Since the pandemic-induced lockdowns, online goods and services have become increasingly popular for many consumers, including ordering food online. People don’t need to drive somewhere and line up to get their favorite food with online ordering options. They can just go online and order from their favorite restaurant.
Despite pandemic restrictions loosening over the past couple of years, online ordering and food delivery remain part of daily consumer activity. Data suggests that the online food delivery market will be worth $1.22 trillion in 2024.
Restaurants offering online ordering options can effectively reach more customers in new places. Let’s explore the concept of online ordering and how you can implement it in your restaurant business.
Types of Online Ordering Systems
In the restaurant industry, online ordering often refers to the process of allowing customers to place food orders through the Internet for pickup or delivery. Online ordering systems for restaurants are a convenient way for consumers to buy food from their favorite establishments with little to no additional effort.
Restaurants can implement online ordering systems in various ways. There are two main methods to offering online ordering to your customers. You can incorporate the system into your restaurant’s website or work with a third-party provider.
Own website or app
Your restaurant can opt for the in-house solution and incorporate your online ordering system into your website or app. This option allows you to gain complete control over your online ordering system and pocket the profits.
These customized platforms allow you to design the online ordering experience to reflect your branding, menu offerings, and unique selling points. This approach provides a consistent brand experience across all platforms, reinforcing your identity and fostering customer loyalty.
These direct channels also allow your restaurant to engage directly with your audience, gathering relevant information that could help with future business decisions.
However, this level of control will also require you to do all the work. You need to set up your own website or app, create your listings, and integrate your product pages with your point-of-sale systems.
If you have the resources, setting up your online ordering system in-house can enhance profitability and deepen customer relationships.
Third-party apps
Another online ordering option you could explore is partnering with third-party apps or online delivery providers to broaden your consumer base. Popular examples of these platforms include DoorDash, Uber Eats, and Grubhub.
These platforms provide your restaurant with a ready-made infrastructure for online ordering. You only need to create your menu within the app, upload pictures, set your prices, and you’re ready to go.
Orders will usually come in through an integration with your current POS system. You’d receive the order ticket and make the meal, and the customer or a delivery person would pick it up.
A third-party online ordering platform also aids your marketing efforts. The app will recommend nearby restaurants to its users, making it easier for new patrons to discover your restaurant and explore your menu.
These platforms are much simpler to set up since you don’t have to develop the infrastructure yourself. However, third-party ordering platforms charge fees that will take a cut of your profits.
The Benefits of an Online Ordering System
Nowadays, everything we do needs to be fast-paced. Consumers often require instant solutions to their problems, including buying their food.
Thus, online ordering systems have become a strategic way for restaurants looking to stay competitive and meet the evolving needs of their customers. Here are some key benefits your restaurant could get from implementing an online ordering system.
Attracts new customers
Embracing online ordering and delivery opens the doors to a significant pool of potential customers who prioritize convenience and accessibility. With people living hectic schedules, many prefer having their food delivered instead of cooking a meal or going out to eat.
Providing an online platform for placing orders can help you reach people who prefer the ease of digital transactions and delivery over traditional methods.
Online ordering systems also serve as marketing tools, allowing you to promote your restaurant beyond your physical location. People don’t need to walk by your establishment to know your restaurant and what you offer.
You can combine online advertising, social media marketing, and search engine optimization to link to your ordering platform and increase brand visibility.
Provides convenience
Many consumers greatly value convenience. Online ordering systems help restaurants address this need by offering a seamless and hassle-free dining experience.
Customers could place orders from anywhere, whether at home, at work, or traveling. They could even place orders in advance to match their schedules.
It eliminates the need for individuals to visit your restaurant and line up, which can be tiring and time-consuming, especially during peak hours. They can look at your menu, customize their orders, and finalize their transactions with just a few clicks.
Boosts profits
Aside from enhancing customer satisfaction and streamlining the ordering process, online ordering systems can significantly impact your restaurant’s bottom line. As your establishment reaches more customers, you also gain more chances of making sales.
Online ordering systems also increase your efficiency and reduce overhead costs. After all, you don’t need to allot more space for additional diners with an online ordering system. These small changes and cost savings can significantly boost your overall profits.
Improves order management efficiency
Traditional order-taking and management methods, like phone orders or in-person ordering, have been in use for a long time. However, these methods can be prone to errors and inefficiencies.
With better precision and speed, an online ordering system can improve these processes, from order placement to fulfillment.
Online ordering systems can directly communicate with restaurant management and kitchen staff regarding pending orders. Some platforms can even be customized to consider current inventory levels to prevent overselling and menu items from going out of stock.
This automation improves overall efficiency, ensures accuracy, and reduces the need for manual intervention. As a result, restaurants can gain better cost and time savings, improving profitability.
Collects better customer data
Data is a powerful resource in the age of technology, even in the restaurant industry. It is essential for driving better business decisions and launching strategic marketing initiatives.
