Online and Mobile Restaurant Ordering

In This Case, An Infographic is Worth 1,000 Words

info@NetWaiter.com — Mon, 09 Mar 2015 23:03:00 -0700

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<div style="clear:both"><a href="https://www.netwaiter.com/"><img src="https://www.netwaiter.com/wp-content/uploads/2015/02/NW_Infographic_Final-1.jpeg" border="0" /></a></div><div>Courtesy of: <a href="https://www.netwaiter.com/">NetWaiter</a></div>

The amount of technology being thrown at restaurant owners in today’s competitive marketplace is mind boggling. There are POS systems, kitchen systems, tablets for waiters, and tablets at the tables. It’s enough to make your head explode.

Making it even more difficult, all of this is happening in a challenging environment. 70% of restaurants in the U.S. are independently operated, and those owners have little time to sit down, weigh all the factors, and determine which technology to invest in.

Online ordering for restaurants, though, is a technology that all independent owners need to evaluate. That’s why NetWaiter assembled this easy-to-digest restaurant infographic about what technology means to a restaurateur, and especially what online ordering means to a restaurant. We’ve culled through the research and selected the numbers that illustrate why online ordering is one of the most significant breakthroughs in the restaurant industry since the implementation of drive-thru windows.

Why, of all the technologies available, is online ordering the most important for restaurants?

Online ordering takes an already growing segment of a restaurant’s business and allows it to grow even more. According to a recent survey by Technomic, takeout orders are the fastest-growing slice of the pie for casual dining and other full-service restaurants. Over the past three years, takeout sales at full-service restaurants have grown an average of 8% per year, about twice the rate of overall sales growth for restaurants in that category. Factor in, as reported in this infographic, that when a takeout order is placed online, there is a 95% rate of return for that customer (either online or in-person).

The same Technomic study asked consumers what they would have done if they hadn't ordered takeout or delivery the last time they chose that option. An astounding 76% would not have eaten a restaurant meal at all, and another 11% would have purchased a meal at a fast-food restaurant. Not only are you grabbing a larger slice of the pie by growing your takeout business, but the overall pie is growing, too. A restaurant can serve more meals without expanding its physical footprint, and the wait staff does not take on a larger load, because those meals are eaten off premises.

This restaurant infographic also addresses two other elements of the takeout picture that are equally important. The first is the role of mobile devices, particularly smartphones. 50% of restaurant searches are done on a smartphone, and two-thirds of those looking for a restaurant intend to make a purchase that very same day.

Curiously enough, the Pew Research Center reports that, “Nearly all young adults (ages 18-29) make sure their phones are never too far away at night; fully 90% sleep with their cell phone on or right next to their bed.”

By the way, those young adults that sleep with their phones next to them are categorized as millennials, the demographic with the largest share of people who have used online ordering. 58% of millennials report that they use more restaurant technology than they did two years ago. Millennials also make up the largest group of smartphone owners – a whopping 90%.

The result is a perfect storm for online ordering. 1) It’s a growth market. 2) The lead edge of the demographic that most prefers it is coming into their prime years as consumers. 3) The technology that supports it is ubiquitous. There are about 182 million smartphones in the U.S., according to one estimate.

Numbers You Can’t Ignore

info@NetWaiter.com — Fri, 20 Feb 2015 13:02:00 -0700

A number that everyone in the restaurant industry has consistently speculated about was recently revealed. According to BI Intelligence, Americans spend $70 billion a year for takeout and delivery of restaurant food. Of that amount, the share that is ordered online is a whopping $9 billion, or just under 13%.

Here are some other important numbers to consider:

•   When restaurants enable online ordering, total orders per month at their establishment increase by an average of 11%.

•   The mobile component of digital ordering is growing at an even faster rate and now makes up about 23% of online food orders.

•   An online customer is more likely to re-order within 60 days, compared to a walk-in customer, simply because online ordering is so convenient.

With these kinds of numbers, the next question becomes, what type of online ordering should you choose for your restaurant?

•   Branded or Not? NetWaiter is a branded online ordering system. As opposed to portals, which feature hundreds of restaurants, NetWaiter provides an online ordering site specific to your restaurant, reflecting the look and feel of your brand.

•   Get Paid or Not? NetWaiter processes payments instantly and directly to clients. Portals are infamous for charging customers directly and then holding onto the money for weeks or longer. Full control over payment processing is an important question to answer.

