In 2021, National Coney Island, a beloved all-American classics chain with 16 locations in Michigan, faced a familiar challenge: boosting online orders while contending with staffing shortages.
Their solution? A tech-savvy online ordering platform that prioritized both customer convenience and data-driven operational efficiency. The chain used the platform’s menu builder to generate and field-test a custom menu featuring its most popular items, coupled with a $5 off coupon. The results were impressive: a ROI 27 times the cost of the reward. (Check out the full case study for more tips.)
National Coney Island illustrates just a few of the crucial features you’ll want for your restaurant or convenience store. But with countless options and features available, how do you navigate the digital landscape and find the perfect fit for your restaurant or convenience store?
This guide will equip you with that essential knowledge, helping you identify the must-have features in an online ordering platform that will streamline operations, enhance customer experience, and ultimately drive growth.
Picture a customer placing an order online, which your point of sale (POS) system smoothly processes, ensuring that your kitchen operations align perfectly with the order received. This streamlined process is possible through integration with leading POS systems such as Toast, NCR Aloha, and Micros for restaurants, as well as NCR Counterpoint and Revel Systems for convenience stores. Such integration is crucial as it automates the synchronization of menus, orders, and customer data, saving you considerable time and effort while minimizing mistakes. Transitioning to this system means replacing manual data entry with a centralized, efficient information management system.
National Coney Island shows what a custom menu builder can do — especially when backed by robust customer data. And let’s face facts: Your online menu is your digital storefront, and it must be as enticing and user-friendly as possible. Look for a platform that allows you to easily add, edit, and update menu items, descriptions, and images. Take advantage of features like menu variant testing to optimize your offerings based on customer preferences, maximizing your revenue potential. A well-crafted menu doesn't just showcase your offerings; it guides customers towards their next delicious experience.
A user-friendly online ordering platform empowers both your staff and customers. For your team, features like guest surveys, recommendation engines, and integration with loyalty programs provide valuable insights to enhance customer experience and personalize offerings. You’ll also want a platform that lets you tailor promotions based on individual preferences, leading to happy customers and increased revenue.
This personalization can go beyond traditional methods. Consider Break Time, who used their online ordering platform to send automated, personalized messages to customers based on their behavior. For example, when a customer reached a new tier in their loyalty program, they received a congratulatory note highlighting their new benefits and how to access them.
And for your customers? They deserve a smooth, intuitive ordering experience. Look for online ordering platforms with clear interfaces, multiple payment options, and real-time order tracking. Remember, happy customers are repeat customers, so prioritize a seamless journey from click to plate (or convenience store grab).
In today's data-driven world, understanding your customers is key to success. Look for a platform that provides an actionable view of customer data, including online ordering funnel analysis, feedback channels, and comprehensive reporting tools. This wealth of information empowers you to personalize marketing campaigns, optimize your menu, and tailor your offerings to specific customer segments, fostering deeper connections and driving loyalty.
While the features mentioned above are crucial, consider these additional factors when making your decision:
Tip: Choose your platform vendor carefully
And don't underestimate the value of customer training and support. Look for a team that offers reliable assistance, whether it's guiding you through setup, customizing your system, or resolving technical issues promptly. Smooth implementation and ongoing support are crucial for a successful online ordering journey.
Remember, the "perfect" platform doesn't exist in a vacuum. Consider your specific needs, budget, and long-term goals. Research online reviews, consult with industry experts, and don't hesitate to explore case studies to gain valuable insights from other businesses.
By prioritizing features that seamlessly integrate with your existing systems, empower your staff, and provide a delightful customer experience, you can unlock the full potential of online ordering.
Paytronix offers expert support and consultation services to guide you through the process and ensure a successful implementation. Explore Paytronix's solutions and download free resources to learn more about crafting the perfect online ordering experience.