaurant may offer a more attractive incentive for 5-7 pm.
Multi-unit restaurants may also define rules to encourage users
from a busy location to a less busy one. For example, if a user
requested an incentive for location A, the restaurant may offer a
more attractive incentive if the user is willing go to location B.
Other rules and factors may define the restaurants' preferences and
goals. Restaurant defined rules enable restaurants to target a
specific audience or type of customer.
[0093] Once the user has selected an offer displayed in the
offer(s) display module 385, the user may secure the savings
offered by the selected restaurant with a credit/debit card (or
other mode of securing payment) previously submitted or the user
may submit a new credit/debit card at this point. The user may dine
at the selected restaurant and pay the entire amount of the bill
with the registered credit/debit card. After the charge is
processed, the incentive amount will be credited back to the
user.
[0094] A personalized auction page module 340, as shown in FIG. 3a,
may be provided. FIG. 4 illustrates an example of a personalized
auction page which displays information according to the user's
preferences. A personalized auction page may include a "my
auctions" module 410, a "my rewards" module 420, a "my profile"
module 430, a marketing module 440, and a member support services
module 450.
[0095] The "my auctions" module 410 may enable the user to create
an auction list at create auction list module 412 by specifying a
certain restaurant or restaurants of interest, particular
characteristics of restaurants, type of cuisine, or other
characteristics. The "my auction" module 410 may then display and
monitor the current bids for the specified restaurants of interest
through a monitor current bids module 414. Users may also browse
through an auction list, at browse auction list module 416. The
user may monitor and submit bids on gift certificates useable at
the user's preferred restaurants.
[0096] The "my rewards" module 420 may enable the user to monitor
points, credits, and other awards attributed to the user through
monitor my rewards module 422. For example, the user may be awarded
points or credits for signing up individuals with the present
invention. Users may also receive awards and credits for signing up
restaurants with the processing system. At any time, a user may
redeem or cash in the accumulated points and credits for gift
certificates, cash or other types of awards or benefits through
redeem my rewards module 424.
[0097] The "my profile" module 430 enables the user to modify and
update personal preferences and settings, at update preferences
module 432. A user may change targeted advertisement settings or
restaurant preferences. These settings may affect the type of
information received by the user regarding promotions and special
offers.
[0098] Marketing display 440 presents promotions and special offers
from restaurants that are of particular interest to the user based
on the user's profile, preference settings, sales history, and
other personalized information.
[0099] FIG. 5 is an illustration of a restaurant guide module 130
according to an embodiment of the present invention. The restaurant
guide provides a quick and easy way to obtain information regarding
possible places to dine. Reviews and comments by recent customers,
driving directions and other pertinent information are provided by
this module. Restaurant guide module 130 may include a search
module 510, a current auctions display module 520, a guide listings
module 530, a recipe center module 540, a gifts center module 545,
and a chat/message board module 550.
[0100] Search module 510 enables a user to search for a restaurant
or restaurants by cuisine type through cuisine module 512, price
range through price range module 516, location through area module
514 including zip code, city, or region, or other search
parameters. The results of a search may be presented in guide
listings module 520.
[0101] Guide listings module 520 may provide a description of a
restaurant or restaurants including an address, phone number,
cuisine type, hours of operation, driving directions, a map, and
other characteristics, at description module 522. The user may also
view auctions associated with this restaurant and current auctions
that are in progress. A community rating and review may also be
presented to the user, which may include a cost index, reviews
posted by other users of the present invention describing recent
dining experiences, at community rating module 524. Information
regarding parking, payment options, handicap services, etc. may
also be available. Users may post a personal review of the
restaurant. A hyper-link to the restaurant's official home-page may
also be available along with links to menus and published reviews.
In another embodiment, a hyper-link to a separate restaurant page
presented by the present invention containing detailed information
regarding the restaurant may also be made available.
[0102] Current auctions display module 530 displays all the
auctions that are currently in progress. If an auction of interest
is displayed, a user may participate by placing a bid. A
description of the restaurant, at current auction description
module 532, along with the specifics of the auction, community
ratings and other relevant information may be presented to the
user, at current auction community rating module 534.
[0103] Recipe center module 540 may provide various recipes and
cooking tips from chefs of various restaurants. Alternatively,
customers may be able to purchase recipes or a compilation of
recipes from a particular restaurant or type of cuisine. This
module may also serve as a reference for cooking terminology,
exotic and conventional spices, restaurant etiquette, and other
topics relating to recipes and dining.
