You've probably noticed: the term "Click and Collect" has definitely been adopted (even by people who didn't know about it), and the delivery market has exploded.
This is no accident.
The online ordering is here to stay. And while we're probably still in the early stages of adoption, the Covid-19 health crisis has given it a huge boost with establishments and consumers who hadn't particularly turned to it before.
Whether you want to offer Click & Collect (based on the takeaway model) or a delivery service in-house or via a Stuart-like connected fleet, this is the first question you're probably asking yourself.
Is using a delivery platform profitable for my restaurant?
It's understandable, especially if you're considering going through an Uber Eats or Deliveroo type platform for these services... or even if you already do.
Or maybe you're just wondering if taking orders by phone, the old-fashioned way, isn't just as effective and less risky after all.
The answer is no!
More than ever, and the coming years will reinforce this trend, having your own online ordering system is crucial (and sometimes vital) for most independent restaurants or franchisees.
The good news is that behind this market requirement are hidden great business opportunities that go beyond what the delivery marketplaces can offer you in the medium and long term.
Why offer online ordering for your restaurant?
Here are 9 key arguments in favor of an internalized online order with your establishment's colors!
1. Keep all your profits
Even if you negotiate your commission rate (and not all brands do), going through Uber Eats, Deliveroo or the like means thata piece of the pie goes away with each transaction.
By opting for an own order system, you keep the profit generated by the orders placed, without paying a share to a middleman.
The must?
Opt for an online order that does not charge you on the amount or volume of transactions, but rather on the basis of a controlled package that allows you to fully control your business without bad surprises at the end of the month.
The more you sell, the more you earn. It's as simple as that.
2. Increase your average basket
We are not the ones saying this (well, we are, since we regularly see up to 25% more sales with omnichannel for our clients), but the market figures.
Indeed, the fact that the customer can take his time on a menu and its photographs, but also be exposed to attractive additional sales proposals, tends to increase the average basket of online orders placed directly with restaurants.
Especially since, unlike aggregators, there are no service fees for the end consumer.
3. Reduce order-taking errors (they have a cost!)
Poor (or broken) quality of communication on the phone, taking a phone call in the middle of a fire while managing customers on the spot... Taking orders over the phone can work, but is far from error-free.
These mistakes not only cost money, but they also disrupt the customer's experience with your establishment and therefore your brand... Not to mention the extra stress and time needed to rectify the situation!
With online ordering, your customer takes his time, carefully selects his dishes but also his preferences and options.
Everything is clear, square and well recorded.
4. Open new revenue channels
Without even taking into account the health constraints linked to the crisis, generating new revenues without using an omnichannel approach almost necessarily means pushing back the walls.
With a digital offer without intermediaries, new possibilities are open to you: a sustained development of take-away sales, but also delivery opportunities that extend the turnover achieved in the restaurant.
That's not all!
By reaching a new connected audience, you open the door to the possibility of converting a part of this market by attracting them to your physical outlet or other similar ones (franchises, branches, chains...).
5. Control your image and your offers
By focusing too much on the immediate part of the delivery and take-out business, it is tempting to put aside the brand awareness and preservation part, as well as the control of the offers presented to customers.
By having your own online ordering system:
- You are the master of your identity, your colors, your brand and your tone,
- You provide a consistent customer experience, which builds and reinforces loyalty and repeat purchase,
- You change in real time your items, menus, offers & pricing, photographs, without depending on the delay imposed by intermediaries.
Your name and brand have value: preserve them!
6. Connect with your customers
The key to success in a world of intermediaries is building a direct relationship with your fans and customers. With online ordering, you, and only you, have the contact information and preferences of each of your customers.
In the long run, this allows you to easily promote your new menus, offers, openings, to animate and develop your loyalty program. It is a real strike force whose value is no longer to be proven.
At Innovorder, we have found that our most successful clients are those who work on this direct connection with their community!
7. Stop wasting time on the phone
Advising, serving, preparing and handing out orders, cleaning the premises... There is no shortage of daily tasks in a sales outlet. And you know that better than anyone! Human resources are a crucial and important expense for a restaurant.
By automating the order taking, you allow your employees to focus on high value-added tasks thanks to the time freed up by digital tools.
This time saving is even more important since the time spent answering questions about options, compositions or dish modifications can be avoided with a well set up online order.
8. Easily test new prices and products
The last few years have been marked by a new trend: the offer of grocery products (like Clasico Argentino), producer baskets or DIY kits using the star recipes of certain restaurants or chains (Bagel Corner having been a forerunner on this point).
As a source of additional revenue and a real entry of the brand into the daily lives of customers (their kitchens), it is likely that the expanded ranges are here to stay.
Having an in-house online ordering system makes it easy to test new products, but also prices in the evaluation phase, which is much more complicated or time-consuming when you don't control your offer in real time and live.
9. Collect data (it's not just for Amazon!)
If the word can be frightening or give the impression that it is reserved for big names of the Web, the reality is different.
The behavioral, contact and interaction data about your customers will allow you to optimize your offer, your prices and your way of communicating in the short, medium and long term. Don't deprive yourself of this opportunity!
Things to remember
The explosion of take-out and delivery orders is a tremendous source of opportunities for restaurateurs... Provided that it is well implemented and maintained!
While having your own system is the key to success in terms of revenue and direct links, it is entirely possible to combine this approach with a presence on the major delivery platforms.
Contact us now to discover the best online ordering offer on the market, accessible without commission on your transactions.
