News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Electronic Ordering: Could your restaurant cope?
Online and mobile ordering is becoming so popular that some restaurants offering this channel are finding their kitchens overloaded and are setting up a dedicated line to deal with the influx of orders.
Almost half of U.S. consumers have ordered food via online or mobile, according to a new report released by Cornell University School of Hospitality Administration. This is due to an increasing adoption of electronic ordering via text, mobile and online, by restaurants across the U.S.
The advantages of allowing consumers to order via online or mobile are many, including a lift in sales by up-selling, improving the customer experience, and storing consumer data to enable easy, one-click orders for repeat business.
Fast-food outlets, both chains and independents, have been quick to adopt electronic ordering, mostly via online channels. The results speak for themselves - 10% of business now comes from online orders. Almost 30% of restaurants say electronic ordering has increased the volume of their orders and 27% say they've improved their service as a result.
However, restaurants that are considering allowing online and mobile ordering need to be prepared. Some restaurants are struggling with the increase in business brought about by providing online ordering. Almost a quarter (23%) of kitchens reported being overloaded with orders, particularly during peak hours.
The solution is to create separate fulfilment lines for consumers that have pre-ordered online or via mobile. Cornell's research found that 6% have already put this into action. Mexican-grill restaurant Chipotle employs a second, back-of-house food line dedicated exclusively to fulfilling online orders.
The use of mobile apps is growing, with 16% of restaurants having one. However, of those, just 35.2% of those restaurants provide an app with order-placing capabilities.
Cornell's report, "Online, Mobile, and Text Food Ordering in the U.S. Restaurant Industry", concludes that "electronic ordering offers great potential for the restaurant industry - and almost certainly will become a feature that most customers expect to have available to them. Setting aside customer expectations, the advantages of electronic ordering (improved order accuracy, improved productivity, and enhanced customer relationship management abilities) will probably offset the costs and operational challenges for most restaurant types".
- Consumers, like many marketers, don't know what native advertising is
- Travel: Paid search spend continues downward trend
- Why developers need to test apps
- Unruly: SocNetters buzz about getting buzzed
- Survey: Friends, not search, pushing mobile video
- Release leaves power of the brand with the brand
- Pinterest improves product engagement with Rich Pins
- ONS data reveals the U.K.'s 7.1 million disconnected
Featured White Papers
- The Promise of Marketing Operations Management
How can marketers keep pace with the ever-expanding volume of campaigns, customized offers, contact channels and product claims? More than...
- 54 Examples of Brilliant Homepage Design
For any given company, the homepage is its virtual front door - and face to the world. If a new...
- Learn How to Increase Traffic, Leads and Sales By Reaching More Than 11 million people on Pinterest
Pinterest isn't just another social media network. What appears to be the fastest-growing social media site ever has become a...
- Improving ROI with Marketing Optimization
The requirement to juggle multiple constraints and considerations is an inescapable part of the marketing equation. Marketing executives need a...
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for...
- Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an...