[0104] Gifts center module 545 may enable customers to browse and
purchase products that may be associated with a particular
restaurant or products associated with restaurants in general. For
example, a popular Mexican restaurant may provide hats, mugs,
T-shirts, sweatshirts and other items imprinted with the
restaurant's logo. The gifts center module 545 may offer products
related to cooking or dining in general. For example, cooking
products, such as salt & pepper grinders, spices, and cooking
utensils may be available for purchase.
[0105] Chat/Message board module 550 may provide a forum for
customers (or potential customers) and restaurant managers,
employees or chefs to communicate with each other. Restaurants may
obtain valuable feedback from customers regarding service,
cuisine/menu selection, ambiance, particular employees of the
restaurant (e.g., host, hostess, waiter, waitress) and other
information. Also, customers may communicate with other customers
of similar tastes in cuisine/restaurants and dining preferences.
This service may even serve as a suggestion box for restaurants
that value customer feedback.
[0106] FIG. 6 is an illustration of a restaurant manager module 140
according to an embodiment of the present invention. This module
provides restaurant participants with a plurality of services,
including auction postings and targeted marketing strategies.
Oftentimes, restaurants advertise to the public in general. This
method of advertisement is ineffective and too broad because
specific interests and needs of customers are not addressed. As a
result, potential customers are lost and resources are wasted. By
providing a method and system of obtaining accurate and recent
demographic, identification, and dining information of customers,
restaurants may target advertisements to meet the needs of each
individual customer thereby attracting more new customers and
keeping the current ones. The present invention also provides
restaurants with information on the method of communication most
preferred by customers. For example, some customers may prefer to
receive information via email as opposed to mail delivery. If
advertisements and promotions are specifically geared to a
customer's personal interests, that customer is more likely to read
and take advantage of the special offer. Otherwise, general
advertisements are often discarded.
[0107] For example, a customer may indicate on his profile that he
prefers pasta, chicken, and Italian cuisine, but is allergic to
seafood. Targeted advertisements relating to Italian restaurants
with special emphasis on pasta dishes with chicken may be sent to
this customer. However, advertisements relating to seafood may be
avoided.
[0108] Restaurant manager module 140 may provide an auction
postings module 610, a "my customer" module 620, a promotion module
630, a sales history module 640, and an account module 650.
[0109] Auction postings module 610 enables the restaurant to create
new auctions, delete existing auctions, and modify existing
auctions, at create/delete/modify module 612. Also, current bids
may be tracked and monitored, at monitor auction module 614. The
restaurant may create, delete and modify auctions through the
web-site of the present invention, by fax, or phone service. Also,
a schedule may be set by the restaurant wherein a specified number
of gift certificates with specified conditions may be made
available for auction at a set schedule, at set schedule module
616. For example, ten gift certificates for a particular restaurant
may be schedule to be auctioned off every Tuesday for a designated
period of time. Restaurants may also store templates of gift
certificates at this module for ease in completion and posting.
[0110] The "my customers" module 620 enables a restaurant to view
aggregate or specific data on customer demographics, dining
frequency, and other related information, at view data module 622.
A restaurant may also create a survey to be filled out by users of
the present invention for more detailed information, at create
survey module 624. Restaurants may use customer and dining
information to create targeted advertisement to attract a
particular customer or group of customers.
[0111] Promotion module 630 enables the restaurant to create highly
targeted marketing strategies. For example, this module provides
the ability to create an email promotion, a web promotion,
customized messages online, or other marketing techniques geared to
meet the needs of potential customers or current customers.
Restaurants may also specify the location of advertisement for
greater exposure on areas on the web-site designated as premium
space, which may include the home-page, front module pages, etc.
Font, size, graphics, color, animation, duration, and other
features may be specified for optimal presentation of
advertisement. For example, an advertisement may be displayed as
the feature auction display 122 on the home-page of the present
invention.
[0112] Sales history module 640 enables the restaurant to track and
monitor sales through the present invention, view bids-to-date, and
process other biding information. This information may be organized
by days, weeks, months, store region, and other parameters. A sales
history report may also include contact information, biographical
information, purchasing habit information, and dining preferences.
In addition, targeted advertisement may be generated based on past
sales information.
