Mobile food ordering turns out to be big business in New Zealand

Photo credit; Sam Howzit on Flickr

Photo credit; Sam Howzit on Flickr

Ordering food over mobile devices has proven to be a boon for Wellington-based web and mobile food ordering system Mobi2Go.

Mobi2Go allows customers to place orders from tablets and smartphones at places like Hell Pizza and other eateries. It processes $2.5 million orders a month up from $1.5 million a year ago.

Chief executive Tarrik Mallet said Mobi2Go was in talks with investors to fund expansion into Australia, which has quickly become the company’s biggest market since launching there in March. Pita Pit and California Burrito are among its clients in Australia.

Mobi2Go is aimed at companies that have invested in their brand and want a dedicated website. Many of its customers are franchises.

It charges a flat monthly subscription rate regardless of the number of orders processed, so Hell Pizza pays the same as the Mt Vic Fish & Chippery.

“We spent a lot of time trying to work out what was the best model because the majority, if not all portal sites, will take a percentage of the sale,” Tarrick says. “With franchises, who are a large number of our clients, that doesn’t work, so we charge a monthly fee for as many or few orders a site has. We don’t have any term contracts and our customers attrition rate is next to nothing.”

The product was designed to be self-service so customers can go to the website, sign up and be up and running within a day for a basic site.

Most of Mobi2Go’s customers are now in Australia, with more in Singapore, Canada, Ireland, China and Costa Rica.

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