Not Offering Online Ordering? You May Not Know What You're Missing!

By: Tim Pincelli

Wow, did I learn a lesson this weekend on how critically important offering online ordering is to a small business…especially to local walk-in and delivery businesses that serve lunch. Don’t get me wrong, I’ve known for a while how important online ordering is for today’s restaurant, but my experience actually delivered the hovering light bulb over my head followed by the “ding” sound.

I wanted lunch. I was busy and I wasn’t quite sure what I was hungry for. I did a search for pizza and sub restaurants in my area from my iPhone. I chose the restaurant with online ordering and delivery as that was the fastest and easiest way to get my food. I may never go elsewhere for lunch after my experience with the restaurant I ordered from.

For the purpose of focus, I’ll leave out the commentary about the flawless execution of the restaurant in terms of accuracy and exceeding my expectations, and focus instead on my experience and the end result. My gut reaction to online ordering immediately was I’m too picky and this will be too complicated and I’ll just get frustrated and call the closest restaurant and abandon this adventure. I was so wrong.

As soon as I entered the online ordering webpage, I was greeted with a location selection and easy to understand categories, simple drop down menus to select modifiers, and an efficient payment screen to complete my order. I chose the option to create an account, but was pleased to see that it wasn’t required and I could order anonymously. These small details may seem rudimentary, but they are important aspects of an online ordering experience and are critical to online ordering success.

The restaurant benefits from my inherent loyalty now, and I spent at least $6.00 more than I would have if I had gone to the restaurant in person.  Not only that, but I gave a higher tip to the delivery driver than I would have given the server in the restaurant and I had a happy, well fed family.

MICROS has made it very easy and painless for a restaurant entrepreneur to deploy online and mobile ordering. In today’s competitive restaurant marketplace, an increased online presence is critical to success. Let MICROS show you how to get started with online ordering to begin increasing sales today!

Find out more about what MICROS can do for you! For more information contact us at info@micros.com Phone: 866.287.4736 (US and Canada)

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