With any takeout or delivery order, it’s important not only to get the order processed efficiently and accurately, but to also guard against committing the errors that irritate customers most often. 

 Last month, QSR Magazine published an article about a study on takeout trends done by Techther. Among other things, it noted some of the biggest pet peeves consumers harbor when it comes to takeout:

•    Leaking food or liquids (52%)
•    Deterioration of food taste or freshness (49%)
•    Food that doesn't stay hot or cold (46%)  
•    Missing condiments (46%)

Another interesting piece of information: "About 60 percent of consumers also say that they are willing to pay more for takeout packaging made with sustainable materials. Trends toward sustainable, recyclable materials for takeout containers are taking shape at several major restaurant brands."

As you operate your takeout and/or delivery business, consider the above findings.  NetWaiter is all about providing your customers the most convenient and enjoyable way to order.  As long as you give the customer what they want, they are happy to pay for it.  Make sure a customer’s online takeout experience is finished nicely by avoiding these costly errors.

Mobile ordering at restaurants is here and growing rapidly.

If you had any doubts, take into consideration a recent report that Starbucks has processed more than 26 million mobile transactions so far this year.  Impressive, especially considering that 2011 was the first year they offered such a service.

Since launching, Starbucks has heavily promoted the ability for customers to pay for their coffee with their Smartphones – all the while – helping to train customers to use their mobile device when interacting with other restaurants.  We should all thank Starbucks for this.

Thank you, Starbucks, for making everyone more aware of how convenient a Smartphone can be for customers and its ability to help process payments (or takeout orders at other restaurants).

According to a July 2011 Pew Report, 1 out of every 3 mobile phones is a Smartphone and 25% of those users consider their Smartphone their primary link to the internet.

When NetWaiter launched its own mobile ordering platform, nearly two years ago, we automatically made it part of every restaurant’s ordering system.  Within a week, there was a substantial traffic increase, and it continues to grow rapidly.

NetWaiter’s technology is able to determine when a customer accesses a restaurant’s NetWaiter site with their mobile device.  The system automatically recognizes the device and displays the appropriate mobile site.  Navigation is made simple, ordering is simple, and payment is simple.

NetWaiter also makes unique QR Codes available for each restaurant, allowing takeout customers to scan the code with their Smartphone and immediately access the restaurant’s mobile site.  All the work is done by NetWaiter – if your restaurant has a NetWaiter site, you’re automatically provided a mobile site and QR Code, customized for your restaurant.

For more information about NetWaiter’s custom mobile sites and QR Codes, please contact NetWaiter. 

A recent article from Nations' Restaurant News talked about how the large chains are getting away from value, convenience, service, and speed in their advertising. Evidently their studies are telling them to focus more on the menu and the quality of ingredients.

That's good, if focusing on those elements helps bring customers through the front door.  But it is also important to remember that study after study reminds us that customers who order online are a different breed. They look for other things. 

Consider:
•    A sizable portion of customers that come to you for takeout have been to your restaurant.  They know the quality of your dishes and they have a high degree of trust that you will deliver on it.  By converting them to online customers, you take good customers and make them better.

•    Thanks to the proliferation of multi-restaurant portals, there are also an increasing number of customers who are coming to you based on your portal presence (and remember, almost 50% of customers who see you on a portal will check out your proprietary website before ordering because they don’t fully trust the information on the portal).  If these folks are new customers, they are going to judge your restaurant by your own website.

•    Either through first-hand experience, referral, or a sense of adventure, many online customers are already sold on your menu and quality.  They are looking first and foremost for convenience and control.  They want it quick, they want it right, and they want it when they want it.

The Bottom Line:  When it comes to promoting online ordering, stick to the basics – the added convenience and control.  You might also add that your takeout items are always as good as what they would be in your restaurant.  Just keep your website looking good and the orders will keep coming in!

Mobile ordering at restaurants is here and growing rapidly.

If you had any doubts, take into consideration a recent report that Starbucks has processed more than 26 million mobile transactions so far this year.  Impressive, especially considering that 2011 was the first year they offered such a service.

