It is redundant to state that the Coronavirus pandemic has wreaked havoc in the world, especially since the food and beverage industry has suffered some of the worst damage. And it does not seem like things will be subsiding any time soon either. Just as restrictions on dining in were being gradually lifted, spralling Covid-19 numbers have caused dozens of restaurants to close down again. In the face of this level of uncertainty it has become clear that, if food and beverage outlets are to survive, dine-in cannot be counted on to be the primary revenue earner. Energy and attention must be channelled towards alternatives like takeaways and deliveries.
Online ordering took off in 2019 with usage increasing steadily in the course of the year. Thanks to Covid-19 and its risks and restrictions, digital orders have catapulted, growing a staggering 300% faster than dine-in traffic since 2014. In terms of money spent, digital orders in general are 23% larger than non-digital orders. For those still needing convincing about the growth potential of delivery sales, forecasts predict an annual average rise of more than 20% worldwide, from $35 billion to $365 billion by 2030. Besides, as already noted, it seems highly likely that, for a second time this year, takeout and delivery may be the only options to serve food.
The time is definitely now to up the ante on the online ordering game, both via websites and mobile apps. Here are five tips to boost digital ordering and rake in the dollars.
Websites and mobile apps should be sensibly organised and easy to navigate. Tabs and menus need clear titles so that customers know exactly what to click to get what they want. Descriptions of items should be brief and precise with accurate pictures accompanying them. Provide the option of customizing a meal at the point of ordering itself.
Include automatic upsell options. Studies have shown that add-ons are far more likely online than while dining in. Many reasons have been cited for this, including pressure felt by diners to wrap up an order fast and the unwillingness of some wait staff to either offer add-ons or list out all available options. A list of toppings and sides can easily be activated once a menu item has been selected on a digital platform.
Try offering separate weekday and weekend menus. With a large portion of the population telecommuting, easy-to-eat set meals are sure to be a hit. The weekend dishes, on the other hand, could be a lot more indulgent and extravagant. Couple, family and group packages are a nice treat, regardless of the day of week.
Promote pre-ordering for take outs as well. This will reduce face-to-face contact between staff and customers and minimize congregating in waiting areas. These are all sensible and necessary steps to stay protected from Covid-19. Curbside pick-up, gaining traction across the US, is another efficient method that keeps all parties safe.
To keep customers coming back, diversify offerings. In addition to cooked food, introduce sauces, pastes and ready-to-cook meal packs. Many restaurants have even included essentials like toilet paper and hand sanitizer. Customers truly value being able to have easy access to essentials that are in short supply and that gratitude builds loyalty.
There are many routes for online ordering: websites, private apps and third party apps. Having all three of these increases the chances of getting business. Keep your options open and give your customers the flexibility to choose the mode that suits them best.
Published August 06, 2020