Mastering the Digital Main Course: A Restaurateur's Guide to Online Ordering, Delivery Apps, and More
Conversations with Restaurant Insiders
In this increasingly digital age, the restaurant industry is navigating a dynamic landscape of online orders, delivery apps, and social media engagement. More than ever, restaurants must adapt to meet the appetites of tech-savvy customers. It's not just about creating delectable dishes; it's about serving them up in a way that caters to the digital diner. Let's explore key strategies to help you thrive in this digital revolution.
1. The Rise of the Online Order
Online ordering systems have become a fundamental part of the restaurant industry. They offer convenience for the customer and increased efficiency for the restaurant. Incorporating online ordering into your operations can reduce order errors, increase ticket sizes through upselling prompts, and provide valuable data about your customers' preferences.
Choose an online ordering system that integrates seamlessly with your existing POS system. Consider features such as customizability, ease of use, and mobile optimization. Remember, a user-friendly interface can make or break the online ordering experience.
2. Delivery Apps: Friend or Foe?
Third-party delivery apps like Uber Eats, DoorDash, and GrubHub have made it easier than ever for customers to enjoy your food from the comfort of their homes. While these platforms can increase your restaurant's visibility and reach, they also come with hefty fees that can cut into your profits.
One solution is to offer in-house delivery, giving you more control over the customer experience and potentially saving on costs. If you choose to use third-party apps, negotiate the best rates possible and consider it part of your marketing budget, as these platforms can help attract new customers.
3. Harnessing the Power of Social Media
Social media is a potent tool for marketing and customer engagement. Platforms like Instagram, Facebook, and Twitter allow you to showcase your mouth-watering dishes, announce new menu items, promote special offers, and engage with your customers in a personal and timely manner.
The key to successful social media marketing is consistency and authenticity. Use high-quality photos and engaging captions. Respond to comments and messages in a timely manner. And remember, social media is a two-way street: engage with your followers, share user-generated content, and show appreciation for your customers' support.
4. User-Friendly Website: Your Digital Storefront
Your website is your digital storefront. It should be visually appealing, easy to navigate, and mobile-friendly. Essential information like your menu, operating hours, location, and contact details should be easy to find. An online reservation system can also enhance the customer experience.
Consider investing in professional photography for your website. High-quality images can make your dishes look irresistible and can significantly influence a potential customer's decision to dine at your restaurant.
5. Efficient Digital Customer Service
Good customer service is just as important online as it is in-person. Monitor your social media comments, direct messages, and online reviews regularly and respond promptly and professionally. Negative reviews can be an opportunity to demonstrate your commitment to customer satisfaction. Address the issue, apologize if necessary, and show a willingness to make things right.
The digital landscape offers a smorgasbord of opportunities for restaurant operators. By harnessing the power of online ordering, delivery apps, social media, a user-friendly website, and digital customer service, you can connect with customers in meaningful ways and boost your restaurant's success in this digital age.
Industry Leaders Share Insights on Technology
From Mom’s Kitchen To a Multi-Unit Brand
In this episode of Hospitality Hangout, hosts Michael Schatzberg "The Restaurant Guy" and Jimmy Frischling "The Finance Guy" interview Otto Othman, CEO and Co-founder of PINCHO, a premium Latin street food concept. He highlights the importance of technology in their operations and their partnership with Savory Fund brands. For more insights on PINCHO's Savory partnership, technology, and a Q&A session, tune in to this episode of Hospitality Hangout.
Hotel Dining Digital Transformation
In this episode of The Restaurant Report with host Paul Barron, the focus is on the evolving model of hospitality, driven by technology, consumer demands, and exploration by the next-generation consumer. CAMO, a tech-enabled hospitality startup, is at the forefront of this movement, democratizing hotel dining and transforming room service to enhance the culinary experience for travelers while generating profits for hotels. Paul Barron engages in a detailed discussion with Kevin Rohani, Founder & CEO of CAMO, as they delve into the challenges faced by hotels in revitalizing their restaurant experiences, meeting room service needs, and maximizing on-premises revenue.
