The Online Ordering Revolution
Consumer behavior has permanently shifted. Over 60% of restaurant orders now originate digitally, and customers who order online spend 20-30% more per transaction than phone or walk-in customers. If your restaurant doesn't offer convenient online ordering, you're losing revenue to competitors who do.
First-Party vs. Third-Party Ordering
Understanding the difference is crucial for your bottom line. Third-party platforms like DoorDash and Uber Eats provide exposure but charge 15-30% commission per order. First-party ordering through your own website or app keeps 100% of the margin. The best strategy combines both—use third-party for discovery and first-party for repeat customers.
Essential Features for Your Online Ordering System
Your system must include certain capabilities to succeed. Menu management should allow real-time updates for pricing, availability, and specials. Payment processing must support cards, digital wallets, and stored payment methods. Order scheduling lets customers place future orders for pickup or delivery. Modifier handling ensures customization options match your in-store capabilities.
Optimizing Your Digital Menu
Your online menu isn't just a list—it's a sales tool. Use high-quality photos for every item; listings with images convert 30% better. Write descriptions that sell, highlighting ingredients and preparation methods. Organize categories logically and limit choices to prevent decision fatigue. Feature high-margin items prominently.
Reducing Order Abandonment
Cart abandonment rates for restaurant orders average 70%. Minimize form fields—only ask for essential information. Offer guest checkout alongside account creation. Display delivery fees and estimated times upfront. Save customer preferences for faster repeat ordering. Send abandoned cart reminders via email or push notification.
Integrating With Your POS System
Seamless POS integration eliminates manual order entry and errors. Orders should flow directly into your kitchen display system. Inventory should update automatically when items are ordered. Sales reporting should consolidate all channels. Staff should manage everything from one interface.
Pickup and Delivery Options
Offer flexibility to capture all customer preferences. Curbside pickup appeals to convenience-seekers. In-store pickup works for quick-service concepts. Delivery can use your own drivers, third-party services, or hybrid models. Each option requires clear communication about timing and procedures.
Marketing Your Online Ordering
Build awareness and drive adoption actively. Add prominent ordering buttons to your website and social profiles. Train staff to mention online ordering benefits during every transaction. Offer first-order discounts to incentivize trial. Send email campaigns highlighting convenience and exclusive online deals.
Managing Peak Period Volume
Online orders can overwhelm unprepared kitchens. Implement order throttling to limit orders during rush periods. Set accurate prep times that account for current kitchen load. Use order scheduling to spread demand throughout the day. Staff appropriately for known high-volume periods.
Analyzing Online Ordering Performance
Track metrics that drive improvement. Monitor order volume by channel and time period. Calculate average order value compared to other channels. Track popular items and modifications. Measure customer acquisition cost and lifetime value for online customers.
Common Implementation Mistakes
Avoid these pitfalls when launching online ordering. Don't launch without thorough staff training. Don't set unrealistic prep time expectations. Don't ignore mobile optimization—most orders come from phones. Don't forget to update your online menu when items change. Don't underestimate the operational impact on your kitchen.
Written by Amanda Foster
Contributing writer at DIVPOS, covering restaurant technology, POS systems, and business efficiency tips.
