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Customer story · Restaurant group

Ten restaurant brands. One ordering operation.

Alsea operates Domino's, Starbucks, Burger King, Vips, and other restaurant chains. Its WOW+ app, brand storefronts, call centers, and delivery operation in Mexico and Colombia run on Ordering.co.

Talk to Ordering.coAll customer stories
A guest using the WOW+ app, with a promotion banner and Starbucks and Burger King among the restaurants
Brands on WOW+
10
Locations
4,262
Markets
Mexico · Colombia
Channels
App · Web · Call center · In-store QR

WOW+ storefronts

WOW+ is Alsea's multi-brand ordering app and website. Guests choose a restaurant, and each brand opens with its own menu, categories, store hours, and delivery details, all on the same platform.

  • WOW+ home page, where guests choose how to order and pick one of the Alsea restaurant brands
    WOW+ home
  • Starbucks storefront on WOW+, with its menu categories, store hours, and delivery details
    Starbucks
  • Domino's Pizza storefront on WOW+, with its menu categories, store hours, and delivery details
    Domino's Pizza
  • Burger King storefront on WOW+, with its menu categories, store hours, and delivery details
    Burger King
  • Vips storefront on WOW+, with its menu categories, store hours, and delivery details
    Vips
  • Chili's storefront on WOW+, with its menu categories, store hours, and delivery details
    Chili's
  • El Portón storefront on WOW+, with its menu categories, store hours, and delivery details
    El Portón
  • The Cheesecake Factory storefront on WOW+, with its menu categories, store hours, and delivery details
    The Cheesecake Factory
  • Italianni's storefront on WOW+, with its menu categories, store hours, and delivery details
    Italianni's
  • P.F. Chang's storefront on WOW+, with its menu categories, store hours, and delivery details
    P.F. Chang's
  • California Pizza Kitchen storefront on WOW+, with its menu categories, store hours, and delivery details
    California Pizza Kitchen

The operating context

One foundation under many brands and channels.

Alsea is a multi-brand restaurant operator based in Mexico. Each chain has its own menu, promotions, and store network, and guests order through apps, websites, call centers, and in the restaurant.

Alsea wanted one scalable, secure, and customizable platform as the base of its digital operation, without erasing the differences between its brands.

What Alsea needed

  • A configuration for each restaurant chain on one shared platform.
  • Menus synchronized from multiple POS systems, with bulk branch creation and hundreds of thousands of products.
  • Orders injected directly into each store's POS, with retries.
  • The same experience across the app, websites, and call centers.
  • Central order management and delivery operations.
  • Loyalty and marketing programs that bring guests back.
  • A fast implementation.

How it connects

From the guest's order to the store and the driver.

Every channel shares the same menus, orders, and promotions. Stores receive orders in their POS, and deliveries go to Alsea's drivers or to delivery partners.

  1. Guests order from

  2. Ordering.co runs

  3. Stores and delivery

What they built

The surfaces behind WOW+.

WOW+ app and website

A native iOS and Android app and a responsive website where guests browse every brand, customize orders, pay, and track delivery or pickup.

  • WOW+ cash wallet and points rewards.
  • Coupons, discounts, and advanced promotions.
  • A relaunched loyalty program that migrated hundreds of thousands of users.
Explore Ordering Apps
Two phones showing the WOW+ app: the welcome screen and the Burger King Corregidora menu

Delivery dashboard and driver assignment

Alsea's team sees live orders and routes on a map, assigns drivers, and lets drivers accept or reject requests, with guests notified at every step.

  • Automatic assignment of delivery drivers.
  • Overflow orders handed to Uber Direct and Rappi.
  • In-house and third-party drivers on the Driver App, with routes, chat, and proof of delivery.
Explore Ordering Delivery
Delivery dashboard with pending Starbucks and Burger King orders and their stores on a map of central Mexico
Driver assignment settings for the Multimarca Lindavista store, with forced assignment and search radius limits

Call center

Agents take phone orders with the same brands, menus, and promotions guests see online, then follow each order through the operation.

  • Browse brands and stores near the caller.
  • Access menus and place orders for the guest.
  • Answer questions about orders already in progress.
Explore Ordering Call Center
Call center screen with an agent view of highest-rated Burger King, Starbucks, and Vips stores

Order management and reports

Orders from every brand and channel arrive in one list, filtered by status. Reports cover delivery distance, service times, heat maps, and top-selling products.

  • One order list across brands, stores, and channels.
  • Offers that can be limited to a delivery zone or a channel.
  • Reports that feed marketing campaigns and service planning.
Explore Ordering Merchant
Order list with Starbucks and Burger King orders, their status, store, and customer

Results

What changed for Alsea.

  • One experience across channels

    Guests find the same brands, promotions, and rewards in the app, on the web, and through call centers.

  • Orders reach the store's POS

    Integration with multiple POS systems keeps menus synchronized and sends orders straight to each store.

  • Delivery runs on rules

    Drivers are assigned automatically, and overflow orders move to external delivery partners.

  • Continuity during the pandemic

    The platform let Alsea shift quickly to online sales and delivery and keep its restaurants selling.

How the project ran

From consultation to launch.

  1. Business consultation

    Alsea and Ordering.co started with a consultation on what the project needed.

  2. Prototype

    Alsea reviewed a prototype and shared feedback before development.

  3. Development

    Development started once Alsea accepted the prototype.

  4. Launch

    The finished project was delivered ready to launch.

Running several brands on one operation?

Tell us about your brands, channels, and delivery model, and we'll show you how Ordering.co fits.

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