For over 75 years, Luby’s has been a cornerstone of Texas dining, known for its cafeteria-style service, made-from-scratch meals, and bold local flavors. But with evolving customer expectations, Luby’s recognized the need to offer a top-end digital experience while staying true to their brand’s roots.
To get there, it was time to upgrade their tech stack – starting with a partnership with TASK.
Here’s how that collaboration has helped Luby’s implement better digital solutions that are already leading to higher sales.
Adapting to the future
With 37 locations across Texas, Luby’s is a diverse network of company-owned restaurants, with each location designing unique menus to suit their local customers. Maintaining this charm was important – but so was modernizing operations, bringing forward more efficient ordering through an updated POS system, and creating smoother, faster customer experiences.
They partnered with TASK to help them elevate their brand through a fresh digital approach.
Like any transition, the early days required strong collaboration between the Luby’s and TASK’s support team.
Bill Devlin, Chief Information Officer at Luby’s, drove forward training initiatives and documentation to support restaurant managers in adapting to the new technology. With a phased rollout and a deeply collaborative strategy for adapting and improving the digital infrastructure, Luby’s eventually had 100% buy-in and support across their network of restaurants.
Digital transformation across the brand
Throughout the digital rollout, Luby’s worked carefully with TASK to ensure that as new ordering options were added, the old ones wouldn’t disappear. From the start, it was always about expanding choice and reaching new customers without abandoning Luby’s traditions.
As part of this expansion strategy, TASK developed a few key implementations:
A centralized POS system: TASK’s POS gave managers real-time control over menu adjustments, sales data, and inventory tracking – connecting all the channels with a single click. This has allowed managers to adjust menus in real-time, allowing for greater flexibility and accuracy. As Bill says, “Our local managers know their customers the best – and we love that TASK’s POS allows us to give them full autonomy over their menus and the ability to update them at any time.”
Three distinct online ordering platforms: From daily online ordering capabilities, to their customized online catering system, and a holiday online ordering platform, Luby’s can leverage purpose-specific digital tools for improved customer experiences.
Third-party integrations: TASK enables Luby’s to seamlessly plug in with dozens of third-party delivery platforms, all connected to the same ordering system. This has helped smooth out operations behind the scenes and eliminated the need for multiple order tablets.
Mobile POS tablets: These give staff the ability to take orders from anywhere – from opening up options for tableside service, developing pop-up sales events, to offsite catering events, making diverse sales easier.
High-res customer displays: Offering more marketing opportunities, these easy-to-update displays are being leveraged to communicate more effectively with customers.
Self-service kiosks: Currently in testing at several locations, Luby’s is offering self-ordering kiosks to attract younger diners looking for tech-savvy dine in and take out experiences in place of standing in long lines.
Every new implementation has been carefully developed, tested, and adapted to be the best it can be for Luby’s during the partnership with TASK. That way, the change is seamless, everyone benefits. Add the fact that every part of the team remains in the know over what’s happening, and the process has been easy.
As Devlin explains, “One of the great parts of working with TASK is just how excellent their service is. After over 10 years of partnership, we still have weekly check-ins, we’re in direct communication all the time, and you never get lost in the shuffle.”
Higher sales, brand growth, and happy restaurant managers
“When you look at the whole picture, it’s clear that as a brand we’re crushing it,” says Devlin. Even in a tough market, Luby’s is consistently seeing significant revenue growth, higher sales, and new customers coming through the door.
Devlin attributes this success by developing technology that supports restaurant operations. The operators are ‘bought in’ on the tech stack and leveraging technology with great operations to provide continued sales growth.
One of the most important times of year for the brand is during their Thanksgiving promotion, when Luby’s provide complete pre-cooked Thanksgiving meal packages, trimmings and desserts. Thanks to improved online ordering and a streamlined customer experience, the company continues to see positive year over year growth for several years in spite of rising costs to the consumer. As one manager stated with record breaking sales, “We could not have done this volume without the tools our technology team provides through the POS system and peripherals”.
Throughout the rest of the year, restaurant managers are also reporting higher average order spends and overall sales growth. Meanwhile, Luby’s is seeing wider customer reach and brand recognition as a result of more pop-up events, such as outside of hospitals, courthouses, and schools – all possible because of seamless mobile ordering capabilities.
The Vision: Tech-driven hospitality
Looking ahead, Luby’s has their eye on AI integrations and cutting-edge technologies. Luby’s sees technology as more than just an operational necessity – but instead as a tool for reimagining what a hospitality experience can be.
“We’re not forcing technology on customers who don’t want it and remain true and committed to our core customer base,” Devlin notes. “But for younger generations and the general public who want convenience, we know it’s important to develop and leverage emerging technologies. This is what will allow Luby’s to grow and thrive, reach more customers in brick and mortar locations, and develop more offsite and eCommerce opportunities.”
As Luby’s continues its digital adoption, they remain committed to leveraging TASK Group’s innovations to stay ahead of industry trends while maintaining the heart of their brand – delicious, home-made food served with that famous Texas hospitality.
“We used to be a restaurant that used technology,” says Devlin, “but one day we aim to be a tech company that sells great food and provides a great service experience at a reasonable price.”
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