•   Mobile or Not? The numbers clearly indicate how critical mobile ordering is to your restaurant. Make sure your site is fully functional on all mobile devices.

•   Customer Access or Not? Online ordering opens up a world of opportunities for restaurants. Having access to your customer information is the first step to maximizing those benefits. Not all systems provide that access, especially portals.

If you already have a NetWaiter site, rest easy knowing that you have the premier online ordering system in the industry. If you want to read more about implementing online ordering and the various options available to restaurants, read this whitepaper from NetWaiter.

What to Talk About on Social Media

info@NetWaiter.com — Wed, 11 Feb 2015 12:02:00 -0700

When it comes to social media, your restaurant probably has one or all three of the following: a Facebook page, a Twitter account, and a presence on Instagram.

What should you talk about?

A recent survey of more than 1,200 restaurant consumers asked what guides their choices when they decide where to dine or order takeout/delivery.

83% said that treating employees well is important. Highlight your employee-of-the-month on social media. Did someone get a promotion, graduate from college, or do something great for a customer? That’s more social media material.
73% indicated that support of their local community influences their restaurant choice. When you support a local community event, take some photos and post them online. It makes a difference.
When you promote menu items, keywords such as “fresh”, “locally-sourced”, “whole grain”, and anything “all-natural” are great to mention.

And to no one’s surprise …

The survey revealed that the convenience of an online ordering system shares the top spot with taste and quality, which is why you should always make your online ordering easily available to all customers.

Will the Practice of Tipping Change?

info@NetWaiter.com — Thu, 29 Jan 2015 07:01:00 -0700

A number of articles about tipping, which is one of the most customary practices in U.S. restaurants, have been written to re-examine it at all levels. This humorous video outlines some arguments against tipping and gives everyone some ‘food for thought’.

Restaurant Technology Increases Business

info@NetWaiter.com — Fri, 23 Jan 2015 12:01:00 -0700

Research from the National Restaurant Association indicates that technology, including restaurant online ordering, is playing a larger role in how restaurants attract more customers.

A quick look at some of the information reveals that:

•   36% of customers say they are more likely to use technology options in restaurants than they were two years ago.
•   65% have noticed that restaurants offer more of these options.
•   8 in 10 consumers agree that restaurant technology enhances convenience.
•   7 in 10 say it speeds up service and increases order accuracy.
•   About one-third say that technology options compel them to choose one restaurant over another.
•   About one-third also say that technology options cause them to order takeout and delivery more often.

And interestingly enough,
•   45% say that technology makes interacting with restaurants more fun.

New Features Make It Easier for You and Your Customers

info@NetWaiter.com — Fri, 23 Jan 2015 11:01:00 -0700

New features have come to NetWaiter, aimed at making the workflow in your restaurant smoother, and enhancing the customer experience.

New Order Dashboard - Any manager or employee at your restaurant can now see orders as they arrive on any device. The new Order Dashboard is compatible with all computers, tablets, and smartphones. New orders flash on the screen until the information has been viewed. An audible chime can also be played to alert the staff. Simply click to view the order details and print it to an attached printer, if desired. Access to the new Order Dashboard is possible from the Dashboard section of the NetWaiter Management Console.

New Quick-Print Application - NetWaiter recently released an upgrade to the Quick-Print App that provides restaurants instantaneous order printouts. Included in those enhancements is the ability to use one Quick-Print App for more than one account. For instance, if your restaurant has a catering business in addition to your regular takeout/delivery menu, orders from both sites can be sent to the same Quick-Print App.

Curbside Pickup Enhancements - Now it’s easier for a customer to enter their car information during the ordering process (assuming you offer Curbside Pickup).

New Promotion Code Options - Additional types of promotions are now available from the Promotions section of the Management Console.

How a Restaurant Doubled Its Online Business in Two Months

info@NetWaiter.com — Tue, 20 Jan 2015 04:01:00 -0700

Recent articles about a Florida-based restaurant chain focused on how they doubled their online ordering in their restaurant in two months, from 2 to 3 percent of their volume to more than 5 percent. Some of what they did was just good sense. Other things were a bit more innovative.

