Recent research shows that “46% of consumers expect restaurants to offer online/mobile ordering.” That means if you’re not currently offering one or both you are not meeting the demands of nearly half of your potential customers. While delivery and curbside pickup services do not require the ability to accept orders online, “Online order tickets average 30% higher than orders placed in-person or called in.” These two statistics show the tremendous impact this functionality has on a restaurant’s bottom line. Here we look at the three primary ways to accept online orders.
Website Ordering
Offering the ability to place an order and pay on your website has become a necessity in the restaurant industry. “55% of people prefer to order without having to interact with a person.” At this point the main function of your website should be to accept orders and payments. This means creating a detailed menu that is easily navigated with a streamlined and simplified ordering process. You should accept a wide variety of payment types so customers can use their preferred method. The biggest reason people use online order sites is convenience, so ensure your ordering process is not clumsy and time consuming.
3rd Party Integration
Third-party apps such as UberEats and GrubHub have exploded in popularity over the course of the last two years. While fees and concerns about food quality may act as a deterrent, their popularity all but requires restaurants to participate to remain competitive. Having a POS system that easily integrates with these apps streamlines the process and ensures orders are received and fulfilled in a timely fashion. It helps to organize all of your tickets so the financials from this portion of your business are tracked accurately. With third-party apps likely to remain extremely popular, working them into your business model is a must.
Mobile Application
While third-party apps are popular and easy to use, “70% of consumers prefer to order directly from a restaurant.” When someone searches for your website or uses a third-party app, there are a number of opportunities for them to be distracted by the offerings of one of your competitors. Having your own mobile app eliminates this possibility and makes the ordering process even more convenient for your customers. Your app should be easy to use and include a detailed menu with high-quality images and descriptions of each dish. Make sure your mobile app is available through your website and the major app stores.
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