Over the last few months, multi-channel ordering propelled itself from a project worth considering to a must-have overnight. Restaurants all over the world (like Outback Australia, Max Burgers, and Sibylla) reacted with wildly varying degrees of speed. Some simply opened phone lines, some moved to drive-thru only, and some launched full online ordering systems for restaurants.
As always, the inventiveness and ingenuity of the restaurant industry surprised and delighted us. As the restaurant industry re-opens, we wanted to investigate how embracing multiple ordering channels could help boost business in the long term. Our latest webcast dove into multi-channel ordering and analyzes the channels restaurants might consider leveraging to permanently increase revenue.
Amber Trendell, Head of Marketing at Oracle Food and Beverage, gathered experts from across the industry to discuss multi-channel or omni-channel ordering. Panelists included Ian Brown, Technical Account Manager at Deliverect, Mark Frenette, Director of Channel Sales at Eigen Payments, Chuck Moxley, Senior Vice President of Marketing at Mobivity, and Chris Adams, Vice President of Strategy at Oracle Food and Beverage. During the webcast, the speakers shared examples of innovation they had seen across the globe as well as tips and tricks on how to make multi-channel ordering work.
Chris Adams kicked off the conversation by providing insight on identifying the best channels and how to adapt an offering to these news channels without experiencing a drop in the quality of service or product. He stressed the importance of retaining a single view of the business for a clear and continuous view of analytics, as well as how to ready a menu for new channels, understanding what sells well but also what travels well. He cautioned against simply copying and pasting an entire menu into a delivery platform without considering how and when a customer would receive the order.
Mark Frenette, Director of Channel Sales at Eigen Payments, discussed how innovation will help improve both operational efficiency as well as boost order volume. Restaurants must adapt their service to attract new customers, as well as exciting existing ones. Whether that be at home meal kits from high-end eateries or curbside pickup from restaurants without a drive-thru option. Innovation is key to move forward successfully.
Restaurants must also decide which digital marketing communications are best suited for their business. Chuck Moxley, Senior Vice President of Marketing at Mobivity, explained the importance of selecting the right marketing communications depending on business size and customer demographics. Is it worth spending upwards of $100,000 to build an app if the business only has two stores? Or would SMS communication be a better return on investment in that circumstance?
As the restaurant industry begins to re-build, it is crucial to open up as many channels as are feasible to increase revenue. Ian Brown, Technical Account Manager at Deliverect, is working to make the digital transition as fast as possible to bring the in-store experience online. In the webcast, he explains that full integration with delivery aggregators can be feasible in a short time period if the appropriate resources are available.
Want to learn more? Watch the on-demand webcast for more information – Restaurant Rebound Rebuild and Reimagine: Make Multi-Channel Ordering Work for You.