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Online ordering has the clear benefit of adding revenue to offset losses from closed or reduced on-premise dining. Leveraging Online Guest Data To Turn Orderers into Regulars In this case, the more you can give your customers, the more likely they are to become loyal repeat customers. Diners expect great customer service in the digital sphere, looking for the easiest ways to order their favorite foods and even track their order status. To stand out, restaurants should shift their thinking to reimagine their online ordering as an extension of their entire dining experience, rather than a direct line to the kitchen. Today, patrons not only expect a restaurant to have an online presence but also prefer seamless online ordering experiences that allow them to order and pay ahead digitally on any device. In conjunction, online ordering interfaces have become more streamlined as technology companies improve their platforms, and guests grow more comfortable with online ordering as the new normal. However, over the past few months, a direct online ordering revolution has taken place, with 64 percent of delivery customers now saying they prefer to order directly from a restaurant versus a third party. Initially, restaurants met this increased demand for off-premise dining by engaging more with third-party apps to reach diners turning to these familiar platforms for their next meal. As restaurants dive headfirst into the new year, operators have the chance to make the most of this valuable growing channel to ensure the next few months are as profitable as possible.Īs 2020 progressed, mobile and online ordering demand reached historic highs, with pick up alone increasing by 286 percent. However, the mad dash to delivery last year did not give operators enough time to develop a strategy that gave them the best chance of success. Online ordering became a survival tactic as indoor dining rooms closed across the country, and restaurants were forced to embrace every channel for off-premise dining in order to stay afloat. In 2020, Americans ordered takeout from their favorite restaurants more than ever before-with many restaurants offering delivery and takeout for the first time.