Will I Order from Your Restaurant?

Posted by Tim on April 24, 2014
We all know that convenience is the biggest factor of why people choose to order online.  But, what are the reasons customers choose to order from one restaurant over another? According to a recent study, these are six important factors customers use to make their decision (figures based on the % of people that agree with the statement):

Food tastes just as good as when dining in – 68%.  Customers want to replicate the in-restaurant dining experience as much as possible.  Remember that presentation is also important.  Use containers that keep your food as intact as possible. 

Orders are accurate – 67%.  This reinforces the fact that you need to check each order before it leaves your restaurant. The customer has little recourse once they get home, other than to grumble on social media and Yelp! about how you messed up their order. 

Convenient Location – 56%.  You might not be able to change your restaurant’s address, but you can make sure the takeout counter is easily accessible, rather than have customers wade through the waiting area and be held up by dine-in patrons. 

Food is prepared quickly – 48%.  Make sure your projection times for pickup and delivery are accurate. One of the reasons folks order and pay online is so they can walk in and walk out – without waiting for the order to be completed. 

Food remains the optimum temperature – 43%.  Use takeout packaging from materials that keep cold things cold and warm things warm, duh.

Portion sizes are the same as when dining in – 42%.  Presentation is everything.  It may be the same, but if it doesn’t look the same, people will remember.  Choose your container sizes carefully.

Improving Curbside Takeout

Posted by Tim on April 24, 2014
Ask a takeout customer why they prefer ordering online vs. calling on the phone and you’ll almost assuredly be told it’s all about the convenience.  The same is said about ‘Curbside Takeout’ – aka the ability to order and have it brought to your car upon arrival. With that in mind, here are a few tips to make sure your Curbside Takeout program is as effective as possible.

Dedicated Parking – If possible, identify parking spots specifically for takeout customers to use upon arrival.  This helps provide convenience for customers and staff when delivering orders to cars.  Video surveillance and asking for the type of vehicle a customer is driving can further provide convenience.  In addition, those marked spots inherently promote your convenient takeout operation to other customers.

Dedicated Personnel for Takeout - It’s a fact: Once you institute online ordering, your takeout business will grow.  At some point, consider a dedicated person for processing takeout orders.  Don’t worry; you may not need to hire a new 
employee.  Instead, start by identifying a ‘point person’ on your staff to handle all ‘outbound orders’.  

Having a specific person manage curbside orders will help guarantee they are handled fast and accurately.  Some restaurants even have a separate production line in the kitchen for takeout orders during peak periods, which helps to 
further maintain quality.

Make Sure All Items are Takeout-able - Restaurant customers want the taste and look of takeout to match the in-restaurant experience.  If you have menu items that can easily lose their “look” or flavor when offered for takeout or delivery, consider not offering it in that format.

Eco-Friendly Packaging - Customers are more conscious of the environment, even in the restaurants they always patronize. Source packaging that is eco-friendly, biodegradable, and/or made from recycled ingredients. 

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Do You Know Influentials?

Do You Know Influentials?

Posted by Tim on February 28, 2013

The Influentials

There is a book called The Influentials, based on the premise that “one American in ten tells the other nine how to vote, where to eat, and what to buy.”

You know Influentials.  You have friends that are Influentials.  You have business associates that are Influentials.  You could even be an Influential.  Here are some common traits of an Influential:
•    They have a high profile in the community - local government leaders, those active in service clubs, high-profile businesspeople, etc.
•    They have lots of friends (Facebook and real friends).  They are always greeting someone, or someone is always greeting them.
•    They are everywhere - the Supermarket, PTA meetings, Little League games.  They just seem to be around.
•    People respect their opinions, often on a wide variety of issues.

Take special care of Influentials, because they can/will spread the word about your restaurant.  Here are some easy tips:
•    Always make a point to speak with them, even if it’s just to say hello.
•    Try giving them a complimentary sample of a new dish so they can talk it up.
•    Make sure your wait staff knows who these people are (and gets their order correct).

And, of course, talk up your online ordering capabilities.  A few minutes/comments can go a long way towards your bottom line.

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