Since launching, Starbucks has heavily promoted the ability for customers to pay for their coffee with their Smartphones – all the while – helping to train customers to use their mobile device when interacting with other restaurants.  We should all thank Starbucks for this.

Thank you, Starbucks, for making everyone more aware of how convenient a Smartphone can be for customers and its ability to help process payments (or takeout orders at other restaurants).

According to a July 2011 Pew Report, 1 out of every 3 mobile phones is a Smartphone and 25% of those users consider their Smartphone their primary link to the internet.

When NetWaiter launched its own mobile ordering platform, nearly two years ago, we automatically made it part of every restaurant’s ordering system.  Within a week, there was a substantial traffic increase, and it continues to grow rapidly.

NetWaiter’s technology is able to determine when a customer accesses a restaurant’s NetWaiter site with their mobile device.  The system automatically recognizes the device and displays the appropriate mobile site.  Navigation is made simple, ordering is simple, and payment is simple.

NetWaiter also makes unique QR Codes available for each restaurant, allowing takeout customers to scan the code with their Smartphone and immediately access the restaurant’s mobile site.  All the work is done by NetWaiter – if your restaurant has a NetWaiter site, you’re automatically provided a mobile site and QR Code, customized for your restaurant.

For more information about NetWaiter’s custom mobile sites and QR Codes, please contact NetWaiter.

There is a new feature available to all NetWaiter restaurants -- the NetWaiter Social Widget.  This dynamic tool allows restaurants to quickly communicate information with customers, and allows for instant customer interaction. 

Now, restaurant owners and managers can send out real-time updates to customers on all sorts of things. Announcements, new dishes, menu changes, or promotions can be posted on a restaurant’s Social Widget and instantly be available for customers to read.

NetWaiter was the first online ordering company to link Facebook to online ordering.  With NetWaiter’s new Social Widget, there is even more ability for restaurants and customers to interact.  It's all about keeping customers in the loop and engaged as much as possible.

If you want to run a two-hour special on appetizers on a Monday evening, the NetWaiter Social Widget is the perfect tool to get the word out.  Customers can also interact with a restaurant using the NetWaiter Social Widget, by giving a ‘thumbs-up’ to comments or making comments of their own.

Only customers who have placed orders, or those who are logged-in, can post comments and interact with a restaurant’s Social Widget.  Customers can also view comments of others, allowing them to share information and use the power of referral to influence each other’s ordering decisions.  Restaurants have full control of their Social Widget and the ability to delete any posts within their NetWaiter Management Console.

The NetWaiter Social Widget allows restaurants to step up communication with customers and encourage more interaction and engagement.  If a restaurant does not have the staff, or is unable to follow-up or monitor communications through the tool because of vacation or absence, they can disable the widget and then turn it back on at their convenience.

A recent article from Nation's Restaurant News provided some conflicting data about the health of the economy and the fate of upcoming Holiday restaurant sales. 

Here at NetWaiter, we looked into our crystal ball and the answer we got was – “If the upcoming Holiday Season is going to be good for your restaurant, it's because you worked hard and started planning early enough.”

Here are a few tips to help you work smarter:

•    Start Promoting Early - The Holiday Season can be busy for many people and offering them convenience during such a hectic time is really beneficial.  Consider posting signage to remind people your restaurant offers online ordering through their mobile device.  "Pick up dinner on the way home from the mall."  Also, work with your wait staff to spread the word.  These tips help keep business coming in well after the Holidays.

•    Print Advertising - Do you have a regular ad in a local paper or magazine?  Make sure your custom online ordering site is part of the message.
•    A Little Motivation - What about a Free Appetizer or Dessert for online orders during the Holidays?  Try offering something special that you don't offer any other time of the year.
•    Special Promotions - Launch an Email campaign letting customers know they can rely on your convenient takeout system during the Holidays.  Creating an online category for Special Holiday Promotions can also work great. 

Even before the advent of Groupon, many restaurants fell into the coupon trap.

