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.

What influences a customer when making a purchase online?  Although these stats* apply to all online purchases, they are very much applicable to restaurants and restaurant online ordering.


Site Speed and Visuals:
•    After waiting 3 seconds, 57% of visitors will abandon a site if it’s still loading.  80% of those people will never return.
•    Visitors will leave a site within 10 to 20 seconds if it doesn’t immediately resonate with them or provide value.

This is why it’s critical your online ordering site is fully branded to your restaurant.  Customers need to ‘connect’ with your brand immediately or you may lose their business.  If your website links to a portal – you’re most likely losing a lot of business.

•    92.6% say visuals are the top factor influencing a purchase decision.

Showing high quality images of items on your menu can really benefit online sales.

Checkout Process:
•    67.4% of shoppers across all types of sites will abandon the checkout process.  That means just over 30% of visitors complete a purchase they start.  

With NetWaiter, nearly 80% of visitors complete a transaction after they select their first item.  That’s a HUGE difference.

Top Reasons for Abandonment Include:
•    41% - Hidden charges at checkout.
•    10% - Lengthy checkout process.

NetWaiter’s goal is to get the customer through the ordering process in as few clicks as possible – hence our very high conversion rate.

Other Interesting Information on Abandonment:
•    Men are more likely to abandon a purchase.
•    25 to 44 year-olds are the worst offenders when it comes to giving up on a purchase.

Considering the importance of this age group to online ordering.  This is why it’s critical to make the online ordering experience quick and easy for customers.

*Credit to The Marketing Donut and other sources.

Millennials – adults 18 to 35 years old – are the ideal candidates for restaurant online ordering.  Many of them don’t remember a time before the Internet.  Most of them have a connected device within arm’s reach, day or night, whether it’s a laptop, tablet, or smartphone.  Restaurant online ordering is natural for them.

There are, however, some things you need to know about this group – things that can make a difference for your restaurant and your online ordering business…

20% Less.  Millennials, as a group, currently eat out 20% less than other demographic groups. The Great Recession affected them profoundly.  They aren’t afraid to cook for themselves; however, they don’t like to cook all of the time.

The Amazon Generation.  Millennials don’t remember a time when there was no Amazon.com.  The result: they expect a user-centric, friction-free experience with their business transactions.

Loyalty.  Millennials are loyal, so much so that they don’t need or care a lot about loyalty programs.  A friction-free experience is much more important.  As a group, millennials are the least likely to review sites such as Yelp when making decisions.  They know what they want.

Window of Opportunity.  More than 50% of millennials make their buying decision in the six-hour window before they eat, with 29% of that group admitting that the window is closer to one-hour.  17% of millennials don’t even plan that far in advance.  Getting your message to them when they are deciding is important.  Millennials also like businesses that communicate with technologies they prefer – Facebook, Twitter, and Instagram.

Key Lessons:
•    Millennials expect consistent and convenient service more than discounts and loyalty clubs.
•    Communicate frequently and with the right platforms to reach millennials.  Stay top-of-mind so they choose your restaurant whenever they decide to place an order.
•    Make your takeout and delivery as convenient as possible.  Millennials may dine at restaurants less, but they don’t always want to cook for themselves.  Your restaurant’s online ordering site is the key to their dilemma.

You may have noticed NetWaiter recently released some upgrades to its restaurant online ordering system.  So far, the customer feedback has been great and we hope you’re hearing good things too.  Here are a few of the upgrades:

More Attractive Site – NetWaiter has created a smoother, more attractive site for customers as they navigate their way through your online ordering site.  The general ordering process has not changed much, however, please feel free to evaluate your custom site design to determine if any ‘refreshing’ may be warranted.

Enhanced Mobile Ordering – Your site is now more user friendly on mobile devices.  Your previous mobile site has been upgraded for easier navigation and performance.  NetWaiter has also extended the Group Ordering feature to be available from mobile devices.  Previously, customers could only join a Group Order from their mobile device.  Now you can initiate a Group Order from any device/computer.

Stronger URL Branding – Previously, when a customer visited your NetWaiter online ordering site, the URL would be shown as www.netwaiter.com/Your_Restaurant. Now, your restaurant name is shown first, to better reflect your restaurant and brand: Your_Restaurant/netwaiter.com.  You do not need to make any changes to the links you have on your website – customers will automatically be redirected.

Making sure your restaurant attracts as many online customers as possible depends, in part, on understanding the “need states” of customers – the needs and key decision-making points of each customer segment.  This is the first of three articles looking at the various types of online customers and their specific needs.  Part 1 looks at Special Occasion Customers.  Part 2 will discuss Routine Customers, and Part 3 will address Impulse Customers.   

Special Occasion Customers.  These patrons want to celebrate a special event – i.e. a birthday or job promotion - with a special takeout meal they can enjoy at home or at some other special location.

• Reliable, dependable service.  Customers know they can depend on you to come through when it really counts.  Their online order is ready when they come in, and the food is always great.

• Attractive, leak-proof containers.  No one wants to mar the occasion by having to clean up a mess.  Also, make sure those containers allow for the best presentation of the meal.  Customers don’t want to open a container and be confronted with “takeout mush.”

• Special Offers.  You might be able to make an extra sale if you offer something special - like a pair of candles to complement their nice meal.  This customer can be easily upsold items because they are ordering for a “special” dinner.  The best way to capture that extra revenue is to cross-sell, like suggesting side orders with entrees.

• What type of special occasion?  You can ask the customer as part of the checkout process: Is this a special occasion? If so, what type?  Based on their answer, you may be able to provide them something special to recognize their celebration.

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.