The year 2020 brought unprecedented challenges for the restaurant industry, with the COVID-19 pandemic drastically reducing dine-in revenue across the United States. As a result, many restaurants faced closures or had to consider alternative strategies, such as transitioning to online ordering systems. While online ordering platforms existed before the pandemic, they have now become indispensable tools for restaurants seeking to adapt to the new normal.
Two Approaches to Restaurant Ordering Systems
When restaurants decide to embrace online orders, they typically have two options:
Third-Party Platforms
One approach is to utilize third-party platforms for handling ordering and delivery logistics. These platforms act as intermediaries between customers and restaurants, facilitating the ordering process and coordinating delivery through affiliated couriers. While partnering with third-party platforms offers certain advantages, such as instant access to a large customer base and reduced administrative tasks for restaurant managers, it also comes with drawbacks like high fees and limited control over the customer experience.
In-House Systems
Alternatively, restaurants can opt to develop their own online ordering software and manage the entire ordering and delivery process internally. By establishing in-house systems, restaurants retain full control over customization, order processing, and data insights. While the setup process may require time and resources, the long-term benefits outweigh the initial investment.
Advantages of In-House Ordering Systems
1. Customizability
In-house systems offer restaurants the flexibility to customize menus, daily specials, and pricing in real-time. This agility allows restaurants to adapt quickly to changing consumer preferences and market trends, enhancing the overall customer experience.
2. Larger Check Sizes
Online ordering encourages customers to explore a wider range of menu options, resulting in larger order sizes compared to traditional ordering methods. With in-house systems, restaurants retain full control over pricing and avoid paying commissions to third-party platforms, maximizing profit margins.
3. Error-Free Order Processing
In-house systems minimize errors in order placement and processing, leading to improved accuracy and customer satisfaction. By centralizing order management and streamlining workflows, restaurants can ensure consistent service quality and minimize food waste.
4. Data Insights
Unlike third-party platforms that limit access to customer data, in-house systems enable restaurants to collect and analyze valuable information, such as order history and customer preferences. This data empowers restaurants to personalize marketing efforts, optimize menu offerings, and enhance the overall ordering experience.
5. Fast and Safe Delivery Experience
With in-house delivery operations, restaurants can maintain control over delivery speed and food safety standards. By employing dedicated couriers and adhering to strict hygiene protocols, restaurants can ensure timely and secure delivery, thereby building customer trust and loyalty.
Cost Considerations
While the initial setup costs of in-house ordering systems may seem daunting, the long-term savings and benefits far outweigh the investment. By calculating the total expenses associated with third-party services and comparing them to the potential savings of in-house operations, restaurants can make informed decisions that align with their business goals and objectives.
In conclusion, in-house online ordering systems offer restaurants the flexibility, control, and efficiency needed to thrive in today’s competitive market. By leveraging technology and embracing innovation, restaurants can enhance the customer experience, maximize profitability, and secure a sustainable future in the ever-evolving food industry.