Smart restaurateur s realized that's exactly what Daily Deals are - a trap.  A recent article in the New York Times addressed the pitfalls of Groupon and similar services: "The consumers were being told: You will never pay full price again. The merchants were hearing: You are going to get new customers who will stick around and pay full price.  Disappointment was inevitable."

Do Groupon-type customers come back?  Yes …if they have another coupon.  According to Lingo-Link, a blog discussing how companies can give the best customer service, “...people who are signed up with Groupon get a different half-off coupon offer emailed to them every day.  And as a result Groupon has developed, in a way, their own cult following."  The loyalty is to Groupon, not your business.

There is no replacement for a well-run online ordering system such as NetWaiter, which gives customers the control and convenience of ordering takeout and delivery online.  Daily Deal programs only train shoppers to come back when a discount is available - there is no loyalty.  Unlike NetWaiter, which is, in fact, very likely to draw customers back repeatedly and have them happily paying full price.

An online article from MIT's Technology Review also examined how merchant reputations changed before and after a Daily Deal.  The article reported the average rating scores from reviewers who mention Daily Deals are about 10% lower than scores of their peers.  And, what’s the cost for these poor reviews?  Extraordinary.  If the standard discount is 50%, and the Daily Deal site takes half the money paid by each customer, your restaurant is essentially giving a 75% discount to a customer that might come back.

Bottom Line: Forget flushing marketing money on Daily Deals.  Instead, implement long-term and cost effect marketing programs.  NetWaiter should be one of the key pillars of your marketing strategy to attract good customers who pay full price.  Get people into your restaurant, create brand awareness, and make money! 

This letter was recently sent to the editor of Nation's Restaurant News, but you can read it here: 

A recent online issue of Nation's Restaurant News included a feature - 10 Ways to Build Business Inside Your Restaurant's Four Walls.  The article was good, with information and advice that all restaurateurs can use.  Might we suggest a follow-up article - 10 Ways to Build Business Outside Your Restaurant's Four Walls.

At the top of the list should be Online Ordering.

Allowing customers to order takeout or delivery from the convenience of the internet, including mobile phones and tablets, is a major innovation for the restaurant industry.  Studies indicate that customers like to place orders online due to the degree of control and convenience it provides.  Restaurants love it because they receive larger average tickets, the convenience encourages more frequent use, and they have the ability to sell more meals without overburdening the wait staff.  Of course, these are just a few of the benefits.

According to a study by the Cornell University School of Hospitality, 43% of survey respondents ordered food online in 2010.  Take that same group, and narrow it down to respondents between 18 and 35 years old, and it goes up to 60%!  Both these figures are at least a year old and we know they are higher now.  At NetWaiter, we venture to say that within the decade, and probably much sooner, restaurant customers will expect online ordering.  Within some demographics, this is probably already true.  Restaurants that don't have online ordering will lose out on valuable business from valuable customers.

A recent online issue of Nation's Restaurant News included a feature - 10 Ways to Build Business Inside Your Restaurant's Four Walls.  The article was good, with information and advice that all restaurateurs can use.  Might we suggest a follow-up article - 10 Ways to Build Business Outside Your Restaurant's Four Walls.

At the top of the list should be Online Ordering.

Allowing customers to order takeout or delivery from the convenience of the internet, including mobile phones and tablets, is a major innovation for the restaurant industry.  Studies indicate that customers like to place orders online due to the degree of control and convenience it provides.  Restaurants love it because they receive larger average tickets, the convenience encourages more frequent use, and they have the ability to sell more meals without overburdening the wait staff.  Of course, these are just a few of the benefits.

According to a study by the Cornell University School of Hospitality, 43% of survey respondents ordered food online in 2010.  Take that same group, and narrow it down to respondents between 18 and 35 years old, and it goes up to 60%!  Both these figures are at least a year old and we know they are higher now.  At NetWaiter, we venture to say that within the decade, and probably much sooner, restaurant customers will expect online ordering.  Within some demographics, this is probably already true.  Restaurants that don't have online ordering will lose out on valuable business from valuable customers.