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.

Online ordering is the best weapon for addressing change in the restaurant industry…

The Orlando Sentinel, citing several respected industry sources, reports that restaurants that have not spent a huge amount of energy trying to capture the lunch crowd are now refocusing their efforts.

Mid-day meals typically mean lower profit margins and diners that are in a hurry.  Competition for the business, however, has forced restaurants to refocus their efforts.  Some restaurants are at a disadvantage here, reports the article, “… when diners eat out at lunch, they often want something quick — a problem for some sit-down chains.”

A weakness for restaurants in the lunch business is the lack of a good online ordering system.  Ordering online is ideal for the mid-day customer who wants to spend a limited time away from their desk or, better yet, get it delivered.

To compete, it’s important to emphasize the convenience of online ordering to customers, either for pickup or delivery.  You can do this through conversations with customers, in-store signage, messages on receipts, and email campaigns through your NetWaiter Management Console.

“A recent industry survey revealed that the lunch crowd accounts for 34% of restaurant traffic,” said Jared Shimoff, Sr. Director at NetWaiter.  “If that’s part of your business, you certainly want to keep it and expand it.  Online ordering is a key tool for that opportunity.”