Does the technology you use help minimize the number of steps required for a customer to place an order? Off-premise dining is here to stay and major chains are focusing on perfecting the off-premise experience right now. That involves integrating new digital tools to make ordering easier and faster. Panera, for one, has a new integration with Google’s Search, Maps and Assistant apps that allows people to order food for pickup and delivery directly from Google. Other large chains are likely to follow – and while the investment may not be as feasible for smaller brands, it’s still important for the tech you use to bring efficiency to the process of ordering and connecting people with your food – whether that involves minimizing the searching, scrolling and number of clicks required for people to place an order online, or streamlining your pickup and delivery processes.
Is there an area where your restaurant can give a little bit in order to demonstrate customer benefits in the long run? According to this Bloomberg report for the Washington Post, Chipotle had offered free delivery for much of the second quarter to entice customers. Now it is beginning to charge for that service, but the company has found that customers who used Chipotle’s app for free delivery are now going on to use the app to place orders for pickup – especially when they are reminded that they can do this for free and for a typically shorter wait time. Chipotle is gaining new converts to pickup – as well as more customer data – all for charging more for delivery and communicating well through its app.
When Boston-area Kowloon Restaurant had to adapt its 1,200-seat restaurant to new operating requirements for COVID-19, it got creative – with technology and with the experience it decided to offer guests. It adopted a new online payment system that allows people to start a drinks tab, view menus, order food, pay, tip and even ask the restaurant to wrap leftovers. It also converted its large parking lot into a drive-in movie theater, which gives guests an old-school, carhop-style experience while minimizing contact with staff. How can tech help you change the experience you’re able to offer guests right now?
By 2021, almost 50 million people will be using food delivery apps. It’s a good time to understand how people are using your mobile app if you have one. Placing an order may be only one part of it. According to The Rail, while 32 percent of restaurant mobile app users are using them to order food, even more – 42 percent – are looking for information on coupons or other deals. Close behind are those looking up your restaurant’s menu (38 percent) or searching for local food options (37 percent). These figures may change how you go about attracting people to your app – or in how you prioritize updating the information on it. Consider push notifications when you’re running promotions to encourage customers to begin earning rewards. Understand – and continue to ask customers to confirm – which rewards appeal most to them. As for your menu and local profile, make sure your information and menu are up to date on Yelp, TripAdvisor and Google My Business.
If your restaurant hadn’t been adopting technology to help manage business prior to the pandemic, it is surely heading in that direction now. As you prepare your business for the future, how can you best use technology to empower your restaurant – and not overwhelm or sidetrack it? Senior technology leaders who comprise the Forbes Technology Council recently weighed in on the tech functions that are ripe for an upgrade right now. When it comes to restaurants, expect improvements to logistics automation in an effort to protect the supply chain, cybersecurity and digital privacy protections as more data moves online, and tech offerings that enable a contact-free restaurant experience. As you look at your operation, which of these areas do you anticipate needing a boost from technology in the months ahead? The vast array of options coming to market will create opportunity for restaurant operators needing solutions.
In case it wasn’t already clear pre-pandemic, off-premise dining isn’t going anywhere. Since third-party ordering poses ample challenges for operators it’s important to entice customers to order directly from you. Have you thought about how to encourage them to do that in the coming months? You might try incentives like filling every takeout order with a coupon good for a discount off their first direct online order from you, or offering some extra value for signing up for your in-house app (if you want to build your own ordering app, here is one option that may help https://bit.ly/36maBNz). Beyond that, make it as easy as possible for customers to order from you directly. Ensure your business information is accurate and up-to-date – particularly with adjusted hours – on Google. Your ordering button and menu links should be visible as soon as someone loads your webpage. Toast also suggests you find ways to simply make it more interesting to come to you directly – from including a personal thank-you note or small Instagrammable memento in each takeout bag, to selling special merchandise, to offering rotating promotions like Taco Tuesday to-go packages or EBTV (Everything But the Vodka) take-home Bloody Mary kits.
If you’re looking for technology help as you reopen, there are deals to be had on everything from third-party delivery to tech platforms as companies look to stand out in the market and rebuild business themselves. One case in point is OpenTable. Even if you haven’t taken reservations before, you may be considering taking them while social distancing requirements call for fewer guests in your restaurant at one time and for more vigilant management of traffic at your building’s entrance. OpenTable just announced its Open Door program, a three-tiered, subscription-based reservations program that provides services at a discount for the remainder of 2020. The program allows operators to access the OpenTable system without subscription fees through the end of the year. Further, there are no cover fees through September 20 and up to 50 percent discounts on cover fees for the fourth quarter of the year. Learn more at https://restaurant.opentable.com/opendoorprogram-2/
As technology has become a bigger part of people’s lives – and a growing part of the restaurant industry in recent years – there has been much discussion and warning about its potential to replace humans or to stifle human connection. But for so many people right now, technology is precisely what is making it possible for people to remain connected to family, friends and colleagues despite the physical isolation we have had to adopt. People are gathering for virtual happy hours and dinner parties – occasions that we may not have considered before. As we emerge from the pandemic, are you looking at your technology any differently? Will this change how we develop technology for restaurants and consumers alike? How will you want to use it to help protect you in the future – and to better connect you with the people you serve?
Mobile loyalty apps will have a significant impact on the industry this year. That was the sentiment of 31 percent of respondents to a recent TD Bank survey of 254 owners, operators and executives of independent and franchised multi-unit restaurants. A separate survey from TrendSource found that diners are more interested in using a restaurant’s app for delivery and pick-up than a third-party app. Part of what makes restaurant-branded mobile apps an easy win for restaurants is that whether you operate a food truck, pop-up restaurant or fine-dining restaurant, there is mobile app functionality that can ease ordering and payment, deliver customized promotions and build loyalty – and at accessible price points.
If you’re looking to steer your restaurant away from third-party delivery this year – whether due to the expense, customer data ownership, development of your in-house technology or some combination of the above, you will need to find a way to bring customers to you online while third-party delivery companies try to compete for their business. Noah Glass, founder and CEO of the mobile and online food ordering platform Olo, said restaurants need to take steps to protect their territory amid the rise of delivery companies and ghost kitchens. He told Forbes that one of the simplest steps restaurant operators can take to protect themselves and ensure customers find them via the restaurant’s app and website is to use a non-compete agreement that prevents third-party vendors from bidding on certain brand-related keywords used in online searches. Such agreements can prevent vendors from redirecting online traffic that would otherwise go to your restaurant.