In the rapidly evolving digital landscape, the restaurant sector is no longer immune to the effects of technology. Online ordering systems have had a major impact on the way people consume food. Third-party delivery services such as UberEats, Grubhub, and more are becoming increasingly popular, but many restaurants are opting for in-house ordering systems for a variety of reasons. This blog will discuss five of the key benefits of implementing an online ordering system in-house for restaurants.
1. Enhanced Control Over Customer Data and Relationships
The National Restaurant Association (NRAs) recently conducted a survey which revealed that the majority of restaurant operators (60%) believe that having control over customer data can lead to a higher level of customer satisfaction and loyalty. This is due to the fact that restaurants often rely on external delivery platforms, which can lead to the loss of valuable customer information, as well as the difficulty of establishing direct connections with patrons.
In-house, online ordering systems, on the other hand, provide restaurants with the ability to collect customer data, including names, contact details, order histories, and preferences, which can then be used to create tailored marketing campaigns, loyalty plans, and customer engagement strategies.
2. Customization and Brand Consistency
Restaurants need to make sure their brand stands out from the crowd when they’re ordering online. Third-party delivery platforms can limit how much customization they can offer, but with an in-house system, they can easily add special instructions or make changes to dishes, making customers happier and less likely to make mistakes.
Plus, according to a Technomic study, 64% of consumers say they value brand consistency when they order from restaurants online. So, if you want to make sure your brand stands out, in-house systems are the way to go.
3. Faster and More Efficient Service
Inhouse online ordering systems provide restaurants with the benefit of faster and more efficient service, with orders being transmitted directly to the kitchen. This eliminates the risk of error and streamlines the entire process, saving restaurants time and resources. According to a report by the National Restaurant Association, restaurants using in-house online order systems experience an average of 15% less order processing time.
Not only does faster service lead to higher customer satisfaction, but it also increases the volume of orders that can be processed, potentially leading to an increase in revenue.
4. Lower Commission Fees and Higher Profit Margins
Restaurants may be subject to high commission fees for each order placed with a third-party delivery platform, ranging from 15%-30% or more. These high fees can have a significant effect on a restaurant’s profitability. However, by implementing an online ordering system in-house, restaurants may be able to reduce or eliminate these fees.
According to a National Restaurant Association study, the adoption of an online ordering system can result in an increase of 10% in restaurant profit margins. This additional revenue can be used to improve the restaurant’s menu, improve personnel compensation, and improve overall operations.
5. Better Integration with Other Restaurant Operations
In-house Online Ordering Systems provide a smooth integration between restaurant operations. This integration can be combined with inventory management, POS systems, and CRM software, thus streamlining operations and improving inventory management, order tracking accuracy, and customer insight. According to a Toast POS case study, restaurants utilizing integrated online ordering systems saw a 20% decrease in order error rates, leading to cost savings and enhanced customer satisfaction.
In the rapidly changing restaurant landscape, online food ordering has become a key enabler for success. Restaurants that utilize in-house ordering systems offer a range of advantages, such as increased control over customer information, reduced commission fees, improved brand consistency, faster service, and integration with other aspects of restaurant operations.
In these uncertain times, online ordering is the safest and most dependable way for customers to sample the food and hospitality of a restaurant. As the world continues to grapple with the effects of COVID-19, it is essential for restaurants to maximize the potential of their online ordering system, not only to maintain their current customer base, but also to convert new customers into loyal regulars. So, ensure that your restaurant is well-prepared to seize the opportunities and meet the challenges of this new era in dining.
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