“If you can’t measure it, you can’t improve it.” Those were the words of the late Peter Drucker, one of the top management experts, an educator, and consultant with businesses across the world.  Knowledge is power!

So, what do you know about your takeout customers?  If a customer called to place their order – you probably don’t know anything about them.  If they ordered online, you know a lot.

An added value of online customers (above and beyond their larger orders) is the customer information you receive, and something you don’t get from phone orders.  You can see patterns, track results, and view a customer’s history/profile.

With this in mind, NetWaiter will soon be offering enhancements to the NetWaiter Management Console that allow restaurants to access more statistics about their online customers.  Owners and managers will be able to quickly break down and compare information regarding mobile vs. non-mobile orders, pickup vs. delivery, orders that are paid online vs. orders that are paid in-person, and group ordering.

Follow NetWaiter on Facebook, Twitter, and through our Blog for news on when these new features become available.

"Micro-relationship" is the bond you form with a tourist in your area visiting a local attraction. Tourism spending at restaurants in the U.S. is at an all-time high, according to the National Restaurant Association. Fifteen percent of sales at quick serves come from tourist wallets. Quick-service and fast-casual restaurants account for 34 percent of the total tourism and travel restaurant spending in 2012.

First and foremost, do what you need to do in order to show up on mobile search. Enroll in all the directories, boost your SEO budget, and keep the social media at a high level. These temporary visitors are using their smartphone to find a restaurant. You want to be at the top.

Visit the concierge staff at local hotels. Drop off a stack of flyers and menus and make sure they know you offer online ordering for either pickup or delivery

The advantage of these micro-relationships is that once someone finds your restaurant, they seek you out on their smartphone again and again during their stay as a matter of convenience. They are not familiar with the area, so they do what it easy. Not only that, but when they tell others of their destination vacation, they will often mention "that great restaurant down the street from the hotel that took online orders and delivered to our room."