Written by Oracle partner and #OFBConnect20 sponsor: Tacit Corporation
As reported by Hospitality Technology in 2017, “23% [of] operators agree that enabling seamless orders across all channels is a top strategic goal for technology.” Even more importantly, the strong growth of omnichannel ordering over recent years—up to 300%—means the statistic has likely grown as well. Seamless ordering capabilities give restaurateurs peace of mind to reach customers regardless of their preferred ordering channel, and also provides an opportunity to improve efficiency within the restaurant. To stay competitive and keep costs under control, restaurateurs must first understand the challenges of omnichannel ordering, how it benefits from an integrated Oracle MICROS POS system, and the core steps needed to achieve successful, seamless experiences.
The Big Challenges of Omnichannel Ordering for Restaurants
Omnichannel is everywhere and in every business-customer interaction. Omnichannel refers to the blending of traditional channels within an enterprise or industry. The blending merges customer experiences across online, in-store, phone, and even virtual experiences. While most associate omnichannel with retail, the idea of omnichannel has made its way into the restaurant industry too, going an added step to include more engagement for customers, faster processing of food orders for restaurants, reduced delays at the counter, and much more.
Unfortunately, the rise of omnichannel ordering for restaurants also led to more and more systems that work to promote specific improvements and services, including delivery through third parties. As independent systems, they were designed to offer an advantage, but they were not designed with integration in mind. Disparate third-party delivery systems also play a role in the creation of what operators, as noted by a study of Tacit customers, call “Tablet Hell.” As explained by a Tacit client: “We have the online ordering through our own app, and then, we have just about every delivery known to man that's on [tablets] delivering for us. I have locations that literally have six tablets sitting on the counter in one location, and they receive orders from all six.”
Now, imagine the nightmare if a single tablet breaks, dies, or is simply not checked. Orders go unfilled, and customers grow irate. This is the onset of “Tablet Hell.” That’s not all. Omnichannel ordering also means customers can order from their own branded apps, so how are those orders routed to the kitchen? Do customers need to follow any other out-of-the-app processes to pay by credit or debit? If so, that’s an added complication, and in today’s world, convenience is the king of the restaurant industry.
Omnichannel Restaurant Ordering Needs an Integrated Oracle MICROS POS system
To succeed in omnichannel restaurant ordering, an integrated Oracle MICROS POS system is essential. Integration between the restaurant POS system—the primary source for tracking incoming revenue—and all other systems create a comprehensive picture of restaurant health. Without integration, users must assume the system works as it should, and where does the burden of sharing information between systems lie? It rests with the users—employees—that may not necessarily copy information correctly. The result is terrible, including inaccurate orders, underreporting by franchisees, poor customer service, and even the inability to fulfill orders placed through third-party services. An integrated POS system like Oracle MICROS Simphony POS System for Restaurants eliminates these risks by moving data seamlessly between channels and helping restaurateurs better manage all operations.
Best Practices for Success in Integrating Your POS
The use of an integrated restaurant POS system sounds simple, but integration can cost millions across vast portfolios. Moreover, integration can be exceedingly complex, especially for those outdated and inefficient systems. To solve the problem, restaurateurs need a few tips and best practices to integrate their POS and other systems to make a meaningful difference and build omnichannel experiences. These steps include:
Develop the Value of True Omnichannel Ordering With an Integrated Oracle MICROS POS Solution Now
True omnichannel ordering via an integrated Oracle MICROS POS system means ordering online, picking up in-store, having orders delivered, automatically routing orders to appropriate kitchens, scheduling staff to reflect those needs, and always following through with customer service across social media, online forums, apps, phone calls, and dine-in interactions. Omnichannel requires an omniscient approach to restaurant management, and companies like Tacit and Oracle can make that ideal a reality. Learn more about how to maximize your Oracle MICROS POS’ value by integrating it with all other systems in use in your restaurant and connecting with Tacit online now.