Some Statistics to Kick Around

Posted by Tim on May 30, 2014
Here are some interesting statistics from the 2014 Restaurant Industry Forecast, put out by the National Restaurant Association, and how they can be interpreted regarding restaurant online ordering

It often comes down to your website – The NRA reports that 61% of those consumers responding have visited a restaurant’s website. If you offer online ordering and your NetWaiter site is prominently linked to your site, you can capture the customer’s order when they visit your site.  It’s all about convenience. 

If you offer it, they will use it – 52% of customers said they would use a smartphone or tablet for delivery or takeout if the restaurant offered that option. That’s over 50% of your customers, who would likely increase the frequency of visits to your restaurant, if they could order from their mobile device. 

More reasons for mobile – Another survey finds that restaurants are the most searched industry on a mobile device and that 75% of those searching will make their dining decision based on the restaurant’s mobile site producing the information they were seeking. NetWaiter will make sure the important parts of your site (i.e. your menu) can be easily viewed from a mobile device. The good news is that your mobile site instantly reflects any changes made to your regular site through your NetWaiter Management Console. 

Don’t Ignore Restaurant Search and Review Apps

Posted by Tim on May 16, 2014
Here are two numbers that will catch your attention – 200,000 and 250,000.

According to Yelp, during a recent business quarter, consumers called businesses through Yelp's mobile app 200,000 times a day and generated over 250,000 directions a day.  These numbers refer to all businesses, but as we all know, restaurants represent a sizeable chunk of Yelp’s listings.

These aren’t numbers to ignore.  There are a variety of mobile apps available and some of them can play a big role bringing in business.  Here are some tips on how to make the most of them:

Find out where customers are hearing about your restaurant – Yelp is the 800-pound gorilla of restaurant search/review, but there are others, both locally focused, as well as broader reaching apps.  Have your wait staff survey customers to identify your top three sources of referrals.  You should monitor your listings on those sites regularly.

Use what’s available to help you promote your restaurant – Each site is different, but many of them allow photos (which you should include), the opportunity to make special offers, and a place to add a business description.  According to Yelp, people stay on a business page two-and-a-half times longer when it has photos.

Don’t forget Online Ordering – Make mention of your NetWaiter online ordering capabilities as prominently as you can.  Include a link to your branded online ordering site so customers have easy access to order from your menu.  If a customer links to your NetWaiter site from their mobile device, they will automatically be routed to your mobile NetWaiter site.

Customer Demand, and Other Reasons You Can’t Ignore Tech in Your Restaurant

Posted by Tim on May 16, 2014
63%... and climbing.

That’s how many restaurant customers, according to the National Restaurant Association, have used technology to interact with a restaurant - including reviewing a menu, checking nutritional information, and placing an order.

Equally important is that most consumers, once they use a technology, are more apt to want to use it again.  Nevertheless, many restaurant owners remain hesitant about online ordering.  They site various factors and although they may not admit it, we suspect some of them simply fear technology.

Here are three reasons that should overshadow any doubt about online ordering:

Brand Engagement - Online engagement is critical for brand awareness.  The more your customers can touch you, and you can touch them, the more likely they will patronize your restaurant.  The NetWaiter Management console gives restaurants valuable data for analysis and the ability to reach out to customers via email campaigns (another form of engagement).

More Customers – Obviously, takeout expands your restaurant beyond the seating capacity of your ‘brick-and-mortar’ location.  Because NetWaiter can expand your takeout and delivery business, you are now able to handle an even greater amount of business.  Most importantly, NetWaiter online ordering increases repeat visits and loyalty, so you’ll be seeing customers more often, which is good for your bottom line.

Improved Efficiency - Without NetWaiter, your takeout business is limited to how fast phone calls can be processed.  Customers don’t have to wait on hold or listen to a busy signal. NetWaiter also increases the accuracy of your takeout orders – which is critical for customer satisfaction.  There are much fewer ‘do-overs’ (which can cost a lot of money) and fewer upset customers.  Happy customers = repeat business = more revenue. 