[0113] Account module 650 provides information regarding fees for
each certificate sold or posted. Restaurants may check the status
of their bill for various services. For example, the processing
system may charge a fee for use of advertisement space on certain
premium space. Also, a fee may be generated based on the number of
certificates sold through the system. Payment by credit card,
checking account, or other modes of payment may be made on this
module.
[0114] Summary page module 660 may provide the restaurant with a
report outlining the results of an auction for one or more items
posted by the restaurant. Attendance report module 670 may allow
the restaurant to indicate which winners redeemed the items at the
restaurant. The information gathered from these modules may be used
for targeted marketing and promotions.
[0115] FIG. 7 is an illustration of a rewards and referral module
150 according to an embodiment of the present invention. The user
may monitor through monitor rewards module 710, and redeem points
and/or credits awarded to the user for referrals or other reasons
through redeem rewards module 720. The user may provide email
addresses or other information of individuals who may be interested
in receiving information regarding the present invention through
refer friends module 730. For example, for each individual that
signs up with the present invention as a result of a referral, the
user is awarded points or credits. Also, a user may receive points
for each restaurant that signs up with the present invention. When
a sufficient amount of points and/or credits have been accumulated,
the user may request redemption in cash, gift certificates, or
other types of awards.
[0116] FIG. 8 is a diagram of a flowchart of an auction process
according to an embodiment of the present invention. A restaurant
may post an auction for a dining certificate using the web-site of
the present invention, fax, or phone, at step 810. A potential
customer may enter the web-site and search for a restaurant of
interest by location, cuisine, restaurant name, meal type,
certificate days valid, or other parameters. The potential customer
may bid on a certificate of choice after credit card registration.
When a desired restaurant is found, the potential customer may bid
on the dining certificate for a fraction of the face value, at step
820. When a winner is determined, the auction is closed at step
830. Winners and losers may be notified by email, fax, phone or
other modes of communication. Also, restaurants may receive a
summary page outlining the results of the auction by fax, email,
phone or other modes of communication. The winner may dine at the
restaurant and receive a discount equal to the dining certificate
for the bill, at step 840. The restaurant may then report the
customer's attendance in order to ensure correct billing and
responsible bidding by customers, at step 850.
[0117] When posting an auction at step 810, restaurant may provide
a variety of information. This information may include an item
description (dining certificate or merchandise), restrictions
(valid dates and times), retail value, other benefits, starting bid
amount (for example, 1/3 of the retail value), quantity, duration
of auction, instant purchase option, recurrence of auction (for
example, daily, weekly, etc.), and optional features which may
include increasing the prominence of the display through font, bold
face, highlight, graphics, and placement on home page and other
pages. An instant purchase option may enable a restaurant to
specify a fixed dollar amount for which the user may buy a
certificate without participating in the auction. For example, a
restaurant may wish to provide a specified quantity of $50.00
certificates with an express feature of $35.00 so that any user may
purchase the certificate immediately without participating in an
auction.
[0118] Auction certificates may be provided to winners in a variety
of ways. For example, electronic certificates may be downloaded by
the winner or emailed to the winner at the close of the auction,
after proper payment at the closing price. The winner may present
this certificate to the restaurant and have the amount credited to
his or her bill after the dining experience. If the certificate is
not pre-paid, the user may pay for the certificate and any balance
due after dining at the restaurant.
[0119] An electronic certificate may be sent to the restaurant
and/or the winner. If an electronic certificate is sent to the
restaurant, the user may inform the restaurant of the certificate
available to the user where the amount is credited automatically to
the user's bill. In this case, the user does not need to possess
the certificate when dining. After a customer wins a bid, he or she
may make a reservation at the restaurant where the certificate is
valid, at restaurant reservation module 160.
[0120] Certificate sales may be monitored by sales history. The
information may include the number of bidders, number of
certificates sold including characteristics of the certificates,
average closing price, the percent of the retail value for which
the certificates were sold and other relevant information.
[0121] FIG. 9 is a diagram of a flowchart of a request process
according to an embodiment of the present invention. Users may
submit one or more incentive requests at one or more selected
restaurants. Incentive requests may further include various dining
parameters. Restaurants, in response, may provide dining incentives
to the user based on the user's dining parameters, restaurant
preferences, sales data, marketing strategies, capacity, and other
information. Restaurants may also decide not to provide an
incentive to the user and reject the request.
