A Website with Online Ordering = Real $$$

When you start taking online orders from your website, in a few short days you will find yourself saying "Why did I wait so long?" When your customers order from your website you'll soon realize that: your staff makes less mistakes, your customers spend more money, and your customers have a better experience.

Statistics show that customers who order online spend anywhere from 8%-12% higher than those who order by phone. It makes total sense. On the phone a customer is under a time constraint and can often feel rushed by an order taker. Online they can take their time, see your whole menu and often add more items to their order. I run across restaurateurs who tell me that they can't afford the cost of processing an online order. If the average order is 8% higher and the cost is 3% to process, you are up 5% ... and this is just the obvious benefit... think of the (added) hidden value:

1. When customer-A was issuing that bigger order, your employee was not taking that order but making one for customer-B.
2. No Mistakes! The order comes out in black and white. No mistakes in quantity, items, delivery address AND if you choose to process credit cards online, it is often already paid!
3. And what about that customer who hung-up and decided to order from your competition because your phone lines were busy! No such thing in online ordering.
4. Also, think of that night owl who wants to order for his team's party tomorrow, but there is no one in your restaurant to take an advance order!
5. And how many can - in all honesty - say that they do not order the same thing over and over again. Online platform allows the customer to quickly reorder from old orders...

Bottom line: I think that restaurant operators who look at the 3% cost completely miss the boat! I'd venture to say that their argument to save 3% is awfully short sighted. Your restaurant makes more money when your customers order online. After a few weeks of taking online orders, successful operators realize the best way for a customer to place an order is online and they start to look for tools to make this happen.

There are many ways to get your customers to order online. Here are some simple must dos!
1. On your menu you must print in LARGE letters, ORDER ONLINE at yourrestaurant.com
2. Train your staff to let customers know that they can order online (T-Shirts with your restaurant's website address on them, maybe?)
3. Create in house displays that tell your customers that they can order online
4. If you have a phone recording, tell them on the message. Especially on the closed message. This way they can place an order even when the restaurant in closed.
5. Create a reason for them to order online. Many online ordering systems lets you create a loyalty program and a first time discount.

More sophisticated techniques include:
1. In print or radio campaigns include an online coupon code that gives customers a discount when they order online.
2. Create a google adwords campaign to enhance the traffic to your website. The more visitors to your website, the more online orders you will get. This is also a great way to get new customers. 3. Develop a marketing campaign with the email's you acquire with each online order(If the ordering platform you use doesn't give you complete ownership of your customer emails you have the wrong ordering platform). Keep yourself in forefront of your customer's mind with subtle, yet systematic email campaigns to your database of online customers. Remember, you are just a click away when the customer thinks of ordering online!

If you continue to have a quality product and excellent customer service your online channel will grow naturally. It is the way of the world. By implementing some of the techniques from above you can increase your online traffic exponentially. Given the choice of ordering online or via phone, most customers find ordering online easier.

Plus, this is another tool that helps independent restaurant owners level the playing field in their battle against large chains and franchises (most of whom are already profitting from this technology).