Consumers are driven by convenience—hence the rise of the Amazons and Ubers of the world. With the popularity of online shopping, restaurants that aren’t cashing in on online ordering are missing out on the countless benefits of this solution.
Here are just a few ways that online ordering can bolster your bottom line:
1. Strengthen your customer base
Consumers seek out options for online or mobile ordering, so by offering this convenience, you can show up on new customers’ radars easier when they search for new takeout options.
Online ordering is also beneficial from a marketing standpoint because new customers’ data will automatically be collected from online orders. You’ll be able to leverage this information for marketing campaigns to keep them coming back. You can incentivize new customers with targeted coupons, like “$5 off your next order of wings.” This simple reminder of your business in their inboxes increases the likelihood of them becoming loyal, returning customers. In fact, according to EatStreet, an online order provider, “An online customer is more likely to reorder within 60 days than a walk-in customer, simply because the platform is more accessible.”
2. Grow your revenues
Online ordering is an additional revenue stream for restaurants because you are able to target and capture a customer base that you wouldn’t reach in other ways. Online ordering lets you cater to the busy diner who prefers takeout or the introvert who only orders for delivery.
Additionally, online ordering is more likely to produce higher average check sizes. When customers place orders by phone, chances are your employee who answered the call may only be focused on quickly taking down the order and not take the time to upsell or cross sell. Not to mention that the customer’s go-to response will likely be “no thanks.” With online ordering, upselling is automatically programmed to target pairings that customers might be interested in. An enticing photo of breadsticks might just be the encouragement needed to add them to the order, and customers can take their time and decide on exactly what they want.
Customers may also spend more simply because they are using a card instead of cash. According to a recent study by ValuePenguin, customers using a card are willing to spend up to 83% more than if they were paying in cash. Similarly, tipping amounts for delivery are higher when a customer uses a card online rather than pays with cash. With online orders, you can provide precalculated tip percentages, making it easier for customers to leave a tip — and more likely to tip higher.
3. Increase your productivity
With online ordering, staff can spend less time on the phone collecting orders and more time preparing food and serving other customers. It also decreases errors since the customer gets to take their time and choose what they want, often by looking at images of menu items, and confirming their orders at checkout. Taking orders over the phone can be challenging. A noisy restaurant environment can make it difficult to hear. Online orders put the customer in control, allowing them to review the order prior to payment and ensuring everything is 100% correct.
Providing online ordering is a simple but effective way to grow your restaurant business by providing access to new customers, strengthening the marketing communication to current customers, increasing check sizes and streamlining the order taking process. The thought of implementing a new tech solution like this can be daunting, but your point of sale solutions provider is ready and able to guide you through the process!