[0122] Restaurants may process each incentive request on an
individual basis. Also, restaurants may create customized rules
that reside at a restaurant server or in the processing system of
the present invention where these customized rules are applied to
each incentive request.
[0123] To participate in a request process according to one
embodiment of the present invention, a user may select one or more
restaurants, at step 910. The user may input dining parameters, at
step 920. Dining parameters may include the date of the dining
experience, the time the user wishes to dine, the number of people
in the party, how many children and/or adults, and other
information. The user may also enter the minimum amount of money
the user wishes to spend at each selected restaurant. The minimum
amount may vary for each restaurant. For example, if the user
selected three restaurants at step 910, the user may submit a bid
of $30 at one restaurant and $80 at another more expensive
restaurant.
[0124] At step 930, each incentive request may then be processed.
Factors and/or rules, which may be specified by participating
restaurants, may be used to determine whether to accept or reject
the incentive request, in step 940. Processing an incentive request
may involve determining an acceptance or rejection, calculating an
incentive, and performing other operations.
[0125] User entered variables, internally tracked variables, and
other factors and information may be used to process each incentive
request. User entered variables may include information such as the
anticipated dining time and date, the number of children, and other
information entered by the user. Profile information entered by the
user during registration may also be used to process the incentive
requests. Internal variables may include information maintained by
the restaurant regarding the user's dining habits. Internal
variables may include new customer status, dining frequency,
beverage choice, past dining feedback, competitive set and other
internal variables. Other factors and information may also be used
to process incentive requests.
[0126] Restaurants may determine whether to accept or reject a
user's request on an individual basis. In addition, if a request is
accepted, each restaurant may determine an incentive in response to
a user's request on an individual basis.
[0127] Also, restaurants may submit customized rules to the
processing system of the present invention where these customized
rules are applied to each incentive request. These customized rules
determine whether to accept or reject each incentive request. If a
request is accepted, the rules may be used to determine an
incentive. An incentive may include a discount amount, discount
percentage or other incentive. For example, the restaurant may want
to offer higher discounts when a potential customer indicates an
off-peak dining time. In this example, the restaurant may offer a
35% discount for any diner who specifies a dining time before 5:00
pm and after 3:00 pm, on a Sunday or a weeknight. Other rules,
factors or variables may also be specified by the restaurant. This
eliminates the need to individually reject, accept, and calculate
the price for each request made by each user. By implementing
restaurant defined rules, restaurants may target a specific
audience or type of customer.
[0128] According to another embodiment of the present invention,
automated links to databases of multi-unit restaurants may further
enhance the offer generation process through the application of
proprietary algorithms. Multi-unit operators routinely poll
point-of-sale systems at each restaurant location, and then
aggregate key financial and performance data for reporting and
forecasting purposes. Restaurants may utilize the latest
location-specific sales trend data, hourly sales data, and other
forms of information to generate an offer. For example, many
restaurants operate in chains where affiliate restaurants are
situated in various locations to cater to patrons of different
locations. For each affiliate restaurant in a specific location,
there may be sales trends specific to that location. Multi-unit
operators may utilize these sales data and other information to
provide incentives to users who request an incentive for a
particular restaurant. For example, a user may request an incentive
for Joe's Bistro in the downtown location. However, the downtown
location may be busy for the night requested whereas the Joe's
Bistro located slightly further away from the city has more tables
available. Based on this data and other information, Joe's Bistro
may offer the user a greater, more attractive incentive to dine at
the less busy location.
[0129] At step 950, the one or more offers and applicable
incentives may be displayed to the user. The user may then select
the desired restaurant and incentive at step 960. At step 970, the
user may guarantee the savings with a registered credit/debit card
or other mode of securing payment. If a credit/debit card is not
registered, the user may register a credit/debit card or other mode
of securing payment at this step. The user may then proceed to
fulfill the accepted offer, at step 980.
[0130] FIG. 10 is a diagram of a flowchart illustrating a
fulfillment process according to an embodiment of the invention.
Once a user has selected an offer and secured the offer with a
registered credit/debit card or other mode of securing payment, as
discussed in FIG. 9, the user may dine at the selected restaurant
at step 1010. At step 1020, the user may then pay the bill with the
registered credit/debit card or other mode of securing payment.
