Want to increase your restaurant’s take-out revenue by 30 percent? Invest in online ordering.
Not only a system to efficiently manage existing orders, online ordering is also the way of the future in the restaurant industry. With more customers seeking out the ease of take-out–and especially delivery–restaurants must look to satisfy those cravings without hurting their dine-in business.
Restaurants handling take-out orders is nothing new, but the move to a digital platform can increase efficiency, saving restaurants time and money. No longer does an employee need to be tied to a phone, responsible not only for taking orders correctly but accurately entering them into the POS system at the restaurant.
Take it from Bruno Zacchini, chef/owner of Orlando-based pizzeria Pizza Bruno, who actually tossed his landline phone into the garbage after frustrations with orders by phone reached a boiling point.
“We immediately realized it was requiring a lot of time, in addition to an employee dedicated to just taking orders,” Zacchini says. “Plus, the non-stop ringing of the phone was really affecting guest experience. One Friday, I decided to just throw the phone in the trash and find a better way.”
Almost immediately after making the switch to an online ordering platforms, Zacchini says sales increased 10 percent.
Karen Moran of Charleston-based Sweet Lulu’s Bakery & Cocktail Caravan Bar found similar results after making the switch.
“We’re a catering bakery, but added online ordering delivery for those who aren’t able to hire us,” Moran explains, noting that initially, the driving force was just getting the company name out there to potential clients. “It now accounts for 25 percent of revenue.”
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That, along with the insight that orders placed online made up for 6.6 percent of all orders in 2016, beating out the 5 percent made over the phone, has made online ordering systems in demand for restaurants who want to best serve their customer base.
“I decided to just throw the phone in the trash and find a better way.”
This month, Restaurant POS company Upserve launched a new Upserve Online Ordering platform to integrate online ordering with its existing Breadcrumb POS. Instead of requiring a phone call and quick note-taking, or even fax printouts in some cases, orders now arrive in the kitchen as if they had been entered by a server.
Karan Verma, general manager of New York’s Masala Box, reported a 17 percent increase in delivery and take-out orders after integrating an online ordering platform through Upserve. And the time spent managing an order dropped from a minute and a half to just two seconds.
And without needing to pay commission to third-party online ordering providers, Upserve customers stand to save even more–as much as 20 percent–while also being able to form new relationships with companies like Chowly, Menufy and Opening Dining, who join Grubhub and Seamless in the Upserve Marketplace of tech partnerships.
Of course, with more tech integration can come more changes to the brick and mortar experience diners have come to understand. But before restaurateurs can think about changing, or pivoting, their business model, they have to make sure they’re taking advantage of every customer that comes through the door–or sends in their order from the comfort of their couch.
Has your restaurant implemented online ordering? Share your experience.