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The care and feeding of your QSR's online ordering business

Now that the pandemic has ushered in a new era of consumer dependency on online ordering, it begs the question: Are you doing everything you can to both drive customers to your online ordering channels, then help them have a great experience once they're there?

The care and feeding of your QSR's online ordering businessPhoto: iStock.


| by Seshu Madabushi — Founder & CEO, mKonnekt

In a crowded restaurant space, just adopting an online ordering platform for your restaurant will not cut the mark. You have to work constantly to increase your restaurant's online orders by making the platform more visible and making the online ordering experience smoother for your customers. Here are some ideas and baseline suggestions, separated by general topic area.

Native online ordering platform

A native online ordering platform that aligns with your brand and allows you to collect crucial customer data to personalize your marketing messages is the very first step you need to take as a restaurant brand. Aside from vivid food photography and menu item descriptions, at the absolute minimum, your online ordering solution must include:

  • Mobile optimization with functionality across browsers.
  • POS integrations that boost staff productivity, while reducing costly customer mistakes.
  • Marketing support including cart abandonment notifications, menu suggestions and customer feedback.

Website

Ensure your menu is consistent across all platforms including your website and social media handles. Integration with your POS would ensure that once an item is added/edited with in your POS, it would also be automatically reflected on the online ordering platform. Some further suggestions include:

  • Make sure your website user experience is seamless across multiple devices, with an emphasis on mobile optimization.
  • Feature the "Order Online" button prominently on the header of each page.
  • Make your menu easily accessible from your website homepage, including topnotch photography of menu items, with descriptions and prices.
  • Include "Add to cart" options on the menu page to facilitate order placement.
  • Include website pop-ups that tell customers about offers and lead them to your online ordering platforms.

Finally, strongly consider setting up Google Retargeting Pixel on your website. With this in place, customers who, for instance, view your menu, but exit without placing an order will receive targeted ads promoting your menu as he or she travels the web, nudging this potential customer to make a purchase.

In-store messaging

Here are some suggestions to push online ordering with in-store customers:

  • Use well-placed window displays and posters to publicize your online ordering link.
  • Use table tents and menu inserts to inform on-site customers about online ordering options..
  • Prominently print your online ordering link on takeout packages and receipts.
  • Train staff to educate and promote customers about online ordering channels.
  • Deploy deals or other types of offers that push online ordering.

Online promotions

In the digital age, where every other brand is vying for customers' attention, you need a broader strategy to stay top-of-mind with customers. One way to do this is by ensuring your messaging is consistent across multiple platforms. For instance:

  • Facebook: Add "Order Food' CTA button to ensure customers are connected directly to your online ordering platform.
  • Instagram: This platform recently added the "Action Button" feature to allow restaurateurs to add the "Order Now" button to their profiles. However, only restaurants which have partnered with select third-party services can access this. Another worthwhile option is the addition of the "Food Order" stickers to Instagram stories, which lead people directly to your third-party delivery partner. In the U.S., available partners for this feature include Allset,Caviar, ChowNow, Delivery.com, DoorDash, Grubhub, LoyLap, Postmates, Ritual, Seamless, Slice, SpeedETab, Toast and Uber Eats. In Canada, available partners include Caviar, ChowNow, DoorDash, Ritual, SkipTheDishes and Uber Eats.

You can also still use the link-in-bio feature to provide the link to your online ordering platform. Similarly, your restaurant's online ordering link should be on your GMB and Twitter profiles to allow guests to order food.

Email marketing

Email marketing offers endless opportunities to promote online ordering by sending out customized offers to your customers. Depending on the nature of your restaurant and the kind of offer you have in mind, you can segregate customers who you feel would be interested in the particular offer you are sending out. But remember to continually analyze and optimize your campaigns to get the most conversions.

Loyalty Programs

Loyalty programs are ideal to promote your online ordering platform because they allow you to combine loyalty programs and online ordering offers.

Local fundraisers

Reach out to local organizations to check the possibility of organizing online fundraisers. For instance, FoodKonnekt's online ordering solution allows restaurateurs to create a fundraiser code and share it with participating organizations. Customers who want to support participating organizations can use those codes when ordering online to contribute to their causes.

Customer analytics

Collect and analyze data to create an integrated strategy for future campaigns with a multi-channel focus. By studying consumer behavior, such as what individuals usually order, as well as their visit frequency and response to special offers and discounts, operators get a complete picture of exactly who their audience is, so operators can develop a more personalized approach to marketing. These insights not only help you to serve your customer better and increase online orders, but also build long-term brand loyalty.

And of course, underscore all the above by infusing this "online ordering" mantra into your marketing strategy. Taken collectively, all these actions will give you an
edge against your competitors. But remember, it's not one and done but you must constantly evaluate and modify these actions to keep your competitive edge.


Seshu Madabushi

A serial entrepreneur with a focus on restaurant marketing, working on the latest venture mKonnekt. mKonnekt is a platform that mines customer data to create personalized and unique dining experiences.

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