According to one method, the incentive information may be stored
with or accessible by a payment processing system associated with
the restaurant. When the user supplies the payment information at
the restaurant to pay the bill, the incentive is automatically
retrieved due to the association with the payment information. At
step 1030, the registered credit/debit card or other mode of
securing payment may then be credited with the guaranteed incentive
or savings. At step 1040, the customer receives an email or other
correspondence confirming the incentive or savings. In addition,
information may also be solicited, such as feedback regarding the
restaurant and dining experience, at step 1050. The system may
present services, advertisements, and other targeted information to
the customer. For example, if the customer indicated that he or she
had an unpleasant experience at a particular restaurant, that
restaurant may offer a coupon/voucher for a discount or other
incentive so that the customer may give the restaurant another try.
At step 1060, a fee is paid to the web-site operator and the
balance is paid to the restaurant.
[0131] According to another embodiment of the present invention,
restaurants and other entities may track items purchased via the
credit/debit redemption process. This capability may be used to
enhance user profiles for offer generation. Item specific
promotions may also be available to users. These promotions may be
funded by the restaurant, or directly by manufacturers or food and
beverage suppliers. For example, a user may order a specific bottle
of red wine with his or her meal. By fulfilling the incentive with
a registered credit/debit card, the restaurant or other entity may
keep track of items purchased, such as the particular bottle of red
wine. This information may be used to offer an incentive (e.g., 10%
discount) for the same bottle of red wine. Also, a competitor may
offer a generous discount to the user to try a similar red wine of
the competitor's brand.
[0132] The present invention may also offer a reward system in the
form of reward points with a cash value (e.g., 1 banana point=$1).
The system may reward points to users who perform certain
activities. Activities may include filling out a survey, writing
customer reviews, receiving an opt-in email or performing other
activities. These reward points may be used when accepting an offer
at a restaurant. For example, when a user accepts an offer to dine
at a particular restaurant which will give the user a 30% off
discount provided the user spends $40, the user also has the option
to redeem the reward points (e.g., banana points) and use them
towards the meal. Thus, the user receives a charge for the dinner,
a credit back from the incentive, and a credit back from the reward
points.
[0133] The fulfillment process may be implemented through a third
party, such as a credit card company or other processing
system.
[0134] FIG. 11 illustrates an overview of another embodiment of the
present invention. Restaurants 1110 and other service or product
providers may desire to reduce excess capacity during off peak
times (e.g., hours, months, seasons, etc.). Processing system 1120
may provide yield management through yield management module 1122,
information through infomediary module 1124, and other services and
products, through other modules 1126. Processing system 1120 may
provide incremental revenue data, customer data, and other
services, products, and information to participating restaurants
1110 and other service or product providers. For example, by
providing customers with an incentive to dine at restaurants,
incremental profits are realized with minimal costs and efforts by
the restaurant. Restaurants may reduce excess capacity during
off-peak hours by providing incentives to users to dine during
those hours. Restaurants may also acquire new guests, gain customer
information, preserve price and brand integrity, and other
benefits. Users receive benefits as well. For example, users may
receive savings on their dining experiences, customer reviews as
well as other benefits and services.
[0135] Yield management module 1122 may provide reverse auctions,
customized pricing, dynamic pricing and other services. Infomediary
module 1124 may provide customer profiles, email marketing, loyalty
programs, customer feedback and other services.
[0136] Users 1170 may access processing system 1120 through portals
1130, such as web-based search engines and other Internet services;
directories 1140; wireless devices 1150, such as cellular phones
and personal digital assistants (PDAs); and dining sites 1160, such
as reservation services, restaurant guides. Other modes of
accessing processing system 1120 may also be implemented.
[0137] FIG. 12 is an example of flowchart 1200 illustrating an
incentive generator according to an embodiment of the present
invention. At step 1210, a restaurant may determine a maximum
discount for a selected day or other time frame based on restaurant
preferences and other factors. At step 1212, a user's profile or
other user entered information may be compared to restaurant target
factors. At step 1214, a base discount percentage may be
calculated. At step 1216, a restaurant or other entity may define
competitors and adjust the base discount percentage based on user
history, current user purchases, and other data. At step 1218, a
restaurant or other entity may determine a minimum spend amount. At
step 1220, for each restaurant, an offer may be presented to the
user where the restaurant may specify a discount percentage, a
minimum spend amount, and other information. The user may accept an
offer from a restaurant or other entity, at step 1222 and proceed
to a credit card guarantee process, at step 1224. The user may
decide to enter one or more alternative minimum spend amounts, at
step 1226. A restaurant may then adjust the percentage in response
to the user's alternative minimum spend amount, at step 1228. Each
restaurant may then present offers to the user based on the
alternate minimum spend amount, at step 1220.
