What Is an Online Ordering System for Restaurants?

An online ordering system is a digital platform that enables restaurants to provide the full extent of their services online. The platform provides solutions for crafting digital menus, processing orders, and integrating with the rest of your digital engagement software to communicate and serve guests on various digital devices. 

A first-party online ordering solution is a great way to enhance customer satisfaction and encourage return visits. Here are some key features of an online ordering system:  

• Integration with other restaurant systems: Connect with your POS, inventory management, and marketing tools for a seamless workflow.  
• Seamless website and app integration: Enable a customer to order from anywhere, anytime, whether on desktop, tablet, or mobile with a user-friendly website and mobile app.  
• Intuitive menu management: Easily update your menu, add photos, and highlight specials, all in real-time.  
• Order customization: Let customers build their perfect meal with modifiers, dietary options, and special requests.  
• Secure payment gateway: Ensure transactions are safe and convenient with contactless ordering and secure payment processing.  
• Branded experience: Make it your own! Customize the look and feel to reflect your restaurant's unique identity.  
• Loyalty program integration: Reward your superconsumers with points and exclusive offers directly through the system.  

The time for investing in online ordering is now. According to the Paytronix Online Ordering Report, in 2022 25-30% of all restaurant orders were online orders, a significant jump from just 10% in 2019. Paytronix projects that digital channels will only continue to grow, making online ordering a wise investment in your guest engagement strategy today. 

OWN THE CUSTOMER EXPERIENCE WITH FIRST-PARTY ONLINE ORDERING 

Relying solely on third-party ordering platforms can cost up to 30% of your profits and limits your access to customer data. With your own restaurant website and integrated online ordering system, however, you own the entire customer journey. 

You control the branding, menu presentation, and promotions, fostering stronger customer relationships and loyalty. Owning the online ordering experience maximizes your profits and keeps your brand top-of-mind whenever your ideal customer is ready to order again. You'll save money by serving customers directly and increase their likelihood of returning by providing a memorable experience that's unique to your brand. 

The benefits don’t end there. A robust restaurant website equipped with an online ordering system enables you to:   

• Empower customers to access your brand from wherever they are and customize their orders as they would in-person.   
• Free your staff to focus on food preparation while the online ordering system provides seamless intake and order flows.  
• Centralize menu management so you can give your guests the most accurate prices and item availability in real-time.  
• Listen to your customers via online feedback so you can improve offerings, address problems, and create a more enjoyable dining experience for everyone.

WHY ONLINE ORDER AHEAD IS BETTER THAN CALL-IN ORDERS  

Online ordering saves staff the frustration of navigating busy phone lines and deciphering orders over the din of a busy kitchen. Digital ordering is more efficient, enabling customers to place orders in their own time and to their own specifications, ensuring higher order accuracy and less time wasted on the phone. With your staff freed from the phone lines, they can dedicate their hours to what truly matters—preparing orders for pick up or delivering and ensuring guests leave satisfied.  

While reducing phone-based errors and optimizing labor are undeniable benefits, online order ahead also offers restaurants significant sales advantages:  

• Upselling and cross-selling opportunities: Online ordering platforms can automatically prompt customers with relevant add-on suggestions, such as side dishes, desserts, or beverages. 
• Full menu discovery and impulse purchases: Unlike limited phone interactions, online menus showcase your entire offering, encouraging exploration and spontaneous additions to customers' carts. 
• Targeted promotions and dynamic specials: Leverage your online ordering system to personalize deals and specials based on customer preferences and order history. Daily or weekly limited-time offers create a sense of urgency and motivate final purchases, reducing cart abandonment. 

Baby Boomers Make Great Digital Customers  

"Although the meme of the Boomer confused by technology is prevalent, the data shows that the Baby Boomers are the ideal online-ordering customers. Boomers are the best tippers, leave the best ratings, and return more often than almost all the other generations. Moreover, they have no trouble with order ahead, showing familiarity with more advanced features." (Source: The Online Ordering Report: 2023. Paytronix.)

4 ONLINE ORDERING TRENDS WE SEE FOR RESTAURANTS 

The online ordering landscape is constantly evolving, and savvy restaurants are adapting to stay ahead of the curve. Here are four key online ordering trends to watch:  

1. First-party ordering is growing relative to third-party apps: There has been a recent surge in first-party ordering relative to third-party ordering apps. And guests acquired through a restaurant’s first-party online ordering system tend to order pricier items, tip better, and visit more often. (Source: 2023 Paytronix Online Ordering Report. Paytronix) For ideas on how to do this effectively, watch our on-demand webinar, How to Get More First Party Orders.  
2. Personalization and data-driven insights: An online ordering system for your restaurant website provides valuable data on customer preferences, order history, and behavior. By using this data, you can personalize the ordering experience, offer tailored recommendations, and strengthen customer loyalty on near-autopilot.  
3. Loyalty program integration: Because customers who place digital orders are more likely to become members of your restaurant’s loyalty program, integration with these programs can enhance customer retention and reward repeat business.  
4. Artificial intelligence (AI) is improving online ordering: AI is here to stay—it’s already lightening the workload and helping restaurants improve everything from operations and data analysis to customer service and automating guest feedback. Review your greatest business needs and the corresponding AI solutions available today for reducing costs or increasing profits in that area. 

Based in Boston, Massachusetts, Uno Restaurant Holdings Corporation includes 80 company-owned and franchised Uno Pizzeria & Grill restaurants located in 20 states, the District of Columbia, India, Saudi Arabia, and Dubai (UAE).

Since launching Paytronix Online Ordering, Uno Pizzeria & Grill has taken more than 58,000 orders across its 100 restaurants. The brand has also consistently seen the totals for online orders be 10% larger than those placed onsite. And one month after introducing the loyalty program, the brand was exceeding industry benchmarks with nearly 1,000 guests signing up for the program each day. (Source: Simplifying Your Tech Stack to Improve Guest Engagement. Paytronix.)  

LAUNCH YOUR ONLINE ORDERING SYSTEM TODAY 

Launching online ordering is a powerful investment in your guest engagement strategy. Contact Paytronix today and let our expert team craft the perfect online ordering system for your business. We'll help you navigate the online ordering trends, turn your website into a customer magnet, and ensure you stay ahead of the curve in the ever-evolving world of food.