It should come as no surprise that technology is infiltrating the restaurant industry. We now use our mobile devices for just about everything in life, including finding our next meal.
It’s well-known that ordering by phone is a common source of misunderstanding and server error compared to online ordering. And customers have noticed the ease, accuracy, and convenience of online ordering as well – in fact, it’s been proven that your customers prefer it!
According to a 2017 study cited by EZ-Chow, more than half of carryout orders are placed via a restaurant’s website and 67% of survey respondents said they preferred ordering digitally rather than over the phone.
Despite the facts, some restaurants are still hesitant to adopt online ordering. You might be thinking:
- Is this right for my restaurant?
- How will this affect my operations?
- How will this impact margins?
- What are the key benefits for my restaurant?
All valid points, and here are some insights to consider:
Mobile order-ahead sales alone are expected to reach $38 billion by 2020.
It goes without saying that people nowadays are focused on convenience. However, what may not be so obvious is that sales on mobile order-ahead apps are expected to reach $38 billion by 2020, representing a five-year compound annual growth rate (CAGR) of 57%, according to Business Insider. Whether you own an independent restaurant or lead a national chain, online ordering can be beneficial for your bottom line… not just your top line.
And these numbers don’t even cover revenue growth from delivery orders or online orders.
Online ordering can be integrated with minimal impact to your operations.
While operations may shift to address the consumer need, they don’t need to be drastic or cumbersome. Similar to when drive-thru strategies were being optimized, restaurateurs will find themselves tweaking menu items, packaging, and technology to create the best experience to drive frequency and average check. Relative to technology, most angst seems to be coming from:
- managing multiple delivery providers,
- designing an impactful online ordering user interface (UI), and
- managing content for multiple menus.
Technology capabilities have evolved significantly over the past couple of years, and today’s POS integrations are now powerful enough to solve many of the past challenges involved in adding new restaurant technology.
Omnivore’s universal API integration allows this to happen with most major POS systems like Oracle/Micros, POSitouch, NCR Aloha and more. In addition, Omnivore’s Marketplace of technology partners create solutions that optimize the order ahead and delivery business in a way that increases transaction count and average check while minimizing expenses. All with the end objective of creating a sustainable economic return and loyal guests.
Online ordering sales have shown to increase, not cannibalize your margins.
Driving incremental transactions does not mean you need to negatively impact average checks or margins. With the convenience of online ordering, guests can place their orders, taking their time and browsing all menu options, with no added pressure from lines or phone conversations. This means that customers are more likely to spend more money. A statistic from 7Shifts shows that 34% of diners usually pay up to $50 per order when ordering online compared to the average $16–30 spent per person when dining in. Developing a strategic user interface can help influence the order, experience, and value perception.
Online ordering continues to grow and impact the restaurant industry in a significant way. We should all be looking for those small adjustments needed to optimize the mode and pioneer the next mode. So what do you think? Are you ready to take it on?
How Your Restaurant Can Leverage and Optimize Online Ordering Click To Tweet
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