How to Get Started With Your Online Ordering Platform

For all types of restaurants and convenience stores, from mom-and-pop shops to multi-unit businesses, online ordering is no longer just a nice-to-have; it’s a must-have. According to the Paytronix Online Ordering Report, 25–30% of all restaurant orders were online orders in 2022—up significantly from the less than 10% reported in 2019. 

This step-by-step blog article will equip you with the insight you need to consider different online ordering platforms, know which features make or break success, launch your platform seamlessly, and skyrocket your sales.

Here are five of the many benefits you’ll enjoy using a restaurant online ordering platform: 

1. Increased revenue: Providing guests with a channel to place orders on the go maximizes purchase occasions. 
2. Improved guest experience: A seamless, personalized, and convenient ordering experience will stand out to brand new guests and motivate them to return directly, instead of going through third party platforms. 
3. Streamlined operations: Point of sale (POS) integrations, inventory management, and marketing tools provide a seamless workflow. 
4. Access to a wider customer base: Whether for takeout or delivery, customers from all generations are ordering online more often. 
5. Valuable data insights: Leverage reporting on ordering trends, customer preferences, system performance, and more to optimize marketing and operations. 

HOW TO CHOOSE THE RIGHT ONLINE ORDERING PLATFORM 

Restaurant online ordering platforms offer different features and advantages, so your first step is to research which one best fits your business. It’s important to research and compare platforms based on your needs and budget, and then request demos to see the systems in action. 

Here are five useful questions to ask: 

1. User interface: Is the interface user-friendly, supporting a positive guest experience? 
2. Menu customization: Can I customize my online menu to highlight seasonal specials, update descriptions, and adjust item availability? 
3. POS integration: Will it connect to my existing POS?  
4. Payment processing: Are transactions safe and convenient with trusted payment processing? 
5. Reporting: What restaurant reporting insights are included? 

TAPPING INTO SEAMLESS POS INTEGRATIONS 

Next, to ensure a smooth transition, choose a restaurant online ordering platform that seamlessly works with your existing POS system. With smooth POS integration, you create a unified platform that streamlines operations for your staff and enhances customer satisfaction. 

In more practical terms, POS integration empowers your restaurant with: 

• Real-time order processing: Orders instantly reach the kitchen, ensuring accuracy and minimizing delays in preparation. 
• Unified payment management: Consolidate all transactions, online and in-house, into a single platform for simplified accounting, reconciliation, and analysis. 
• Data-driven insights: Gain comprehensive sales and customer preference data, enabling informed menu and marketing decisions. 

Tip: Paytronix integrates with dozens of popular POS systems. Check out the list to see if yours is available. 

BUILDING YOUR ONLINE MENU FOR SUCCESS 

Once you’ve chosen your platform, you’re ready to upload your current menu and start editing! Your online menu is your restaurant's digital ambassador, so make it user-friendly and visually captivating. 

Start with high-quality photos to make your menu appeal to customers. Consider hiring a professional photographer to get the job done, especially if budget allows. 

Then, write menu descriptions that compliment your brand. Highlight the fresh, seasonal flavors and unique cooking techniques you pour into each dish. Make your customers crave what they're reading. 

Next, cater to all dietary needs and preferences by offering filters for dietary restrictions, allowing customization for picky eaters, and feature seasonal specials to keep things fresh and exciting. 

Finally, think mobile-first! Ensure your online menu is easy to navigate and read on smartphones, where most online orders happen. Don't leave your tech-savvy customers frustrated with a clunky interface. 

Follow these steps, and watch your online menu transform from static document to dynamic sales tool. Remember, in the digital dining world, presentation is everything. 

NAVIGATING THE THIRD-PARTY DELIVERY LANDSCAPE 

When it comes to delivery, third-party platforms like Uber Eats and DoorDash can help get your delivery service up and running quickly, especially if you’re short on in-house resources. Third-party marketplaces can also expand your reach to new customers through their apps. 

Note that this convenience comes at a cost. Third-party delivery platforms typically charge 15–30% in commissions per order, and you’ll have less control over how your brand is perceived by your customers. 

If you opt for an in-house option, there are several logistical and financial factors to consider, but you’ll gain control over the ordering experience and maximize your revenue in the long run. 

Additional alternatives to third-party delivery include exploring local partnerships and, if operational bandwidth is low, instituting a pick-up only policy. Weigh the pros and cons of each option to determine the best fit for your restaurant, taking these factors into consideration before deciding: 

• Commission fees 
• Delivery radius 
• Customer experience and data 
• Brand control

CRAFTING A PERSONALIZED GUEST EXPERIENCE FOR ONLINE ORDERS 

In the world of online ordering, personalizing the guest experience is key to driving engagement and building loyal customers. In the process, you’ll also gain valuable insight into your customers’ preferences and behaviors. 

Here are some of the ways you can improve your guest experience: 

• Online loyalty programs: Integrate your loyalty program with online orders to drive repeat business. 
• Personalized promotions: Offer birthday discounts and recommendations based on each of your guests’ purchase history. 
• Real-time communication: Enable order tracking for improved transparency and customer satisfaction. 
• Ratings and reviews: Encourage feedback to help you continuously improve your online ordering experience. 

SET UP YOUR RESTAURANT MARKETING PLAN TO PROMOTE ONLINE ORDERING 

Congratulations — if you’ve followed these steps, you’re on your way to launching your restaurant online ordering platform! So, what do you do after you have it set up? 

First, make sure existing and potential customers know your online ordering system is open for business. If you want to reach your ideal customers online, a targeted restaurant marketing strategy will help you attract them to your website and encourage them to place an order. 

Follow these four steps to promote success: 

1. Create a dedicated landing page. Make sure to optimize it for search engines 
2. Leverage digital marketing tools. Use social media, email marketing, website banners, and local advertising to reach existing and potential customers online 
3. Incentivize online ordering. Offer launch promotions and discounts to encourage customers to try your restaurant online ordering platform 
4. Track your restaurant marketing efforts. Adjust your strategy based on your data insights to optimize the results 

HARNESSING THE POWER OF RESTAURANT REPORTING 

Now that your digital orders are coming in, you must leverage restaurant reporting to help maximize your online ordering success. Otherwise, you have some cool tech solutions but aren't taking advantage of what your data is telling you. It’s like having a map to greater success but not reading it! 

The data from your restaurant online ordering platform provides valuable insight on order trends, customer preferences, peak times, and more. To drive continuous improvement, schedule regular reports and share key insights with your team. 

Here are four simple ways you can use restaurant reporting: 

1. Optimize your menu to reflect the most and least popular items that customers order. 
2. Adjust pricing based on performance metrics calculations to help ensure profitability. 
3. Improve marketing campaigns by gaining a better understanding of who your customers are and what they like to order. 
4. Streamline operations with insights into functions like staff scheduling requirements and inventory waste. 

READY, SET, GO! 

Now is the time to unlock the online ordering goldmine. It’s the key to increased revenue, improved operations, and happy customers. 

To get started, simply choose your restaurant online ordering platform, decide on a delivery model, build your menu, personalize the experience, and start marketing your delicious food! With the right approach, you’ll be serving up digital ordering success in no time. 

To learn how Paytronix can help you unlock the potential of restaurant online ordering, schedule a demo today.