A number that everyone in the restaurant industry has consistently speculated about was recently revealed.  According to BI Intelligence, Americans spend $70 billion a year for takeout and delivery of restaurant food.  Of that amount, the share that is ordered online is a whopping $9 billion, or just under 13%.

Here are some other important numbers to consider:

•    When restaurants enable online ordering, total orders per month at their establishment increase by an average of 11%.

•    The mobile component of digital ordering is growing at an even faster rate and now makes up about 23% of online food orders.

•    An online customer is more likely to re-order within 60 days, compared to a walk-in customer, simply because online ordering is so convenient.

With these kinds of numbers, the next question becomes, what type of online ordering should you choose for your restaurant?

•    Branded or Not?  NetWaiter is a branded online ordering system.  As opposed to portals, which feature hundreds of restaurants, NetWaiter provides an online ordering site specific to your restaurant, reflecting the look and feel of your brand.
 
•    Get Paid or Not?  NetWaiter processes payments instantly and directly to clients.  Portals are infamous for charging customers directly and then holding onto the money for weeks or longer.  Full control over payment processing is an important question to answer.

•    Mobile or Not?  The numbers clearly indicate how critical mobile ordering is to your restaurant.  Make sure your site is fully functional on all mobile devices.

•    Customer Access or Not?  Online ordering opens up a world of opportunities for restaurants.  Having access to your customer information is the first step to maximizing those benefits.  Not all systems provide that access, especially portals.

If you already have a NetWaiter site, rest easy knowing that you have the premier online ordering system in the industry.  If you want to read more about implementing online ordering and the various options available to restaurants, read this whitepaper from NetWaiter.

Research from the National Restaurant Association indicates that technology, including restaurant online ordering, is playing a larger role in how restaurants attract more customers.

A quick look at some of the information reveals that:

•    36% of customers say they are more likely to use technology options in restaurants than they were two years ago.
•    65% have noticed that restaurants offer more of these options.
•    8 in 10 consumers agree that restaurant technology enhances convenience.
•    7 in 10 say it speeds up service and increases order accuracy.
•    About one-third say that technology options compel them to choose one restaurant over another.
•    About one-third also say that technology options cause them to order takeout and delivery more often.

And interestingly enough,  
•    45% say that technology makes interacting with restaurants more fun.  

With some simple planning, you can expect your online ordering initiatives to be successful.  Here are some key components to think about:  

Stress the Benefits to your Managers – Online ordering is a way for your restaurant to capture more business without expanding your “brick and mortar” footprint.  It can significantly improve your bottom line and customer satisfaction – both of which should be a primary focus of your managers.

Involve Everyone – Make sure everyone knows how they fit into a successful operation.  The kitchen needs to properly packages each order and the hostess or counter staff needs to be able to organize each order so the pickup process is smooth and fast.  Leveraging your team is important because they interface with your customers every day and can make the takeout process good or bad for customers.

Launch Sequence – A common tactic for multi-unit restaurants is to roll out online ordering at only one or two locations to start.  Managers can refine their operations and pass on the ‘best-practices’ to the other locations.  While each location is going to have its unique quirks, it’s important to maintain consistency as best as possible.

Some Restaurants Perform Better Than Others – It’s not a failure if one location isn’t performing as well as another.  Every location will be a little different and it’s a function of many factors.  Local demographics play a huge role.  Restaurants in an area where the millennial market is strong will adapt to online ordering more quickly.  Local businesses and office lunch orders could significantly benefit certain locations more than others.  Every location will have different levels of success, but you can still expect all of them to be successful!

Fall is a triple witching time for a restaurant’s takeout and delivery business.  Summer travel schedules are mostly done, allowing for more routine dining.  Takeout and delivery gets a boost in business from the double punch of college and professional football games. Then add October for playoff baseball and the World Series.  Some people love ordering in and enjoying the game at home, rather than visiting their local watering hole.

What sells during game time?  Wings see a 45% increase in takeout orders during football season, while orders for beef and broccoli see a 26% jump in the Chinese food category.  Pizza, of course, is off the charts during sporting events.

