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6 Crucial Benefits of Online Ordering for your Hospitality Venue

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#1: Online Ordering Increases Revenue

There’s a reason why guests love ordering online. Without feeling pressure to wrap up their order, customers are more inclined to explore all of their menu options, and they even end up spending up to 30% more than they would when ordering over the phone or in person.

These days, guests have more opportunity to linger over a menu for minutes or even hours while they plan and anticipate on their own time. With no line behind them, the pressure for your guests to make speedy orders is gone, and they’ll be more inclined to get that extra menu item.

#2: Hospitality Can Extend to the Guest’s Home

Restaurateurs might feel that online ordering takes away from the person-to-person interaction between their staff and guests, but there are ways to imbue your online orders with your restaurant’s particular brand of hospitality.

While customers won’t be speaking with employees over the phone, or visiting your restaurant in person, you can add personalised thank you messages and customise your receipts to make sure your brand shines through on all delivery or takeout orders. Especially now, these little touches show your guests that you appreciate their business, and that you’ll want to see them back in the dining room when things are a little more normal again.

#3: In-House Online Ordering Systems are Customisable

With your own online ordering platform, you can make instant, real-time changes to your menu and design. In other words, you’ll have greater control over your brand. When customers place their orders, they will be looking at the website you created rather than looking at a third-party app.

Throw in some photos of your food and anything else you think will make your brand more appealing, and easily adjust menu offerings and wait times for accurate expectations and prices. Another perk of in-house online ordering systems is the ability to remove an item from the menu. If you run out of a necessary ingredient, you can remove the item from the menu completely and avoid disappointing a customer after the fact.

#4: Online Ordering Systems Make Orders More Accurate

Misunderstandings can happen in any restaurant, whether an order is being taken over the phone or in person. Honest mistakes can lead to wasted food, and even more importantly, frustrated customers who might not come back.

One of the benefits of online ordering for restaurants is that the customer has greater control. When the customer has control, they feel greater clarity and understanding about their actions. Since everything’s in writing, there’s no real chance for mix-ups. For guests with allergies or dietary restrictions, this is especially important. Many online ordering systems have simple, clear checkboxes to indicate allergies, making it easy for kitchen staff to adjust ingredients based on the guest’s selection.

Not only does this result in a better experience for the customer, but a better operational result for the restaurant. With fewer mistakes, there are likely to be fewer comped items to make up for the misunderstanding. This saves your restaurant money and stress.

#5: With In-House Online Ordering Systems, You Keep the Profits

Unlike an online ordering aggregator app like UberEats or Deliveroo, hosting an online ordering system that’s integrated with your restaurant’s point of sale means you keep all the revenue from every transaction. No more losing large profit percentages to the middleman. Instead, paying a flat fee for this functionality allows you to plan for that expense entirely. The more you sell, the more profit you earn.

Impos point of sale launched Cinch online ordering last year at a time when hospitality venues were struggling massively due to the affects of COVID-19. Venues were forced to pivot quickly to takeaway menus and a lot were left scrambling for the best and most cost-effective way to secure an online ordering platform partner. Cinch’s objective was to launch quickly with a solution offering a strong point of difference that didn’t take a percentage of the venue’s takings.

#6: You Can Collect Crucial Customer Data

In a business where knowing what your customers want is an enormous advantage, in-house online ordering is a great way to get that insight. Unlike third-party online ordering vendors, in-house food ordering systems allow you to record customer information and order patterns for every transaction. Without this data, you can’t tell who your regular online customers are, what they’re ordering the most, and when they order from your restaurant. Collecting customer data allows you to create a more customized guest experience online, and to market to them more effectively.