Digital ordering capabilities have become a critical element of restaurant operators’ toolkits, but with many platforms offering different benefits, it's important for operators to choose the one that will best fit their restaurants' needs.
An interface that is complicated for consumers to use could drive customers away and result in missed sales opportunities. A digital ordering solution that provides a seamless customer experience, on the other hand, will create loyalty by virtue of its ease of use and will optimize consumer spending.
At the same time, a digital ordering platform also should meet the restaurant’s own needs for an intuitive internal interface, functionality, agility to adapt to evolving demands and compatibility with existing systems.
The right platform will drive increased sales and provide a flexible, scalable solution that operators can leverage as they grow.
Some of the key features to look for in a digital ordering system include:
• Branding and customization: Operators should consider a system that allows their restaurant to use its own brand and creates an experience that is customized to their concept rather than a one-size-fits-all solution. When Uno Pizzeria & Grill implemented the Menuu enterprise digital ordering and marketing platform early last year, for example, Menuu created a custom online ordering experience for the chain’s website and a branded mobile app—giving the chain a mobile-first platform and allowing targeted messaging to customers.
• Intuitive customer experience: One of the reasons Uno was able to realize a 19% increase in sales within three months of switching to Menuu was that it offered a frictionless ordering experience for customers. The end result was a 150% improvement in digital sales growth year over year and a 15% higher average ticket, compared with in-store orders.
• Flexibility: In today’s environment, operators can’t afford to have a rigid system that locks them into specific functionalities; restaurants need to be able to adapt quickly to emerging opportunities. At Uno, the Menuu platform allowed the brand to be agile and operationalize new features such as curbside pickup in a matter of days.
• Functionality: Operators should be wary of getting stuck with a system that doesn’t do everything they need it to do. At Uno, Menuu’s enterprise tools, such as real-time analytics and marketing functionality, scheduled orders, customizable order flow, direct POS integration and dedicated customer support have been “a huge convenience factor” for the UNO team using the new system, the pizza chain said in a case study from Menuu. In addition, the Menuu digital platform allows Uno’s in-store teams to offer better hospitality to guests by processing digital orders faster and more efficiently.
• Integrations: Be wary of solutions that do not enable integrations with legacy systems. Menuu allows seamless integration with existing websites or apps with no downtime. Uno was able to integrate the Menuu platform with its own loyalty program and its third-party ordering services, for example. In addition, order accuracy and operational efficiencies are helping grow direct delivery, with full integration into the POS that allows Uno to benefit from correct pricing and menu updates.
For more information about how the world’s most flexible digital ordering and marketing technology platform can help restaurant operators grow their businesses, visit menuu.com
This post is sponsored by Menuu Software