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.

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.