New Infographic: NetWaiter vs Portals

Posted by Tim on May 9, 2014

Takeout Container Considerations

Posted by Tim on May 5, 2014
Most concerns about takeout containers come down to: 1) The container keeping the food at an ideal temperature for a reasonable amount of time (long enough to get it home and on a customer’s table); 2) The container not leaking; and 3) The container keeping the food intact (an item should look similar to how it is served in the restaurant). 

A recent study, however, revealed some additional considerations for takeout containers. 
  • 46% of takeout customers eat their food directly from the takeout container.
  • 44% indicated that it is important to them that they can store leftovers in the original packaging. 
  • 40% indicated that it is important that they can reheat leftovers in the original packaging. 

While none of the numbers cited here represent a majority, they do indicate a sizable chunk of takeout customers, which is a group you want to keep happy (because they tend to be your most loyal customers).  Things to consider: 

  1. Customers expect restaurants to offer packaging that is versatile.  They don’t look at the packaging simply as a delivery vehicle. 
  2. Let customers know that your packaging can be used for storage and reheating.  That added information will go a long way and give them positive thoughts about your restaurant for as long as they use the packaging.  A simple note with each takeout/delivery order will grab their attention.

Will I Order from Your Restaurant?

Posted by Tim on April 24, 2014
We all know that convenience is the biggest factor of why people choose to order online.  But, what are the reasons customers choose to order from one restaurant over another? According to a recent study, these are six important factors customers use to make their decision (figures based on the % of people that agree with the statement):

Food tastes just as good as when dining in – 68%.  Customers want to replicate the in-restaurant dining experience as much as possible.  Remember that presentation is also important.  Use containers that keep your food as intact as possible. 

Orders are accurate – 67%.  This reinforces the fact that you need to check each order before it leaves your restaurant. The customer has little recourse once they get home, other than to grumble on social media and Yelp! about how you messed up their order. 

Convenient Location – 56%.  You might not be able to change your restaurant’s address, but you can make sure the takeout counter is easily accessible, rather than have customers wade through the waiting area and be held up by dine-in patrons. 

Food is prepared quickly – 48%.  Make sure your projection times for pickup and delivery are accurate. One of the reasons folks order and pay online is so they can walk in and walk out – without waiting for the order to be completed. 

Food remains the optimum temperature – 43%.  Use takeout packaging from materials that keep cold things cold and warm things warm, duh.

Portion sizes are the same as when dining in – 42%.  Presentation is everything.  It may be the same, but if it doesn’t look the same, people will remember.  Choose your container sizes carefully.

Improving Curbside Takeout

Posted by Tim on April 24, 2014
Ask a takeout customer why they prefer ordering online vs. calling on the phone and you’ll almost assuredly be told it’s all about the convenience.  The same is said about ‘Curbside Takeout’ – aka the ability to order and have it brought to your car upon arrival. With that in mind, here are a few tips to make sure your Curbside Takeout program is as effective as possible.

Dedicated Parking – If possible, identify parking spots specifically for takeout customers to use upon arrival.  This helps provide convenience for customers and staff when delivering orders to cars.  Video surveillance and asking for the type of vehicle a customer is driving can further provide convenience.  In addition, those marked spots inherently promote your convenient takeout operation to other customers.

Dedicated Personnel for Takeout - It’s a fact: Once you institute online ordering, your takeout business will grow.  At some point, consider a dedicated person for processing takeout orders.  Don’t worry; you may not need to hire a new 
employee.  Instead, start by identifying a ‘point person’ on your staff to handle all ‘outbound orders’.  

Having a specific person manage curbside orders will help guarantee they are handled fast and accurately.  Some restaurants even have a separate production line in the kitchen for takeout orders during peak periods, which helps to 
further maintain quality.

Make Sure All Items are Takeout-able - Restaurant customers want the taste and look of takeout to match the in-restaurant experience.  If you have menu items that can easily lose their “look” or flavor when offered for takeout or delivery, consider not offering it in that format.

Eco-Friendly Packaging - Customers are more conscious of the environment, even in the restaurants they always patronize. Source packaging that is eco-friendly, biodegradable, and/or made from recycled ingredients. 

