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5 steps to a successful digital-ordering strategy

The global market for on-demand food delivery is expected to grow 31.76% annually for the next two years, and for brands that don't properly plan for the switch, the excitement can quickly turn to chaos.

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November 21, 2019

By Michelle Tempesta, head of marketing, Paytronix Systems Inc.

Online and mobile ordering took off in 2019, with 37% of restaurants now offering digital orders per a recent National Restaurant Association Study, and the global market for on-demand food delivery is expected to grow 31.76% annually for the next two years. The opportunity is clear, but for brands that don't properly plan for the switch, the excitement can quickly turn to chaos. 

In order to explore how best to manage these issues and ensure that online ordering will consistently deliver an ideal guest experience, Paytronix synthesized the experiences of hundreds of client conversations across more than 400 restaurant and convenience store brands. Quick service and fast casual brands typically experienced the same common challenges and pains when implementing online ordering and delivery programs.

Here are five takeaways for how to ensure your online order goes right:

1. Consider in-store, front-of-house operations. When delivery drivers or customers arrive to pick up an order, you want to get them in and out of your store as soon as possible. Eliminating the option to pay in store helps speed the pickup process. Operating a separate pickup area prevents those picking up meals from interfering with dine in processes. 
    
2. Modify in-store, back-of-house operations. Where will orders be assembled? Nine out of 10 order mistakes occur when employees pick and pack an order. Some brands go to extremes and only allow managers to pick and pack orders. Consider this process when preparing for ordering and delivery. You will need a dedicated area to put orders together and prepare them for delivery driver or customer pickup.
    
3. Successfully deliver your product. Packaging is a serious consideration and millions are being spent on research and development of hot food packaging. Keeping fries crisp, and the order hot is just the beginning.
   
   Today, operators must keep delivery drivers out of the order and ensure the customer that the food has not been tampered with in route. After all, when there is an issue with the order, the brand is on the hook, not the delivery company.  Some restaurants are getting special bags for ordering that are tamper evident, some are using seals to close the bags. Do your research and test packaging before going to market with order and delivery.
    
4. Make it right, when something goes wrong. The first challenge is finding out that something went wrong. If it's a financial issue, the customer will likely let you know. You'll need a way to handle chargebacks and delivery fee refunds. However, quality is another challenge. When a quality issue arises, adjustments need to be made immediately.
   
   Survey carry-out customers within two hours of the order and then delivery the results to restaurant managers in real time. Give them the ability to make it right by the guest.
    
5. Reward customers for choosing your brand. Whether ordering online or in your store, say ‘thanks' to your customers by making it easy for them to earn and redeem loyalty rewards. Make ordering engaging by enabling them to redeem points for items – 300 points for a cheeseburger and fries – for example.
   
   With third party delivery partners in the mix, having direct access to your customer data, you need to find a way to maintain those hard-won relationships regardless of how they order from your brand. Make it more fun, easier, and more convenient to do business with you online, via an app, and in store. Your ability to enhance the customer experience with promotions, like instant wins, and personalization powered by AI will increase their likelihood to order from you again.