Convert a Busy Signal to Advertising

Posted by Tim on March 20, 2012

PhoneIn a recent conversation with the manager of a specialty hamburger restaurant in Seattle, we heard a new and interesting idea.

The restaurant manager told us they use the restaurant's answering machine to help spread the news about their online ordering system.  Takeout customers at this restaurant typically include employees from nearby offices, such as Adobe, Google, Getty Images, and many smaller software companies.

"At lunch, especially during the weekdays, we are inundated," he says.  "It's quite common for a caller to be put on hold or get sent to the message machine.  But while the customer is waiting, they listen to a description of how easy it is to access us on the internet, place their order, and pay for it.  We often get six and seven people coming in from a nearby company and they have all ordered and paid for their lunch online.  They walk in, pick-up their bags, and they're gone."

There are a number of restaurants that advertise their online ordering capabilities through in-store signage, messages on receipts, Facebook, Twitter, email, and others.  Capturing the attention of a would-be takeout customer while on hold is perfect.  We've also heard of some restaurants getting even more innovative, putting their NetWaiter QR code on employee T-shirts, or printing their URL or QR code on their tablecloths for dine-in customers to easily view.

Do you have a unique way of promoting your online ordering site?  Email us and let us know.  We'd love to hear about it! 

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Snacking and Online Ordering

Snacking and Online Ordering

Posted by Tim on June 11, 2014
It’s not uncommon for some restaurants to get a surge of takeout orders in the afternoon.  While some may be late lunch or early dinner orders, they aren’t always full meals.  A lot of the time it’s a snack-type order.  A recent report reveals that about 50% of eating occasions are snack related.  Experts attribute this largely to busy lifestyles, but there are other contributing factors: 

  • 73% of snacking is physically driven – combatting hunger (44%), nutritional support (15%) and the need for a sudden burst of energy (12%), which explains the late afternoon aspect. 
  • 36% is emotionally driven – 23% of the people in this category use snacking as a time-marker in their day. There is also boredom alleviation (13%) and those who use snacking as a way to reward themselves (6%).
  • 28% of snacking is socially and culturally driven, including people who are bonding around food. 
  • Then there is something called ‘aimless snacking’ (27%), which is attributed to the constant availability of food and beverages. 

The numbers add to more than 100% because there is a good deal of overlap in consumer motivations for a snack. 

What does this mean for restaurant online ordering?  1) Make sure your appetizer and snack selections are listed on your online ordering menu, and 2) consider adding items that are both ideal for an afternoon snack and are a sure bet for takeout popularity. 

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