What can you do to draw that online takeout business to your restaurant?  Here are some tips:

•    Promote specials to customers ordering online.  Order an appetizer for a game and get 50% off a second appetizer.
•    Craft entree and combos that are particularly applicable because they work well for takeout.  These online combos should be “guy-oriented” – like pizza, wings, sandwiches, chips and guacamole - things that go well with sporting events and groups of enthusiastic spectators.

NetWaiter is often asked, “How can my restaurant’s online ordering sales skyrocket immediately?”

First and foremost, every restaurant is different.  We know - that line is never fun to hear, but it’s true.  If people don’t like your restaurant’s food, they aren’t going to like it any better because of the way they ordered it.  Thankfully, restaurant owners using NetWaiter are smart, sell great food, and their customers love ordering online.

There are many traits that successful restaurants have in common.  After speaking with a lot of owners and managers, we’ve compiled a list of the most important factors needed to launch your online ordering sales into orbit and some tips to assist:

Embrace Online Ordering and “Take Ownership” of It. Get everyone at your restaurant to embrace one of the most powerful sales tools you have.  “Take ownership” of your online business.  Few parts in any business are autonomous and require little to no strategy or thought.  Give it some attention and thought and it will reward you significantly.

Get The Word Out.  Like anything, people need to know you offer something if you expect them to take advantage of it.  
-    STEP 1: Make sure you have at least one ‘Order Online’ button on your homepage.  DO NOT make people search or scroll to find your online ordering menu.  You should also have links to place orders on other pages of your website for easy access.
-    STEP 2: DO NOT link your ‘Order Online’ buttons to another page, forcing customers to, yet again, click another button.  Send customers directly to your online ordering menu.  They love online ordering because it’s convenient.  Forcing them to click around your site or search for your online ordering menu will only irritate them.
-    STEP 3: Get employees to help spread the word to all of your customers.  

Simple Advertising.  Some of the following tactics are very simple to implement and will help you advertise your online takeout and delivery business.  
-    1) Attach ‘flyers’ to all phone-in orders that mention your website and online ordering.  (TIP: Order some inexpensive or free business cards from a place like vistaprint.com).  This is also a great tactic if you are trying to convert expensive portal customers to order directly from you.  A small promotional discount for ordering directly from you will go a long way.
-    2) Display signage inside your restaurant.  The next time a customer is in the mood for takeout, they’ll visit you online first.  
-    3) Mention your online ordering system and website address to all phone-in customers.  The truth is – they don’t want to be calling you anyway.  They would rather place their order online and you do too – average order sizes are much larger online.
-    4) If someone calls your restaurant during a rush, there is a good chance you’ll put them on hold. Make sure your on-hold message mentions your website and the ability for them to order online.   

Your goal is to have skyrocketing online sales, but don’t get discouraged by a slow start.  With additional NetWaiter features, like our Facebook integration, email marketing, and promotional system, you’ll be able to kick things into high gear.  It’s all about building momentum.  The nice thing about it – once you have it, it’s hard to slow down.

For restaurants that do a lot of catering, online ordering can be a boon.  NetWaiter can make the process easy for both restaurants and customers - allowing them to look through your menu and easily place large catering orders.

Here are some considerations for running a successful online catering operation:

1.    Let people know you cater.  Mention catering in all of your advertisements – you can even include the information in your on-hold message.  Highlight your catering business on your website so customers can read about it and so it gets picked up by search engines.

2.    Add a catering link to your website.  A recent article in Restaurant Hospitality pointed out that this serves two purposes. First, those looking for catering can find it quickly. Second, the link serves as a reminder to regular visitors that you offer a catering option.

3.    Offer a full catering menu.  Some restaurateurs treat catering as an afterthought, offering the menu as a PDF.  With NetWaiter, however, you can automatically turn your catering menu into an interactive online ordering site.  NetWaiter’s built-in controls let you set minimum ordering quantities for particular items, preset specific portions, and you can indicate the specific amount of advanced notice needed for each order.

4.    Think about rewarding the person who orders.  Selecting a restaurant for an office catering job isn’t often the boss’s decision, but somebody in a support position.  Think about rewarding them with a discount (or tasty dessert) for choosing your restaurant.

5.    Catering orders can be critical.  Every order is important, but catering orders are often for special events or business meetings.  It gives your restaurant the opportunity to impress a lot people.  On the same note, it can be really bad if something goes wrong.  Make sure you follow through to ensure everything is prepared properly.