Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SUNDAY, May 22, 1994 TAG: 9405250001
SECTION: TRAVEL PAGE: F-6 EDITION: METRO
SOURCE: Associated Press
DATELINE: WAKEFIELD LENGTH: Medium
The Virginia Diner is bringing its menu and specialty items into the homes of computer users.
"This isn't really your average country diner," said Bill Galloway, the diner's owner. "If it was, we'd be bust by now."
The diner is located on U.S. 460 between Petersburg and Hampton Roads. While many motorists pass through the small Sussex County community, few stop in for a meal.
According to Galloway, the diner's kitchen accounts for only 5 percent of sales. The rest come from mail ordershe CompuServe computer network.
"People on computers offer a right good demographic pattern - high expendable income, professional people who are on the lookout for a unique or unusual food item that has high quality," he said.
So far, the computer hookup is considered experimental, and results have been mixed. Participation fees are stiff, and with five or so daily orders, business is a bit slow during most of the year.
But during the Christmas season, the diner got hundreds of electronic orders a day.
"It takes a while for people to find you," Galloway said. "It's not going to just jump out at everyone on the first go-round."
In the summer, Galloway still runs radio ads that inform people coming through the Richmond area to Virginia Beach and Nags Head that traveling his way offers hot ham, biscuits and peanut pie - instead of backed up tunnels along the interstate.
Still, he said, the diner could use the additional exposure it gets from a computer network.
"I think this is going to be very dynamic for the future. Eventually, all this might lead to shopping on some interactive form of TV and telephone," he said. "We want to be ready."
by CNB