[0138] FIG. 13 illustrates an example of a process for determining
a maximum discount available according to an embodiment of the
present invention. A restaurant or other entity may submit a
maximum discount in the form of a percentage or other measurement.
In this example, a restaurant has selected a maximum discount of
35.0% off a dining bill, i.e., the maximum discount the restaurant
is willing to offer to a user. The restaurant may vary the maximum
discount by submitting a multiplier for a selected date, or other
time frame. The multiplier may be selected daily, weekly,
bi-weekly, monthly, or other length of time. This factor enables
the restaurant to alter the maximum amount of discount available to
users as needed. In this example, a restaurant has increased the
maximum discount by about 15% by indicating a multiplier of 115%
for time periods where restaurant capacity is low. A restaurant may
also lower the maximum discount by providing a multiplier of less
than 100% for time periods when the restaurant is normally busy. An
adjusted maximum discount for a selected time frame may be
calculated by multiplying the restaurant defined maximum discount
and a restaurant defined multiplier. For example, an adjusted
maximum discount of 40.3% reflects an increase set by the
restaurant defined by a multiplier of 115%.
[0139] FIG. 14 illustrates an example of a process for matching a
consumer profile to restaurant target factors. A restaurant may
assign a rank for various factors to determine an optimal discount
amount for a particular user based on user information and
preferences. For example, factors may include customer status
(e.g., a new customer), cuisine type, dining frequency, internal
tracking factors, marital status, age, household income, education,
party size, alcoholic beverages, and other factors that may be of
interest to the restaurant in determining an optimal incentive
amount. A restaurant may rank the importance of various factors by
assigning a numerical value to each factor. For example, a
restaurant may rank factors by assigning a value of 5 for high
importance, 4 for moderately high importance, 3 for some
importance, 2 for little importance, and 1 for low importance. In
this example, the restaurant may consider new customer status as an
important factor by assigning this factor a value of 5 (for high
importance). Other methods of assigning importance to factors may
also be used.
[0140] Customer information and preferences may be used to assign
values to each factor. As shown in FIG. 14, customer information
may be used to assign a "yes" or "no" answer for each factor. In
this example, an answer of "yes" receives one point while an answer
of "no" receives zero points. Other point assignments may also be
used. For example, customer profile information, which may include
demographic information, historical information, and other user
input information may be used to assign values to these
factors.
[0141] The points earned for each factor may be determined by
multiplying the restaurant rank and the customer assigned value.
For example, a restaurant may want to target users who dine at
dining establishments on a frequent basis, e.g., 4 or more times a
week, by assigning a high rank to this factor, e.g., 5. Based on
the user's profile and historical information, it may be determined
that a user dines out about once or twice a week so that a dining
frequency factor of 4 or more times a week may receive a "no"
answer from the customer, i.e., a zero value. Therefore, the points
earned for this factor may be valued at zero (restaurant assigned
rank (e.g., 5) multiplied by customer determined value (e.g.,
0)).
[0142] A highest possible score may be determined by summing the
restaurant ranks for all factors. An actual customer score may be
determined by summing the points earned for all factors. FIG. 15
illustrates an example of a process for determining a base discount
percentage according to an embodiment of the present invention. A
percentage of maximum discount earned may be calculated by dividing
an actual consumer score by a highest possible score. In this
example, an actual customer score of 29 may be divided by a highest
possible score of 40 to yield a maximum discount earned percentage
of 72.5%. Next, the adjusted maximum discount calculated in FIG. 13
may be applied to the percent of maximum discount earned to obtain
a base discount percent. For example, a base discount percent may
be calculated by multiplying the adjusted maximum discount of 40.3%
and the percent of maximum discount earned of 72.5%. In this
example, the base discount percent is determined to be 29.2%. This
value is the amount of discount a restaurant has calculated as an
optimal amount based on restaurant ranked factors and customer
assigned values for each factor.
