So you want to get more online orders for your restaurant. Me too!
Checks out. There are a ton of benefits to getting an order online versus an order in store … or worse, via third-party marketplaces. High commissions are the devil, (and I'm not talking about the fun one who gave us heavy metal, hot sauce and whiskey ...)
People who order online have higher check averages, experience less order and inaccuracy and, as a benefit to you, you get to collect your contact info so that you can market to them again.
Don’t get me started about the necessary evil of third-party marketplaces, they have an absolute stranglehold on your guest. They make it easy to order and order and order again. Plus they aren’t afraid to discount roulette with your competitors once somebody has ordered from you first.
Getting more direct online orders to your restaurant starts with making sure you of course have online ordering. But then making sure you’re online ordering link is everywhere it needs to be in order for a guest to choose ordering directly from your restaurant.
Some of this might sound obvious to you, but I can tell you on a daily basis I find restaurants from independents up to large multi unit brands, who don’t do all of these things.
Use this as a quick checklist today to make sure you optimize your online ordering needs to be.
1. GOOGLE BUSINESS PROFILE
I guarantee the number one source of traffic to your website is coming from Google and it’s a no-brainer but you gotta optimize your profile for capturing those orders. Not only do you need to use your direct online ordering link in the food ordering section of your Google business profile, but you need to set as preferred by business.
Here's a quick guide from Google on how to do it.
2. YELP
Yelp is a discovery platform for restaurants. People on yelp are there with the intention to make a purchase on where to get their next meal. Yelp is notorious for relationships with third-party marketplace and it’s because they don’t trust operators to be in constant management of their profile.
Log into biz.yelp.com to update your menu URL and show them who's boss and make sure you’re online ordering link is on the page.
3. YOUR WEBSITE
You would think it goes to that saying that you should have your direction on my accordingly website that means you should not have other online website do not have buttons from third-party marketplace on your website you’re basically telling people who are already ready to order from you to order from somewhere else, and just pay more for it so you make less.
But don’t just have a button, or a link, optimize it. Make sure that button is on every page of your website, in your header, is bold and obvious, and send people directly to being able to order
Example: Crazy Pita
4. SOCIAL MEDIA
Don’t make this mistake! If you simply put a link to your website in your bio on Instagram or Facebook, you are lengthening the path for somebody to place an order when you create content that says place an order via the link in your bio. Put a link that goes directly to your online ordering to shorten the path for a guest.
Specifically on Facebook, include a link to direct online ordering in your posts online ordering so people don’t even have to go to the link.
Specifically for Instagram, use something like the Milkshake app (I prefer this) or link in bio to give people a small menu of where to take the actions you call out in content.
Examples: Handcraft Burgers & Brew | 5 Napkin Burger
5. EMAIL
Want more online orders? Email your guests and be sure to have a big giant obvious button that says order now with a direct link to your online ordering. And don’t do it once, do it every 7 to 10 days.
Email is the greatest retention tool you have. Is the fastest, easiest, most scalable way to get your online ordering league in front of as many of your guests as possible.
You can send emails as frequently as you like unless you’re unsubscribe goes above 2% then you should dial back.
Examples: Handcraft Burgers & Brew, 30 Burgers & Pizza Buzz
Take 15 minutes and make sure you are doing all of these for every one of your locations!
-—Do you need help with any of this? Send an email rev@brandedstrategic.net
- Rev Ciancio
WHAT DOES REV DO?
*I help restaurants to build guest marketing programs.
*I help hospitality tech companies with lead generation and content marketing.