Business Spotlight: QuikDine.com

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by Laura Scott|ret||ret||tab|

SBJ Contributing Writer|ret||ret||tab|

sbj@sbj.net|ret||ret||tab|

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Innovative and created for customer convenience, Randy Ruggeri's concept that became QuikDine.com has grown so fast in its nearly three years of existence he can barely keep up.|ret||ret||tab|

The idea came to him one evening when he returned home from a long day of work at his Web development company. "I got home and thought, Gosh, I'm so busy.' I've got two kids and my wife's working. It would be nice to go on the Internet and order dinner," he said. "I tossed that idea around with the programmer in our Web layout department, and I talked with the restaurants. There was a lot of positive encouragement from them, and we had the enthusiasm here. So with 10 restaurants to start, we developed QuikDine."|ret||ret||tab|

Ruggeri felt that using the Internet for restaurant orders was a natural. The challenge was taking Ruggeri's concept and ideas and making a workable, user-friendly Web site. |ret||ret||tab|

"It took a lot of programming to develop the Web site and have a virtual mall of restaurants. The key was making it user-friendly, with the menu in front of you much like if you were in the restaurant," Ruggeri said. "I wanted the user to be able to click on the item desired, then the system to pull up an option menu. There's also a special instruction section where you type in everything you desire in detail. It's then sent to the restaurant within one minute through our automated fax server."|ret||ret||tab|

The idea quickly caught on with customers, only there was an additional service they wanted. "In six months, we had so many customers requesting delivery service we began putting that aspect together," he said. "The delivery end of it wasn't in the original plan. It was in the long-term plan but we didn't anticipate it so soon, and we really didn't anticipate the demand either."|ret||ret||tab|

A perfectionist and service oriented, Ruggeri said "People have looked at the restaurant delivery business as not a reliable, professional service. I want to project an image of a unique, clean, professional image with QuikDine.com."|ret||ret||tab|

In an effort to portray the image Ruggeri wanted, he invested in new delivery cars. "I wanted to do this unlike what anyone else has done. It's important to try to continue, same as the Web site, at the highest level possible," he explained. "We purchased equipment for our cars industrial hot boxes to keep the food at 150 degrees and thermal coolers. We had both wired into the vehicles and even had to beef up the alternators in our cars. I wanted to maintain the integrity of our food as best as possible and to guarantee hot, fresh food and crisp, cold salad. We want to give the customer a good product and make them feel like the food is as hot and fresh as it would be at the restaurant. The majority of the time that's the case."|ret||ret||tab|

Drivers of the bright yellow Fords are dressed in uniform and most of them are middle-aged with day jobs. "There are nights that are so busy, some drivers use their own cars as long as they're nice, late model vehicles," Ruggeri said. "Usually we have four drivers and cars, but during busy nights we'll have eight drivers." Bad weather, cold and rain bring the busiest nights.|ret||ret||tab|

Even nice days when families want to enjoy being outside can become busy for the drivers. "It's amazing how busy families are these days. With soccer games, dads and moms both working, QuikDine just fits perfectly for that hectic lifestyle," he said.|ret||ret||tab|

QuikDine works for restaurants wanting to offer delivery to their customers. "Restaurants like the advertising opportunity to show off their menu online," Ruggeri said.|ret||ret||tab|

According to Rose Wilson, managing partner at Chili's Restaurant, a delivery service like QuikDine.com helps boost business and allows the restaurant to offer delivery without the hassle. |ret||ret||tab|

"It's convenient for us," she said. "We're not in the delivery business. It's a customer convenience that we can offer that we couldn't otherwise. Randy's been professional, and they helped our business increase tremendously last year. We can't make the food, get it ready and deliver it. He has his own headaches taking care of the delivery. He's also involved in community things and we support that."|ret||ret||tab|

Ruggeri admits there are a few headaches to running QuikDine. The logistics involved with delivery can be a challenge. "We anticipate the timing on each order," he explained. "We contact the restaurant when we know the driver is 20 minutes away so they can prepare. The key is to time it perfectly. Ideally, the order comes off the grill and goes right into the hot box. We don't care where you are, we'll deliver it to you anywhere in Springfield." A computerized screen on QuikDine's system allows the dispatch center to communicate with drivers more efficiently.|ret||ret||tab|

As the business grew, catering was added to the menu. "Initially we wanted to set up catering for lunch for offices, but we had enough to keep up with the night business," Ruggeri said. Once that was under control, he launched the catering side of QuikDine. "Now we're developing our corporate customers for our business lunches or after-hours parties. We see more of that type of business every day."|ret||ret||tab|

Just over a year ago, QuikDine added Springfield Beverage, offering delivery of customer's favorite beverage with their meals. "Because of that, our beverage orders increased four-fold," said Ruggeri. "We can add wine, beer or spirits to the same ticket. We have a great wine selection to choose from, imported beer and also two-liter and 20-ounce soft drinks with meals."|ret||ret||tab|

Amy's Gift Baskets is the newest facet of QuikDine. The baskets can be delivered, with customer choice of fine wine, sausages, cheese or chocolate or customized baskets.|ret||ret||tab|

Restaurant delivery is a $25 billion industry, he said. QuikDine grossed $350,000 in revenue in 2003 and Ruggeri looks to double that in 2004. He's currently launching a new aspect of the business, a "fresh food marketplace" where customers can jump on the Internet and order fresh high-end beef, fresh seafood and hard-to-find items. "It will be an extension of QuikDine," he said. "We'll deliver within 45 minutes of your order."|ret||ret||tab|

Ruggeri has secured a professional staff to serve his restaurants and customers. Web master Brian Norris handles all Web development, Richard Horst takes care of the programming, development and coding while Kevin Creed manages, hires and trains the drivers. Fifteen drivers and 28 restaurants complete QuikDine. "We try to find unique restaurants with a different type of menu. We work at making sure we get the best restaurants possible," Ruggeri said.|ret||ret||tab|

Ruggeri has no regrets about leaving the corporate world for his own business. After 10 years at Alltel, he grew tired of the corporate life and with the support of his wife, Amy Horst-Ruggeri, he began developing Web sites, which led to opening QuikDine.|ret||ret||tab|

The next step for QuikDine is to franchise.|ret||ret||tab|

"We have the uniqueness of all our programming, a complete management system, restaurant order summary, revenue reporting and inventory control management system that we could set up in other markets," Ruggeri explained. "We can train and handle the software and they can get the restaurants involved.|ret||ret||tab|

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