Queueless and, soon, cashless: Bo’s Coffee elevates customer experience through BOTTY

Published August 19, 2019, 12:00 AM

by manilabulletin_admin


boscoffee (1)
(From right) Bo’s Coffee COO Rachel Fallarme; founder, chairman, and CEO Steve Benitez; and BOTTY founder and recreator Cary Gee at Bo’s Coffee Advance Ordering BOTTY launch.

Digital transformation has been a popular buzzword among businesses in recent years. While some might simplify it as a process of upgrading the existing technologies within the organization, it only becomes meaningful when its benefits are experienced by its stakeholders, particularly the customers. This is what Bo’s Coffee is trying to realize with the launch of its Advance Ordering BOTTY.

“Two years ago, we started talking about digital transformation. There’s no other option but to go up,” said Steve Benitez, the founder, chairman, and CEO of Bo’s Coffee. “Digital transformation is really just a way of keeping up with the times and raising customer experience. When we talk about customer experience, it is not just about inside the store but also outside the store. It even goes wherever you are by means of technology. Our BOTTY advance ordering system is part of enhancing the experience of our customers.”

Digital transformation has been a journey of new discoveries for the proud Filipino coffee chain. It went through the route of using a mobile app first. But taking into account that many Filipinos are already on Facebook and its messaging platform Facebook Messenger, Bo’s Coffee is concentrating its digitalization efforts on what is convenient for its customers.

“Many Filipinos are already on Facebook, so why not make it more convenient?” Cary Gee, the founder and recreator of BOTTY. “Having a platform that is based on a messaging system makes the transaction less robotic. Using the platform, I can send you a message and remind you that your order is ready, just like a real ordering transaction. The idea is to curate the solution toward the customers and make it benefit them.”

Using the platform is easy. Simply search for “Bo’s Coffee Advance Ordering BOTTY” on Facebook Messenger and follow the succeeding instructions. The platform is perfect for people who are always on the go and want to skip the long queues as BOTTY lets you order ahead of time so your coffee is ready for pickup when you go to your preferred Bo’s Coffee branch.  

“Specifically for BOTTY, we started our integration in December last year, trying it out in one store then added a few more stores. We saw that this particular service will answer the needs of those people who want faster service. With this service, we also saw an opportunity by tapping those people who are already familiar and using digital payment platforms,” said Rachel Fallarme, Bo’s Coffee’s COO. By June 2019, BOTTY became available in 47 stores, including those that are based in Metro Cebu, Iloilo, Bacolod, Palawan, Davao, and Cagayan de Oro. 

Customers can pay online using Visa or MasterCard credit/debit cards and PayMaya. The ordered item can be expected to be ready in 15 minutes and can be claimed using the collection number. Soon, other payment options will be accepted such as GCash and GrabPay. Delivery service will be soon available through GrabExpress. The advance ordering system will be available on Viber as well.

“What I want to see is to make Bo’s a cashless chain. Imagine, customers no longer have to line just to pay. It makes the entire experience faster and more seamless. We would also like to integrate exclusive offers through this platform. We are also looking at upgrading our Wi-Fi, so that if you want to have a faster connection, all you have to do is order at Bo’s,” Benitez concluded.