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!