Marketing
3 tips for restaurant operators to maximize online ordering sales on game days
March 9, 2023 by Mo Chaar
In the restaurant industry, major sporting events like March Madness and the World Series present great opportunities for restaurants to boost their revenue, so long as they're prepared for it. With online ordering integrated into a majority of customer's dining habits, and with restaurant operators preparing for an influx of customers on game days, here are a few insights to keep in mind to keep customers happy, maximize efficiencies and ultimately, increase profits.
1. Integrate online ordering with POS
The U.S. food delivery industry has tripled in revenue in the past five years and shows no signs of slowing down. In fact, according to the National Restaurant Association, the industry is predicted to grow to $43 billion by 2025. To maximize profits and boost efficiency, restaurant operators should integrate their point-of-sale system (POS) with their online ordering process.
When online orders are sent from the customer directly to a restaurant's POS, this will not only reduce impact on labor by removing the process of manually entering orders, but restaurant operators can also reduce or eliminate human error. Arguably, one of the most valuable parts of integrating online ordering with their POS is the data that is generated. This information will allow restaurant operators to fine-tune their menu, and help ensure that customers get food delivered in time for game day.
It's equally important to make sure the ordering platform is fully optimized for mobile devices. More and more customers each day are ordering food directly from their smartphones, so the online ordering system should be mobile-friendly, easy to use, and have fast load times, so fans won't have to leave their couches to place an order.
2. Streamline and optimize the menu
The reporting data available from integrating a POS with an online ordering system is incredibly valuable if leveraged correctly. Restaurant operators can analyze customer order data to get insight into what menu items are most popular, when certain menu items are ordered in higher frequency, and other valuable customer insights, such as menu items most commonly purchased together, busier days and times of day and food costs.
Consider offering a trimmed down version of the menu specifically for peak ordering times to reduce clutter and highlight the best options for customers. Additionally, with a slimmer menu, restaurant operators can create more operational efficiency, by cutting down on costs associated with food items they won't be offering for delivery.
3. Create compelling incentives and leverage loyalty programs
Over the last few years, nearly half of all Americans say they've used at least one food delivery app. Since then, more and more restaurants have launched proprietary apps for ordering food. Having a proprietary app allows restaurant operators to minimize additional costs associated with third-party delivery services.
Additionally, restaurant operators with their own apps are able to reach more customers with promotions and incentives. During holidays or big sporting events, they're able to run promotions like free delivery, buy-one-get-one deals and more, increasing revenue potential.
However, if creating an app is out of the question, a restaurant operator can still create and run incentives through an online ordering portal. They'll be driving traffic to their site and encouraging customers to return for future orders. Some restaurants also have a digital loyalty program that enables customers to earn rewards for return visits. Regardless, if restaurant operators create any sort of incentive, it's important to get the word out through email campaigns, social media posts and more.
Restaurant operators who integrate online ordering with their POS, streamline their menus, and creative compelling incentives will not only see an increase in profits on a regular basis, attract new and existing customers, but will also be more prepared to handle an influx of orders on game day.
About Mo Chaar
Since joining Givex in 2007, Mo Chaar has helped the company expand its North American footprint. He began his tenure as a Business Development Manager before becoming Vice President of Sales for North America, and then moved to his current role of Chief Commercial Officer. In this role, Chaar oversees commercial strategy and development worldwide as well as managing the sales teams within North America. His experience in gift card, loyalty and POS has played a pivotal role in the success of some of Givex’s largest partners.