Here are three that worked well:

Revamped their website. Their new website was easier to navigate and, more importantly, the button for online ordering was moved right up to the front where visitors could find it quickly.
Updated Directory Listings. Each store did a painstaking search of all the directories they were listed in, correcting erroneous info and making updates. Google algorithms like correct, consistent information. Click-through rates skyrocketed after that information was corrected.
Wooed Influential People. Food bloggers and Yelp Elite members were invited for special events and private tastings. This resulted in a lot of buzz on social media – Facebook, Twitter, Instagram, and blogs. Some locations jumped as many as two stars in their Yelp rating. A half-star increase in your Yelp rating can result in a 19% increase in business, according to a 2012 report by Economic Journal. That’s worth the investment.

Important Words and Info in Your Online Menu

info@NetWaiter.com — Wed, 31 Dec 2014 12:12:00 -0700

Restaurateurs have discovered something, and it applies equally to online ordering at restaurants as it does offline ordering. More detailed descriptions of your menu items, especially when using some key words, helps increase sales, and at higher prices.

Here are a few tips on fleshing out your online menu, and keep in mind that the addition of some of these key words can also help your SEO rankings:

Mention preparation methods – Words such as grass-fed, house-made, in-house and artisanal are all associated with higher prices. One study found that the average price of an order of French Fries goes up $1.68 when the words hand-cut are included in the description.

What’s the source of the food? – 86% of consumers in a global survey rank ingredient transparency high on the scale of importance. This used to be a tactic of smaller chains and independent restaurants, but now you see larger chains boasting the origins of their beef and vegetables, or where they may get their catch-of-the-day. “Locally grown … (fill in the blank)” or a specific region (Northwest, Chilean, etc.) can help boost orders, even at higher prices.

Dietary considerations – Vegetarians, vegans, and those on a gluten-free diet all have a challenge when ordering from restaurants. Making note of these issues on your online menu will make you a favorite and help increase your sales among people that fit these profiles. A simple icon attached to a menu item can identify if it’s vegan, gluten-free, etc.

Add a Personal Touch to Online Ordering

info@NetWaiter.com — Sat, 13 Dec 2014 11:12:00 -0700

In a recent survey by the National Restaurant Association, more than half of the individuals who have not used online ordering say they prefer dealing directly with people. The good news: you know their objection, and now you can address it.

Here are some tips to make the online ordering experience more personal:

•   Encourage employees to address customers by name when they pick up their order or during a delivery. Their name is already included with their order information. Try to connect with them as personably as possible - treat them like a customer, rather than an order number.

•   During a pickup or delivery, employees can also acknowledge special requests – “Your dressing is on the side, just like you requested.”

•   Periodically, at the beginning of the day, have a manger contact a customer that had a large takeout order the night before. Inquire about their experience and how they enjoyed their food. Whether by email or phone, you may learn some valuable information. At the same time, customers will be pleasantly surprised that you contacted them to check on their experience.

What impresses customers is the unexpected. All you need is a few delighted customers to post something nice online and to tell their friends. It’s only a matter of time before the customers that prefer to deal directly with people realize it’s time to start ordering online.

Expect Success (with a Simple Plan)

info@NetWaiter.com — Sat, 13 Dec 2014 10:12:00 -0700

With some simple planning, you can expect your online ordering initiatives to be successful. Here are some key components to think about:

Stress the Benefits to your Managers – Online ordering is a way for your restaurant to capture more business without expanding your “brick and mortar” footprint. It can significantly improve your bottom line and customer satisfaction – both of which should be a primary focus of your managers.

Involve Everyone – Make sure everyone knows how they fit into a successful operation. The kitchen needs to properly packages each order and the hostess or counter staff needs to be able to organize each order so the pickup process is smooth and fast. Leveraging your team is important because they interface with your customers every day and can make the takeout process good or bad for customers.

Launch Sequence – A common tactic for multi-unit restaurants is to roll out online ordering at only one or two locations to start. Managers can refine their operations and pass on the ‘best-practices’ to the other locations. While each location is going to have its unique quirks, it’s important to maintain consistency as best as possible.

Some Restaurants Perform Better Than Others – It’s not a failure if one location isn’t performing as well as another. Every location will be a little different and it’s a function of many factors. Local demographics play a huge role. Restaurants in an area where the millennial market is strong will adapt to online ordering more quickly. Local businesses and office lunch orders could significantly benefit certain locations more than others. Every location will have different levels of success, but you can still expect all of them to be successful!