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What Are The Most Impactful Ways to Drive Restaurant’s Online Ordering Sales

In an era of instant gratification, consumers expect to order anything online whatever they need and have it delivered quickly and affordably. The restaurant business is no exemption and multiple restaurants are turning online ordering to reach and capture a large clientele.


Consider online Ordering System:

Online ordering has increased 300% quicker than dine in traffic since 2014.

63% of customers state it's more convenient to get delivered than dining out.

70% of consumers state they'd preferably order directly from a restaurant, preferring that their money goes directly to the restaurant.

The appetite for restaurant online ordering is obviously well established. But, how would you implement a plan to drive traffic to your website and boost customers to use your online ordering system?

1. Offer Online Ordering System On Your Own Platform

Why? Kill commission fees and be in charge for your marketing and promotions to drive sales

This should not come as a surprise: Restaurants that sign up with delivery organizations, for example, GrubHub, Postmates, and Uber Eats are paying huge amounts in commission for each order they get.

Establishing an in-house ordering system on your site guarantees that you save more money for food orders since you're no longer giving a piece of your profit to a third party.

Offering an online ordering on your site also guarantees that you keep your most loyal customers. If a restaurant doesn't offer online ordering service, existing customers who are interested in the convenience of online ordering and delivery may resort to third party apps, where they are exposed to other competing restaurants.

It means restaurants are themselves are in charge of running promotions and the discount amounts to offer to drive sales.

2. Launch Mobile App

Why? Keep customers connected with self-driven promotions and increase brand value.

Having a branded mobile app provides you with a simple and powerful way for customers to place orders and enables repeat sales.

According to a survey by the NPD, a restaurant's app or site winds up making up 70% of online orders and the rest of the come through third party apps or various types of apps. Branded mobile apps also serve to set up and reinforce the reputation of the restaurants.

3. Deploy Platform And In-Store Marketing And Promotions Creatively

Why? Connect with your who are now on your turf and more likely to make repeat orders

Provide an incentive to customers to regularly use your online ordering system by trying different things with various limited time offers on your website.

The restaurant also offers a "ASAP" feature on its online ordering platform which means to prepare orders in less than five minutes and guarantees that food will be prepared by the time of pickup. Since implementing the feature there will be around 8 to 10% increase in sales in the following 6 months.

In-store promotion can also be a powerful way to remind customers to try out your service whenever they think about online ordering. A banner publicizing its online ordering is the first thing each customer sees when they walk through the doors. Furthermore, every table has a tent promoting the advantages of its online ordering platform and providing a link to it.

How To Increase Online Ordering:

Transitioning to an online ordering system will require a learning curve. But, the initial challenge is a hindrance when compared to the long term consequences of not putting resources into online order: losing a large number of pounds every month, relinquishing control of all marketing and promotions and the high probability of losing your customers to competitors on third party platforms.

Moving online ordering to your own platform is the initial step to increase sales. Only then are you able to successfully dispatch an integrated branded app and execute promotions and marketing the way you want.

AUTHOR

Lauren Deol

Lauren Deol is Takeaway Genie's Content Strategist. She writes about the trends, tips and other things that enable customers serve better and be more helpful awesome overall. She also writes about the need and importance of having a website for a takeaway business to run their business successfully.