5 Reasons You Need to Prioritize an Online Ordering System

Online ordering is one of the primary drivers of restaurant revenue growth and already accounts for just under half of US total restaurant sales (MadMobile). Building a digital storefront lets guests order on the go and data-driven tools can personalize their experiences. If you’re ready to launch online ordering for your business, keep reading.

WHAT IS A RESTAURANT ONLINE ORDERING SYSTEM? 

A restaurant online ordering system is an end-to-end tech solution that allows restaurants to capture online orders, efficiently route them to the kitchen, integrate with other platforms like email and SMS marketing, and deliver seamless guest experiences both online and offline. Online ordering systems integrate with point of sale (POS) providers, mobile app solutions, customer relationship management (CRM) software, and inventory management software for hassle-free, profitable operations in the front- and back-of-house (BOH). 

THE AMAZING CONVENIENCE OF MOBILE ORDERING 

Smartphones are eCommerce centers in our pockets. That’s why it’s crucial to make your restaurant available through a mobile app format, especially when mobile ordering is the second most popular reason consumers would consider spending more on food. 

If you’re concerned mobile ordering will tie your staff to the phones and emails, fear not. Mobile ordering is proven to increase both guest and employee satisfaction, decrease ordering time, increase table turnover rate, and improve order accuracy.  

The accessibility of mobile apps also expands your reach, catering to a tech-savvy audience that’s willing to spend more. And with easy reordering features, your online platform encourages repeat business, making it simple for customers to return. 

Pro tip: Offer a user-friendly mobile app that's as intuitive as ordering coffee or tea. Think large, clear buttons, exceptional loading times, and a design that's as easy on the eyes as your signature dish. For easy maintenance and a more personalized customer experience, use our Mobile Experience Builder to craft a mobile app for your restaurant.

1. INCREASE Overall SALES 

From building personalized, digital experiences that keep customers coming back, to leveraging machine learning and AI to capitalize on upsell opportunities, online ordering is a great way to grow your customer base and drive repeat business. With a healthy online ordering channel, you’ll get to know your guests through detailed data, and leverage that knowledge to provide personalized experiences that drive sales. 

Actionable tip: Photos make for powerful sales tools. Make your food look as enticing online as it does in person. High-quality photos that practically drip with flavor are your secret weapon for enticing customers to add that extra side, that tempting dessert, or maybe even an extra entree (because why not?). 

2. REDUCE Operational COSTS 

In the consistently competitive, low-margin restaurant industry, maximizing profits comes down to efficiency and reduced costs of ownership. Online ordering contributes significantly to these objectives. 

Consider these four examples of online and mobile ordering: 

1. Reduced labor costs: Fewer phone calls and streamlined operations mean fewer staff needed during peak times, freeing them up for other tasks, and keeping your labor costs lean. Less revenue spent on labor means higher profits, often anywhere from seven to 10% (toast). 
2. Improved inventory management: Customer data from online orders reveals what sells and what doesn’t, allowing you to optimize stock levels and minimize food waste. Review your top-selling and low-selling items regularly to improve your menu, maintain clean inventory, and maximize profit with less manual effort. 
3. Lower marketing expenses: Forget scattershot marketing! Targeted ad and email campaigns reach your ideal customers more effectively, stretching your marketing budget further and ensuring every dollar pulls its weight. 
4. AI tools: Building your online ordering storefront opens your operations and marketing to a wealth of artificial intelligence tools that makes responding to customer communications, dialing in loyalty rewards, and interpreting data a breeze. You’ll also cut down on costs by using these tools instead of hiring a specialist.

Action item: Integrate your online ordering system with your Point of Sale (POS) for seamless data flow, more efficient operations, and reducing restaurant costs. Paytronix solutions integrate with a variety of popular POS systems. 

3. Boost Average Order Value 

Encouraging customers to spend more per order is easy with online ordering. Within a suite of engagement products, you can provide customers with personalized recommendations and tempting add-ons that encourage them to spend more. You’ll also boost order value by introducing enticing promotions and limited time offers which encourage impulse purchases, contributing to a higher average order value. 

But within data-driven marketing strategies, don’t forget the power of image. Photos that do your food justice are key. A great-looking menu creates the perception of higher value, making customers feel they're getting more for their money. This so-called perceived value can lead to higher spending. According to Emma Brudner at HubSpot: “If a customer inherently believes a product is valuable, they may be more willing to pay a premium and/or experience enjoyment from purchasing or using the product.” 

The real magic lies in loyalty programs. Integrate your online ordering system with one, and you reward repeat customers for their larger orders with exclusive treats and incentives. It's a win-win— they feel like royalty, and your average order value climbs to new heights. 

Pro tip: Integrate with a loyalty program to reward and retain your best customers. Then watch your average order value climb.  

4. CAPTURE VALUABLE CUSTOMER DATA 

In the realm of online ordering, harnessing customer data is a goldmine for marketing, growth strategies, and improving the online customer experience. 

Consider these three potential benefits of online ordering: 

• Informed marketing decisions: Tailored campaigns based on preferences and purchase history boost conversion rates. 
• Greater menu optimization: Data insights reveal popular items, guiding menu development. Tip: Create powerful, interactive online menus with the Paytronix Order Experience Builder™. 
• Effective promotions: Targeted offers based on customer data resonate better and drive sales. 

Actionable tip: For a modern approach that takes the guesswork out of marketing, check out our e-book: “Unlocking the Power of Data with Artificial Intelligence.”

5. Offer an amazing guest experience

We’ve all experienced it: You’re ready to order online from a new restaurant but the experience is an uphill battle every step of the way. The website may be poorly formatted, the app is dull and slow, or a faulty integration costs you your order altogether. A first-party ordering solution solves that, reducing friction in the ordering process and making customers happy. 

With online ordering, increased accessibility--achieved through multiple payment options and dietary filters--caters to diverse customer needs. Plus, improved communication, --facilitated by order tracking and real-time updates--enhances transparency and builds trust. Your positive brand perception is established through a seamless online experience, strengthened brand image, and encouraging repeat business. 

Actionable tip: A positive online experience doesn't end with the order confirmation. Follow through with prompt deliveries, courteous communication, and genuine appreciation for their business.