[0143] FIG. 16 illustrates an example of a process for defining
competitors and adjusting the base discount percentage based on
user history, current user selections and requests, and other data
according to another example of the present invention. A restaurant
may identify one or more competitors and provide an extra discount
incentive if a user has previously or currently purchased or
requested incentives associated with one or more competitors. An
extra discount incentive may also be provided when a user
identifies one or more competitors as a preference, dines at an
establishment associated with one or more identified competitors,
or performs other transactions associated with competitors. For
example, a Mexican restaurant located in Santa Monica may identify
three other Tex Mex restaurants within the same area as
competitors. The Mexican restaurant may assign a higher extra
discount percentage to a fierce competitor and a lower percentage
to a different competitor if the user has previously or currently
purchased or requested incentives from one or more competitors, for
example. A restaurant may offer a different percentage if a user
has identified a competitor in a current shopping cart. For
example, if a user has purchased an incentive or participated in an
auction associated with an identified competitors, the restaurant
may be willing to offer a different incentive, e.g., a higher
incentive for a current purchase related to an identified
competitor. In another example, if a user has purchased an
incentive from a competitor for a different day (for example)
during the current shopping experience, the restaurant may assign a
different discount. In another example, a competitor restaurant may
be one of the restaurants that is in current competition for the
user's selection. If Competitor #3 is present in the user's history
and Competitor #1 is present in a current shopping cart, then the
discount percentage may be adjusted by adding 3.0% and 6.0% to the
base discount percent of 29.2% to yield an adjusted discount
percent of 38%. This enables a restaurant to compete with other
restaurants by offering a more attractive incentive to a user. The
user also benefits by receiving higher discounts from competing
restaurants.
[0144] FIG. 17 is an example of a process for determining a minimum
spend amount according to another embodiment of the present
invention. A restaurant may define a minimum spend amount by
evaluating the party composition, time of attendance and other
specifics. For example, a user may identify a party of two adults
and two children. The restaurant may determine that an adult may
spend an average of $10.25 for a meal during the evening and a
child may spend an average of $4.75 for a meal during the evening.
By calculating the average amount a party of two adults and two
children may spend, a minimum spend amount may be determined. The
average amount may be determined by historical data, time and day
specifics, and other factors. To generate a more attractive
incentive, a restaurant may offer a lower minimum spend amount. If
customers who dine at a particular restaurant normally drink wine
(or other alcoholic beverage) with their meals, a higher minimum
spend amount may be offered.
[0145] FIG. 18 illustrates an example of a process for presenting
offers to a user according to an embodiment of the present
invention. For each restaurant selected by the user, the restaurant
name, a dining date and incentive may be presented to the user. For
example, a restaurant may offer "38% off on a purchase of $30 or
more."
[0146] A user may then select an offer and proceed to an incentive
guarantee process via credit card or other mode of payment. Another
option available to the user is the option to enter one or more
alternative minimum spend amounts and request a new offer. FIG. 19
illustrates an example of a step for adjusting a minimum spend
amount according to an embodiment of the present invention. After
receiving the offers, the user may have made changes to his or her
dining plan or the user may not be satisfied with the offers he or
she received in response to the request for incentives. For
example, a user may submit an alternate minimum spend amount of
$25.00 where the percentage difference from the original amount of
$30.00 is 83%. A percentage of 100% may then be subtracted from 83%
to obtain a percent change of -17%, in this example. A restaurant
may specify a multiplier for when a user submits an alternate
minimum spend amount that is lower/higher than the original spend
amount. In this example, a restaurant has specified a "below"
multiplier of 1.50 for when the alternate minimum spend amount is
lower than the original spend amount. In another example, a
restaurant may define a multiplier to adjust offers for requested
spend amounts that are greater than the original spend amount.
[0147] According to this example, the below multiplier may be
multiplied by the percent change to result in an adjusted percent
change of -25%. 100% may be added to the adjusted percent change
for an adjustment factor of 75%. Next, an adjustment of offer
discount may be calculated by adjusting the original offer discount
percent by the adjustment factor. In this example, the original
offer discount percent of 38% is adjusted by the adjustment factor
of 75% for a new offer discount percent of 29%. Therefore, a
restaurant may offer an optimal adjusted discount percentage when a
user enters an adjusted minimum amount. These offers may then be
presented to the user where the user may accept the offer. In
another example, the user may submit another alternate minimum
spend amount until the user is presented with an offer that is
acceptable.
[0148] Other embodiments and uses of the invention will be apparent
to those skilled in the art from consideration of the specification
and practice of the invention disclosed herein. The specification
and examples should be considered exemplary only.
* * * * *