In a recent survey by the National Restaurant Association, more than half of the individuals who have not used online ordering say they prefer dealing directly with people.  The good news: you know their objection, and now you can address it.

Here are some tips to make the online ordering experience more personal:

•    Encourage employees to address customers by name when they pick up their order or during a delivery.  Their name is already included with their order information.  Try to connect with them as personably as possible - treat them like a customer, rather than an order number.

•    During a pickup or delivery, employees can also acknowledge special requests – “Your dressing is on the side, just like you requested.”

•    Periodically, at the beginning of the day, have a manger contact a customer that had a large takeout order the night before.  Inquire about their experience and how they enjoyed their food.  Whether by email or phone, you may learn some valuable information.  At the same time, customers will be pleasantly surprised that you contacted them to check on their experience.

What impresses customers is the unexpected.  All you need is a few delighted customers to post something nice online and to tell their friends.  It’s only a matter of time before the customers that prefer to deal directly with people realize it’s time to start ordering online.

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.