While online ordering for restaurants ramped during the pandemic as a lifeline for many diners, it’s still in high demand and is becoming an industry standard. In November 2022, for example, 30.7% of all restaurant orders were received digitally, according to the Paytronix 2023 Online Ordering Report. That’s up from 9.2% in 2019—a huge increase. So if you’re not using an online ordering system for your restaurant, you’re missing out on this boom.
Before you dive into online ordering, however, note that not all restaurant online ordering platforms offer the same advantages and capabilities. There are exclusive benefits that you can get by using an all-in-one platform for online ordering instead of a standalone ordering system.
All-in-one platforms do more than simply allow guests to place a takeout or delivery order. They can power your brand loyalty program, deliver valuable customer insights that can help you make critical business decisions and increase order frequency, automate your marketing efforts, improve your guest experiences, and streamline your restaurant operations, among other functions. The integrated capabilities of all-in-one platforms can help you provide the seamless guest experience customers want and expect.
Let’s look at the benefits of all-in-one restaurant online ordering platforms so you can see the value for yourself.
One of the biggest advantages of all-in-one platforms is increased restaurant sales and customer engagement. With the robust customer data collected by all-in-one platforms, you can create personalized offers and targeted campaigns that will help you increase online order frequency and promote repeat business. Birthday discounts, loyalty point multipliers, and promotions to attract new guests or re-engage lapsed guests are some effective targeted incentive programs designed to drive specific actions and boost customer engagement.
Although it may sound complicated and time consuming, developing sophisticated, data-driven campaigns like this can actually be quite simple using an all-in-one restaurant online ordering platform. Here’s an example to illustrate how easy and effective targeted promotions can be.
When quick-service restaurant Lion’s Choice wanted to replace its standalone online ordering and POS-based loyalty program with an all-in-one system, they turned to Paytronix. Together, we streamlined their digital operations into an integrated digital guest engagement platform. Now, the brand can launch personalized campaigns, update its mobile app, and configure online ordering—all from a single platform. The results were a resounding success, with a 110% lift from online ordering, plus 50% of lapsed customers won back. (Read the case study for more details.)
Another way all-in-one platforms can help you take your business to the next level is by enhancing your brand loyalty program—or creating a new one. It’s undeniable that customers are looking to join loyalty programs, as evidenced by program membership rising by 19% between January 2021 and June 2023. Also consider that customers who do join these programs spend 5% more than non-loyalty members and there has been a 17.8% increase in loyalty spending per visit since January 2021. (Source: Paytronix Loyalty Report 2023.)
An all-in-one platform can help you increase order frequency and drive incremental revenue through loyalty program optimization in two ways: First, by simplifying rewards redemption during checkout and reducing friction to improve the guest experience. And also by leveraging data from your online orders to personalize the loyalty program, offer relevant rewards, and target specific customer segments to drive engagement.
While making more money and increasing order frequency is crucial to maintaining a healthy restaurant business, so is streamlining restaurant operations and keeping costs in check. Your expenses add up when you’re paying for a standalone restaurant online ordering platform, marketing service, brand loyalty program provider, and other separate services; an all-in-one platform consolidates those functions for cost savings.
An all-in-one platform can also help streamline restaurant operations by improving ordering efficiency. For example, features like order throttling can help you manage order volume during peak times. In addition, automatic menu syncing across different platforms can reduce errors and save time, while the centralized management of menus, settings, and third-party marketplaces simplifies operations.
Another compelling reason to use an all-in-one platform for online ordering: enhancing the guest experience. Convenience, ease, and efficiency are the keys to ensuring customer satisfaction—three things all-in-one platforms excel at providing.
First, online ordering allows customers to order at their own pace, reducing friction and wait times. Features like customization options and clear instructions on the online platform also improve ordering accuracy and customer satisfaction. Finally, optimized menus and targeted promotions personalized for individual guests can all positively impact the customer experience.
Let’s wrap up by touching on a few additional considerations when choosing and using restaurant online ordering platforms. First up, for a smooth transition choose a platform that will work seamlessly with your existing point of service (POS) system.
Another consideration is security and data privacy . Some restaurant customers may be cautious about online ordering due to concerns about the security of their personal data. It’s always a good idea to periodically review your privacy policy—what data you’re collecting, how you’re using it, how it’s protected, and how long it’s retained. To ensure customers’ confidence in your business’s security measures, make sure this information is communicated clearly to customers and that you always provide clear opt-out links.
Finally, provide ongoing customer support for a smooth online ordering experience. When you address customers’ complaints and issues in a timely, professional manner, you build trust in both the online ordering process and your brand.
I hope this will help you consider an all-in-one platform and understand its value for online ordering. Remember, this powerful tool can help you boost sales and customer engagement, enhance your brand loyalty program, streamline your restaurant operations, reduce costs, and enhance your guest experience—all helping your business stand out in the competitive restaurant industry.
Ready to experience the advantages of an all-in-one platform for yourself? Try a demo from a provider like Paytronix today!