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.