Restaurants that link an online ordering portal to their website are turning business away and paying to do so.

If you have an online ordering link to a portal showing on your restaurant’s website, you are sending customers from your site, where they are completely focused on you, to a place where they can order from a variety of restaurants.  You are essentially inviting them to order from one of your competitors.

Within the overall marketing strategy of your restaurant, the purpose of a portal is to bring you new customers, not the other way around.  When you point customers to a portal to place an order at your restaurant, you pay extraordinary fees for that business.  If you’re sending repeat customers to place orders through the portal, it’s even worse.

The average portal fee at Grubhub/Seamless is about 14% of each order.  With your own, individually-branded online ordering site, like NetWaiter, you would pay a small fraction of those fees.

Customers come to your website because they are interested in your restaurant.  Don’t send them to a portal where you will either lose them to a competitor, or pay the portal’s huge fee.  Keep them on your site, accept their order directly, retain all of the customer information, and save money while doing so.

Ask any independent restaurateur what brings in the most new customers and they will likely tell you word-of-mouth.  People telling other people about your restaurant, by most estimates, brings in seven to eight out of every ten customers.

What they don’t say, because many haven’t thought about it, is that word-of-mouth conversations don’t just start out of thin air.  They happen because of the things you do to wow customers and catch their attention.  You have to give them something to talk about.  Here are a few examples:

Special Events – We know a Spanish restaurant that regularly holds special events focusing on specific aspects of their cuisine – tamale making, menudo sampling, etc.  The events normally have a nominal charge.  For instance, their tequila tastings are $30/person and they are regularly sold out.  The word-of-mouth these events create is priceless.

Team Sponsorships – Is sponsoring a local Little League team worth it?  You only reach maybe a dozen or so families?  Think again.  You’re reaching many more when you consider the larger organization includes hundreds of kids and their families – all in your area.

Outstanding Online Ordering – Yep, that’s another word-of-mouth builder.  With NetWaiter, the simple act of using Facebook when ordering online can help generate word-of-mouth activity for your restaurant.  After logging in with their Facebook account on NetWaiter, the customer’s friends are automatically notified (with permission) that they just ordered from your restaurant.  The average number of friends someone has on Facebook is now 338.  If only 10 people used Facebook to login, an additional 3,380 people could potentially learn about your restaurant (and even click to place an order for themselves).

Word-of-mouth is not a random thing that happens.  What are you doing at your restaurant to spark a conversation?

Last month, we reported that NetWaiter now offers the option for restaurants to accept Dine-In orders.  Customers can select the Dine-In option when completing their online order and then come to the restaurant to have their meal served to them.

What’s the importance of this?

Let’s look at a simple statistic that was recently released: Google reported that 50% of consumers stated they prefer self-service to full-service in retail environments.   It’s faster, more accurate, and with today’s technology, can be more tailored to their needs.

Faster, more accurate, and tailored to their needs.  In other words – convenient.

We often hear anecdotal reports of customers who order meals well in advance of their arrival because their time is limited.  Rather than wait at their table for a waitress to take their order, they call in advance to save time and have the meal waiting for them upon their arrival.  With this new feature, they can forget the phone and simply place their order online.

With a limited amount of time, employees can still get out of the office for lunch – by ordering in advance, they can get back to work on time.

Again, it all comes back to convenience, even in a Dine-In situation.

Enabling the option for customers to place Dine-In orders is easy through the NetWaiter Management Console.  The updated Reporting section and the new Sales Dashboard also include the Dine-In order statistics.

The number of smartphone users now rivals desktop users, says a recent report.  Online visits from smartphones, however, are nearly twice the number of desktop visits. 

If you doubt this, think about how many times you check things on the Internet using your phone while on the go.  It makes sense, huh?

Mobile is often the only tool used for making buying decisions when it comes to restaurants.  Even better, restaurants have the highest conversion rate from a search to a purchase/visit – it’s a whopping 80%!

Here are some more head-turning numbers:
•    50% of restaurant searches are done on smartphones.
•    When asked about the most important medium for making a buying decision, 42% say it is their mobile phone.
•    51% of mobile users use their device at the start of the purchasing process and nearly half of those rely on their mobile device all the way through the purchasing process.
•    When it comes to restaurants, a mobile customer is a hot lead.  Two-thirds of those looking for a restaurant plan on making a purchase the same day (or within minutes).

With NetWaiter as your restaurant's online ordering service, you don’t have to worry about your mobile site – we’ve handled it for you because we realize how important mobile is in today’s competitive restaurant business.  Make sure your customers know they can visit your online site with their mobile device!

NetWaiter recently released several new features for its restaurant online ordering service, aimed at giving customers more convenience and choices, building loyalty, and making your restaurant marketing efforts more refined and targeted.  Here’s a summary of the features:

Birthday Promo System – Configure a Birthday Promo for customers and NetWaiter will automatically trigger the promotion, emailing it to each customer before their birthday.  The promo can be valid for a pre-determined amount of time after a customer’s birthday.  The Birthday Promo System allows you to recognize your best customers with a ‘Happy Birthday’ wish and continue to build their loyalty.  The best thing about the system – your restaurant can “set it and forget it.”  NetWaiter manages the promotions and redemptions automatically.

Dine-In Option – Rather than offering only Takeout and Delivery options, you can now provide customers the option to place Dine-In orders.  This is ideal for the customer that wants to order in advance, but eat at your restaurant (and it saves you money on takeout packaging).

Delivery Driver Alerts – Send incoming delivery orders straight to your delivery driver/company.  If you want to notify a third-party delivery company of a new order, you can send them the order information, in full, including when the order will be ready at your restaurant and when the order is scheduled for delivery to your customer.

Enhanced Reporting Section – The new Menu Stats page is located in the Reports section of the NetWaiter Management Console.  The Menu Stats page allows you to sort through the most popular categories and items during a particular date range, using an assortment of variables, including: Pickup vs. Delivery vs. Dine-in, day of the week, and the time of day.

End-Of-Day Reports – The new End-Of-Day reporting feature allows managers to see an order summary and a list of all orders that were sent throughout the day.  The order summary includes information such as: Pickup vs. Delivery vs. Dine-in, mobile vs. non-mobile, and paid online vs. paid-in-person.