It is no secret that the restaurant industry has been relatively slow to adopt new technology. However, the Coronavirus pandemic has compelled food and beverage outlets across the US to turn to digitizing as a means of survival. During the prolonged lockdown restaurants had no choice but to up their delivery and takeout game by putting in place a more efficient and user-friendly online ordering system.
Statistics show a 65% increase in digital ordering since the start of the pandemic, underscoring the popularity and value of online ordering systems. Furthermore, an Oracle study conducted both prior to and during the lockdown period in the US and UK, revealed that 86% of respondents preferred to order directly from a restaurant’s website or mobile app rather than go through a third-party app or other common platform. Thus, a sound online ordering system, be it a website or mobile application (or ideally, both) is vital for business.
Yet, with so many restaurants now setting up digital platforms, it is easy to get lost in the crowd. In order to stand out, your restaurant’s online ordering system needs to distinguish itself through unique features.
While there are multiple ways to do this, here are four easy-to-implement ideas:
1. Pick-up and delivery time
The way most websites and apps currently work is that once a patron places an order they are given an estimated time for pickup or delivery. Thus, it is the restaurants that specify when the food will be ready. A much more client-centric approach would be to allow a customer to specify a time for collection or delivery. In addition to a higher degree of customer control, this also gives patrons the convenience to order ahead of time and then not have to worry about that particular meal.
2. Virtual dinner parties
Since social distancing is the order of the day, many people are not able to get together with their family and friends. In order to maintain social connections, people have been organizing virtual parties. Your restaurant can jump on this bandwagon by offering virtual party packages, where one person can curate and order the meal, with delivery being made to multiple locations. The commonality of the food and drink will enhance the simulation of the restaurant experience. It also gives individuals a chance to ‘host’ guests even though everyone is seated at their own dining tables. Just make sure you put in place practical parameters for delivery in terms of distance and number of locations.
3. Delivery to a third party
Most online ordering systems, especially mobile apps, restrict orders to the person’s physical location. You could expand this to allow food delivery to a third party at a different location. This is a great gift idea, especially when it is not so easy to take someone out on a special occasion. Cards and customized messages could be thrown in on a complimentary basis, adding a personal touch and making the recipient feel extra special. A satisfied customer will always come back and so you will be able to increase your customer base.
4. Birthday treats
Earmark a customer’s birthday through your loyalty program and offer them a birthday treat. This could be as simple as a free coffee or slice of cake or a more sophisticated curated meal (perhaps at a discounted rate). Loyalty programs are a gold mine for data and you can access relevant information on favorite dishes and frequently purchased items in order to create a custom meal which you can then promote privately through a push notification or email. Indulging a person on their special day will enhance the customer experience leading to more business.
A proper online ordering system is no longer an option for restaurants, it is a must. That said, these are competitive times and to stay ahead of the game your platforms must be distinctive.