The COVID-19 pandemic shook the hospitality industry harder than most others. Restaurants had to shut down for weeks or months at a time. They had to learn to rely on people ordering in, and even that was not always enough. Many restaurants shut down over the course of the pandemic.
But the restaurants that survived did so by adapting and changing the way that restaurants are run. Today, it is crucial to have state of the art digital ordering platforms. You can create a website with a restaurant online ordering system in no time. Using a website builder, you can include a system for bookings and reservations as well, making your restaurant that much more accessible to the public.
Why is it so important to have your own online ordering system? In a world with Uber Eats, Postmates, and many more such apps, it may seem superfluous. However, there are some excellent reasons to take control of your own processes.
Here are some of the most significant.
Connect with customers
Restaurants should not be marketed only as places to get something to eat. Rather, they are a service in the hospitality industry. As a restaurant owner, you should be connecting with your customers. This way, they become regular patrons who are invested in the success of your restaurant. This kind of customer provides a foundation for you to build on.
You don’t build these relationships through an app like Uber Eats. With these apps, everything is channeled through the app. Even customer service comes from the third-party app. Customer service may not seem like something you want to deal with, but it is how relationships are created.
Consider your own experiences with customer service. You may start out upset, but if you get excellent service from people who empathise and are willing to go the extra mile to help you out, you end up feeling more connected to the place than you were before.
Now imagine a restaurant you order from gets your order wrong on a third-party app. You complain to customer service and the app immediately refunds you, as is often the policy. You are left with a positive experience with regards to the app, but you still remember the restaurant for having messed up your food. The restaurant does not get the chance to make things right, and you think about this the next time you want to order.
Customer service is essential in today’s world, and third-party apps take that away from you. Taking it back with a digital ordering system of yourself allows you to connect to customers in a more direct, authentic way.
Not everyone uses order-in apps
While it may seem like everyone uses apps like Uber Eats and Postmates, this is not true. In fact, for a lot of people, these apps are incredibly annoying! They send multiple push notifications during the day, and you can’t turn off notifications because you need them when ordering.
Some people therefore go straight to a restaurant’s website to order from them rather than downloading a third-party app. These people can become regulars if you provide a great service to them. They get food they love while having a more personalized experience. They don’t have to deal with irritating app notifications.
Build your online presence
Restaurants today need a strong online presence. This goes beyond the ability to order in. Rather, you need a website and social media accounts. You need to interact with customers online, as well as running targeted ad campaigns.
Having your own state of the art ordering platform on your website is a way of getting people to interact with your business online. Not only do they order from your restaurant, they also follow your Instagram and Facebook accounts. They essentially sign themselves up to receive marketing from you.
Their presence on your social media platforms leads to more engagement, as well as giving you reach to everyone else they follow and who follow them.
Control your offerings
Another benefit of having your own platform for ordering is that you get to control what you offer to customers. You get to set prices as you like, without worrying about commissions for a third-party company. You get to take control of orders. You get to ensure that every customer has an exceptional experience.
This does not mean you should eschew third-party apps. They are an essential way to make money that you should take advantage of. However, having a platform you control from the ground up gives you a more direct experience with repeat customers and those who are committed to your restaurant.
