By Catherine Sweeney, Business Writer
Published: June 15, 2014
At the end of the day, it’s all about communication.
OrderMatic, an Oklahoma City-based communication technology company, is branching out of the fast food industry and into banking and entertainment.
The company is known for manufacturing the ordering devices featured in Sonic Drive-Ins. They have also manufactured back-lit drive-thru menu signs for companies such as Taco Bell and Chicken Express.
This week, the company announced three projects: video chat ATMs, digital signs for the Oklahoma City RedHawks’ stadium in Bricktown and a self-order kiosk for fast food restaurants.
For more than 50 years, OrderMatic has been working with restaurants such as A&W and Sonic. This will be the first time they sell technology to an industry unrelated to food service.
“It wasn’t a big change in the technology we had been providing for years,” OrderMatic CEO Robert Powell said. “It was, more or less, a new application.”
Ordering up efficiency
A younger client base is pushing a shift in banking technology, Powell said. The millennial generation prefers to use automated devices for efficiency.
“The banks are having to conform,” Powell said.
To keep up with them, OrderMatic developed the See and Speak Interface, or SASI, pronounced “sassy.” It features a touch-screen ATM that allows video chatting with a teller at a remote location.
The video feature could be used when a customer has a question, but has no time to go to the bank and wait in line, Powell said. Video chatting could be available at both walk-up and drive-up ATMs, and could give the bank an opportunity to share promotions and new services with its customers.
Citizens Bank of Edmond is the first bank to adopt the technology.
Chickasaw Bricktown Ballpark is also buying digital signs from OrderMatic.
“This new technology allows our baseball franchise the ability to make on-the-fly announcements, create daily content to interact with our fans and produce new opportunities for our partners to reach our fan base,” RedHawks director of corporate partnerships Matt Taylor said in a news release.
For OrderMatic, banking and baseball aren’t all that different from fast food.
“They’re all faced with the same thing,” Powell said. “They all have to take better care of their customers.”
During the new ventures, the company isn’t leaving fast food. OrderMatic is also developing a self-service kiosk for quick service restaurants. It already has a model for Subway.
Like SASI, the self-service kiosks can be walk-up accessible inside restaurants or drive-up accessible in drive-thrus.
“There’s a frustration there … when there’s someone ahead of you with 15 orders and you think, ‘My goodness,’” Powell said.
With the device, customers can submit orders and wait at a table.
The new ventures are all reapplications of the same concepts, Powell said.
“In my opinion, everything is a communication tool,” he said.