Online ordering systems make it easier for restaurants to collect data, such as demographics, order history, and behavioral insights.
Analyzing this data can help you gain a deeper understanding of customer behavior and preferences. You can easily detect purchasing patterns and identify emerging food and restaurant industry trends.
This information allows you to tailor your menu offerings, pricing strategies, and marketing plans to meet changing needs and preferences. Flexibility is essential to ensure your restaurant stays profitable and competitive.
Tips for Setting Up Your Online Ordering System
Online ordering systems offer significant benefits for restaurants and food service providers. However, setting them up and changing your systems requires careful planning and execution.
Here are seven essential tips to help you navigate the process effectively.
Choose an online ordering system
Selecting the right online ordering system is the first step to successfully implementing it in your restaurant. You can do it in-house or partner with established third-party food delivery apps.
Assess different ordering platforms based on factors such as ease of use, customization, integration capabilities, and pricing structure. Ensure your chosen platform aligns with your restaurant’s requirements and goals.
You can research popular platforms within your area. Observe what neighboring restaurants are doing or ask customers for feedback and suggestions.
Prepare your staff
Setting up an online ordering system will require comprehensive training and preparation for your staff. After all, it is a new system and will take time to learn and master.
Equip your restaurant staff with the knowledge and skills to navigate the new platform and its corresponding devices.
Schedule training sessions to familiarize yourself and your staff with the online ordering process. Emphasize the importance of accuracy, timeliness, and professionalism to ensure seamless experiences for your patrons.
Assigning specific responsibilities within your team to ensure someone oversees online ordering operations would also be helpful. Clear communication and collaboration within your team are essential to create a smooth workflow and provide good customer service.
Optimize your menu
Your menu is critical in attracting and engaging customers in your online ordering system. Review and optimize your menu for better consumption, ensuring readability, easy navigation, and visual appeal.
Publish a simple menu with items organized into straightforward categories that let anyone easily find what they need. Use high-quality images and engaging descriptions to showcase your dishes and entice customers to place their orders.
Upgrade your menu during special events and holidays to showcase seasonal offerings and promotions. Take reviews seriously and use them to refine your menu and adapt to changing tastes and trends.
Integrate multiple payment options
With the wide availability of online banking and mobile wallets, consumers have more ways to pay for goods and services besides plain old cash. Integrating multiple payment options is essential to accommodate diverse preferences and maximize convenience.
Many third-party online ordering apps allow customers to use various payment options, such as cash, credit, or debit cards. If you plan to develop an in-house online ordering system, integrate multiple payment gateways to provide the same accommodations.
Create a marketing plan
Launching an online ordering option requires more than your technical setup. You also need to create a strategic approach to marketing and promotion. How could your regulars use your new system if they don’t know it exists?
Use different platforms to promote your new system, such as social media, email, and digital advertising. You can also post signs in your restaurant and hand out flyers or posters.
Offer special discounts, incentives, or promotions during your launch. These programs can encourage people to use your new system and become loyal patrons.
Offer real-time order tracking
One advantage of adopting an online ordering system is the ability for customers to track their restaurant orders in real-time, giving them transparency and peace of mind.
Choose third-party platforms or software providers that offer built-in tracking functionalities. Send automated notifications or updates at various stages of the ordering process, such as order confirmation, preparation, and delivery.
These tracking functionalities also come with predicted pickup and delivery times. This feature provides clear expectations and minimizes delays or misunderstandings.
Test and optimize
As with any new initiative, continuous testing and improvement are essential to maximize the effectiveness and performance of your new online ordering system.
Regularly monitor vital metrics and gather feedback to address challenges and improve your delivery service.
Experiment with different layouts, calls-to-action, and promotional offers to see what resonates best with your target market. You can also track important metrics such as conversion rates and order volumes to measure the success of your system.
Adopting a data-driven approach allows you to refine your online ordering system over time. Performing these checks and improvements helps you constantly deliver good customer experiences and achieve your goals.
Maximize Restaurant Growth Through Online Ordering Systems
Online ordering options have emerged as an effective opportunity for restaurants to reach more diners and expand profit opportunities. Various software solutions and service providers are readily available to assist in this effort.
Setting up this new system requires an initial investment and careful planning. However, the rewards are often worth it. Ample preparation, organized execution, and continuous learning and improvement can help your restaurant make the most of its online ordering system and achieve your business goals.
References:
- https://medium.com/@social.restaurantify01/how-to-incorporate-online-ordering-into-your-restaurant-website-18eadc6103fd
- https://www.touchbistro.com/blog/preparing-your-restaurant-for-an-online-ordering-system/
- https://www.restolabs.com/blog/advantages-food-ordering-system-restaurants
- https://restaurantify.com/how-to-incorporate-online-ordering-into-your-restaurant-website/
