I frequently use online ordering for food delivery purchases, and so do many other people I know. I know my purchases are signifcantly more than it would be if walked in and I order online from restaurants I wouldn’t otherwise visit.
Regardless of my positive personal experience with online ordering, it is a cheap way to increase sales and introduce your product to new customers. I would favor a restaurant franchisor who offers an online ordering system.
Take this recent example from Pizza Pan:
Pizza Pan launched eOrderManager, a new software package that lets customers place food orders online. The ordering system, which was created by Cleveland-based O-Web Technologies, is designed specifically for the quick-service and casual dine-in restaurant industry. Without yet promoting the online ordering option in-store, Pizza Pan has already attracted 327 new members within the first month. The average online ticket is $22.32, which is significantly more than the average in-store check. The system runs off the franchisor’s Web site, yet it was designed for individual franchise owners. “Our online ordering system increases order accuracy and improves productivity by keeping our employees off the phone,” said Mike DeGirolamo, director of franchise development and a franchisee. Pizza Pan currently uses eOrderManager in 15 of its 96 locations and plans to expand online ordering to the majority of its locations by the end of the year.
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Ryan is an attorney and valuation specialist residing in Chicago. He chronicles his thoughts and research on FranchisePundit.com. You may reach him by email ryanknoll@gmail.com or mobile telephone 312-715-8115.
Interesting idea, I wonder how it will compete with the kiosk industry which is also designed to reduce operator error. I suspect that the web interface will be limited to those qsr in which delivery is taken for granted.
I know many who use various online restaurant reservation sites. Some have told me they tried restaurants they wouldn’t have otherwise tried because it was easy to try something new. I don’t know which is better – have your own franchise online ordering site that all franchisees share (customers’ online orders are automatically routed to the closest franchise location), or to below to a ordering site that lists many restaurants…your competition is on there but it may expose you to and attract more customers overall.