Online Ordering Systems Are Increasingly Important for Pizzeria Profits

If you don’t have an online ordering system, you are losing business to restaurants that do. 41% of consumers, including 55% of millennials, say the availability of online ordering makes them more likely to choose one restaurant over another.1

Food delivery in the U.S. alone between 2019 and 2023 will expand from around $17 billion to more than $24 billion.2 People ordering online tend to order more – spending 26% more per online order at quick service restaurants (QSRs) than when dining in, according to a recent Deloitte survey.3

Why do customers increase their spend when using their mobile phone, tablet or computer?

  • Pictures of food can really stimulate the appetite. When placing a voice telephone order, customers have no photos of other items to tempt them. Ordering online, and seeing how good other menu items look, prompts people to add more food to their orders.
  • A busy employee on the telephone can easily forget to offer specials, add-ons and sides. A good online ordering system incorporates upsells during the entire order process, giving customers a chance to easily add more items along the way.
  • The ability to customize an order is very appealing. Customers placing telephone orders simply can’t see all of the other options available to make their orders unique. Today’s consumers – especially millennials – are increasingly craving a made-to-order experience.
  • When ordering online, people discover toppings and menu items they didn’t know existed before, enticing them to order more. They also spend more time looking at the menu – again, encouraging larger orders.
  • A personalized experience can increase the amount of food on an order. In the Deloitte survey, 70% of respondents look for apps that personalize offers and make them feel like the restaurant “knows them.”

Click here to learn more about how online ordering can also help you attract new customers.

To explore more in-depth results of the Deloitte survey “The restaurant of the future: Creating the next-generation customer experience,” click here.

Technology Improves the Dining Experience
Sources:

1National Restaurant Association. State of the Restaurant Industry. 2019.

2Pizza Marketplace. July 2019.

3Deloitte.

Date: May 11, 2020

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