Maximizing Sales for New Items Online

Posted by Tim on April 8, 2014

In a sit-down restaurant, new menu items are sold through menu inserts, easels, and as part of the introduction given by the wait staff.  In an online environment such as NetWaiter there are also a number of ways you can promote new menu items and changes.  Here are a few tips:

Maintain an Interactive Online Menu.  Nothing makes a customer twitch more than outdated information on a website.  With an easy-to-use interactive web-based menu, you can also update your menu without calling a website designer.  It’s also easy to highlight changes or new additions.

High Quality Images.  We’ve talked about this before, but it’s worth repeating.  A quality photo of a new menu item says more than any description.  Post it on your interactive menu, but also get it on Facebook, Twitter, and other sites.  You want those images shared.

Include Social Media Buttons.  Facebook, Twitter, Instagram - all of them.  Make it easy for people to spread the word about your new menu items.  Remember that certain social media sites are favored by different age groups.  Facebook is now considered an “old folks” platform.  Younger people tend to use Instagram and Twitter.  You may want to alter your message based on the platform.

Create Buzz with “Partnerships”.  Try naming a new item after someone popular in the community.  At the very least, they will promote the item and your restaurant for you.  You’ll make this person and all their family and friends advocates for your restaurant. Imagine the buzz.

How to Handle Online Complaints and Bad Reviews

Posted by Tim on March 21, 2014

Has your restaurant ever been blindsided by an online complaint?  It doesn’t matter if it’s about your online business, or an in-restaurant experience – it’s not a good feeling.  Whether it’s legitimate, or something totally unwarranted – you need to know how to respond. 

Often it’s based on a misunderstanding or a failure to respond early, when a complaint is fresh.  A recent webinar from the National Restaurant Association had some tips on how to respond to these online complaints.

• Don’t be the last person to find out about a problem at your restaurant, or with a takeout order. Get familiar with the tools.  Use Google Alerts, monitor Yelp.  Have systems in place. 

• This isn’t personal, so don’t get defensive.  Your goal is to neutralize these incidents. 

• Take responsibility online.  Denying that it happened is usually the wrong tactic.  If it’s a completely false or bogus complaint, contact the site (i.e. Yelp) and have them remove it. 

• Get the response public and prominent.  Don’t be the 75th person to comment.  Tell the complainant that you want make it right.  Make sure everyone sees it. 

• Treat your online communication as carefully and as thoughtfully as you would in-person.  You don’t want these things going viral.

• If you are posting online, keep everything positive.  If a customer persists with negativity, take the conversation offline by suggesting they call you. 

• Train employees with your approach to handling complaints so that your staff speaks in one voice. 

• If complaints are routine or happening in patterns, it can indicate a weakness in your operation.  Use that information to your benefit and correct the issues. 

Be persistent to make things right.  People tend to remember the last thing you did for them.  It could be a big problem or small dilemma, but if you bend over backwards to make things right, that’s what they will remember most. 

 

New NetWaiter Features Make it Easier to do Business

Posted by Tim on March 21, 2014

In a blog post earlier this month, we talked about how NetWaiter’s online ordering system can help you cater to increased demand for customization - requests for extra meat, double avocado, or other add-ons.

To help accommodate these requests, in addition to upselling the order, it’s important to include any paid option as a selection customers can click to add.  But what happens if a customer enters a separate request in the Special Instructions field that should incur an additional charge?

These special instructions, which restaurants are happy to fulfill, can cause a difficulty when an order is pre-paid. Do you honor the request for extra turkey, even though you haven’t been paid for it, or do you hold off and not include it?

To address this, NetWaiter has developed a Secondary Transaction Feature to allow a restaurant to run a separate charge on a customer’s card, after the initial transaction, to pay for that special request.

This is also a handy feature to add a tip.  A customer may not have thought about a tip when placing their online order, but the Secondary Transaction Feature allows delivery drivers to add a tip to an order, after the initial payment, if the customer tells them to.

Another new addition to NetWaiter is the Hidden Item list.  NetWaiter has always allowed restaurants to “hide” items on their menu, most often because the kitchen has run out of a key ingredient or the item was a limited special that may come back in the future.

This new feature shows “All Hidden Items” in one section of the Management Console for easy management.  Managers can see all items on their menu that are hidden, in one place, and then unhide those that they want to be available again.

 

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