How to Choose the Best Online Ordering System for Your Restaurant (And Boost Sales)

In today's digital world, online ordering is no longer a luxury for restaurants – it's a necessity. Customers expect the convenience of ordering food online, and restaurants that don't offer this option are missing out on a huge revenue stream. But with so many online ordering systems available, how do you choose the right one for your restaurant?

This comprehensive guide, from the team at TiltStack, will walk you through everything you need to know to make an informed decision, from essential features to cost considerations, and the pros and cons of different types of systems.

Why Online Ordering is a Must-Have for Restaurants

The shift to online ordering has been dramatic, and it's only accelerating. Here's why it's so critical:

• Increased Revenue: Online orders often have a higher average ticket size than phone orders. Customers have more time to browse the menu and add items.
• Expanded Reach: You can reach customers beyond your immediate physical location.
• Improved Efficiency: Online ordering frees up your staff from taking phone orders, reducing errors and improving order accuracy.
• Enhanced Customer Convenience: Customers can order at their own pace, from anywhere, at any time.
• Valuable Data Collection: You can gather data on customer preferences, popular items, and ordering patterns to inform your menu and marketing efforts.
• Competitive Advantage: If your competitors offer online ordering and you don't, you're at a significant disadvantage.
• Contactless order and payment:

Key Features to Look for in an Online Ordering System

Not all online ordering systems are created equal. Here are the essential features to consider:

• 1. User-Friendly Interface (for Customers and Staff):
  • Easy Navigation: The system should be intuitive and easy to use, even for first-time customers.
  • Clear Menu Presentation: Your menu should be well-organized, with clear descriptions and high-quality photos.
  • Customization Options: Customers should be able to easily customize their orders (e.g., add extra toppings, choose sides, specify dietary restrictions).
  • Mobile-Friendly Ordering: The system must work flawlessly on smartphones and tablets.
  • Streamlined Checkout: The checkout process should be quick and easy, with minimal steps.
  • Order Tracking: Customers should be able to track the status of their orders.
• 2. Robust Order Management (for Your Restaurant):
  • Real-Time Order Notifications: You need to be notified instantly when a new order comes in.
  • Order Management Dashboard: A clear dashboard to manage orders, track preparation times, and mark orders as complete.
  • Customizable Order Fulfillment: Ability to manage different order types (pickup, delivery, dine-in).
  • Kitchen Display System (KDS) Integration (Optional, but Highly Recommended): Sends orders directly to your kitchen display system, improving efficiency and accuracy.
• 3. Secure Payment Processing:
  • PCI Compliance: The system must be PCI compliant to protect your customers' payment information.
  • Multiple Payment Options: Accept a variety of payment methods (credit cards, debit cards, mobile wallets).
• 4. Delivery Management (If Applicable):
  • Delivery Zone Management: Define your delivery area and set delivery fees.
  • Driver Tracking: Track your delivery drivers in real-time.
  • Integration with Delivery Services (Optional): Integrate with third-party delivery services (e.g., DoorDash, Uber Eats) if desired.
• 5. Marketing and Loyalty Features:
  • Promotions and Discounts: Ability to create and manage promotions and discounts.
  • Loyalty Programs: Reward repeat customers with loyalty points or discounts.
  • Email Marketing Integration: Collect customer email addresses for marketing purposes (with opt-in, of course).
• 6. Reporting and Analytics:
  • Sales Reports: Track your sales data to identify trends and make informed decisions.
  • Customer Data: Gather insights into your customer demographics and ordering habits.
  • Performance Metrics: Track key metrics like average order value, order frequency, and customer lifetime value.
• 7. POS Integration:
  • Seamlessly integrate with your existing Point of Sale (POS) system to streamline operations and avoid manual data entry.

Types of Online Ordering Systems: Third-Party vs. Custom

You have two main options when it comes to choosing an online ordering system:

1. Third-Party Platforms (e.g., Grubhub, Uber Eats, DoorDash):

• Pros:
  • Easy Setup: Relatively quick and easy to get started.
  • Large Existing Customer Base: Access to a large pool of potential customers.
  • Marketing and Promotion: These platforms often handle marketing and promotion for you.
• Cons:
  • High Commission Fees: These platforms typically charge high commission fees (often 15-30% or more) on every order. This can significantly impact your profit margins.
  • Limited Control: You have limited control over the branding and user experience.
  • Customer Data Ownership: You often don't own the customer data.
  • Competition: You're competing with many other restaurants on the same platform.

2. Custom-Built Online Ordering Systems:

• Pros:
  • Full Control: You have complete control over the design, functionality, and branding of your system.
  • No Commission Fees: You keep 100% of your online revenue (minus standard payment processing fees).
  • Direct Customer Relationships: You own the customer data and can build direct relationships with your customers.
  • Customization: You can tailor the system to your exact needs and integrate it with your existing systems (POS, loyalty program, etc.).
  • Scalability: A custom system can be easily scaled to meet your growing needs.
• Cons:
  • Higher Upfront Costs: Building a custom system requires a larger upfront investment.
  • Longer Development Time: It takes longer to develop a custom system than to sign up for a third-party platform.
  • Maintainence: You will be responsible for maintaining it.

3. Hybrid approach: * Use both third party and custom solutions.

Which Option is Right for You?

The best choice depends on your specific needs, budget, and long-term goals.

• Third-party platforms are a good option for restaurants that are just starting out with online ordering and want a quick and easy solution.
• Custom-built systems are a better option for restaurants that want more control, flexibility, and long-term cost savings.

Cost Considerations

The cost of an online ordering system can vary widely depending on the type of system you choose, the features you need, and the developer you work with.

• Third-party platforms: Typically charge a commission fee per order, plus potential monthly fees.
• Custom-built systems: Have a higher upfront development cost, but no ongoing commission fees.

Don't forget to factor in:

• Payment processing fees: These fees apply to all online orders, regardless of the type of system you use.
• Marketing costs: You'll need to promote your online ordering system to your customers.
• Maintenance costs: Factor in the cost of ongoing maintenance and support.

How TiltStack Can Help

At TiltStack, we specialize in building custom online ordering systems for restaurants. We understand the unique challenges and opportunities of the restaurant industry, and we're passionate about helping restaurants succeed online.

We can help you:

• Design a beautiful, user-friendly online ordering system that reflects your brand.
• Develop a system that's tailored to your exact needs and integrates seamlessly with your existing operations.
• Implement all the essential features, including secure payment processing, delivery management, and marketing tools.
• Optimize your system for search engines (SEO) to attract new customers.
• Provide ongoing support and maintenance.

Conclusion

Choosing the right online ordering system is a crucial decision for any restaurant. By carefully considering your needs, researching your options, and weighing the pros and cons of different types of systems, you can make an informed choice that boosts your sales, improves your efficiency, and enhances your customer experience.

Ready to take your restaurant's online ordering to the next level? Contact us today for a free consultation. We'd love to discuss your project and help you create a custom solution that's perfect for you!