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Unveiling the Unconventional: Winning Strategies for Driving Direct Online Orders in the Restaurant Sector

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In today's fast-paced digital world, restaurants must quickly adapt to changing consumer behaviours, especially regarding online ordering. With third-party delivery apps capturing a significant share of the market, driving direct online orders is crucial not only for maintaining profitability but also for fostering customer loyalty. This blog post explores innovative strategies restaurants can implement to encourage customers to place orders directly through their websites instead of using convenience-driven delivery apps.


Understanding the Direct Online Order Landscape


The landscape of online ordering has transformed dramatically over recent years. While the ease of third-party apps offers convenience, they charge fees that can eat away at a restaurant's profits. For instance, companies like Just Eat and Uber Eats can take a commission of up to 30% on each order, which severely impacts bottom lines. In contrast, direct online orders allow restaurants to retain a larger portion of their sales and create meaningful relationships with customers.


To effectively drive these orders, restaurants must gain insights into customer behaviour. Analysing data on how customers engage with online menus can yield valuable information about preferences and order trends.


Streamline the User Experience


To successfully encourage direct online orders, a restaurant's website must offer an outstanding user experience. Start by ensuring the site has a simple, intuitive layout that makes navigating the menu effortless.


It's essential for the website to be mobile-friendly, as about 60% of online food orders are made via smartphones. Here are a few key features to improve user experience:


  • Quick menu access: Highlight popular dishes and current promotions clearly so customers can easily spot what they want.


  • Seamless checkout process: Minimise the number of steps to complete an order. Research shows that a complicated checkout can result in up to 68% of online customers abandoning their shopping carts.


  • Personalisation: Utilise customer data to suggest dishes based on past orders, making the experience feel tailored to individual tastes.


Focusing on user experience can transform casual website visitors into loyal patrons.


Loyalty Programs that Actually Work


Loyalty programs are vital for driving direct online orders, but they need to be both straightforward and valuable. Overly complex rewards systems can discourage participation.


Consider the following effective strategies for loyalty programs:


  • Simple rewards: Implement a points system where customers can easily see their progress towards earning a free meal after a set number of purchases.


  • Exclusive offers: Create limited-time promotions or unique menu items that are only available through the restaurant's website.


  • Personalised rewards: Tailor promotions using customer insights to make the experience feel more rewarding.


A well-structured loyalty program can increase repeat business and encourage customers to share their experiences through word-of-mouth marketing.


Incentivise Direct Orders


To further motivate customers to order directly from the restaurant, consider unique incentives:


  • Discounts for online orders: Offering a small percentage off for customers who order directly, such as a 10% discount, can entice them away from third-party services.


  • Free delivery: Providing free delivery for online orders over a certain amount can be a strong motivator for customers.


  • Exclusive menu items: Create distinct dishes available only for direct orders, fostering a sense of exclusivity.


These incentives can help restaurants better compete against the convenience of delivery services and encourage a more direct relationship with their customers.


Build a Strong Online Community


A strong community can significantly influence consumer behaviour. Connecting with patrons meaningfully can foster loyalty and promote direct orders.


Tips for Building Community:


  • Email newsletters: Keep your customers informed about new menu offerings, events, and exclusive deals through regular updates. Incorporating engaging content like cooking tips can maintain their interest.


  • Engagement through content: Share behind-the-scenes glimpses, chef interviews, or customer success stories on your website to create a genuine sense of connection.


  • Feedback and reviews: Actively encourage customers to share their experiences on your website, and prominently feature positive reviews. This creates a feeling of trust and community around your brand.


When customers feel part of an engaging community, they are more likely to place direct orders.


Leverage SEO for Increased Visibility


Search engine optimisation (SEO) is critical for ensuring your restaurant's website appears prominently in search results when potential customers are looking for dining options. Here are a few effective SEO strategies to consider:


  • Local SEO: Use geographic tags and include location-specific keywords within your content to attract local customers, who are typically more likely to order directly.


  • Menu optimisation: Describe menu items clearly with appetising details and ingredients. Not only does this improve search ability, but it also appeals to customers hunting for specific options.


  • Blogging: Regularly create Blog posts about food trends or restaurant events. Each post helps to apply relevant SEO keywords and boosts your homepage's ranking.


These strategies can elevate a restaurant’s online presence, leading to increased direct orders.


Utilise Engaging Visual Content


Visual elements are crucial in grabbing customer attention and driving online orders. High-quality images of menu items can influence purchasing decisions significantly.


Key Visual Strategies:


  • Eye-catching images: Invest in professional food photography to showcase dishes clearly and attractively. Studies show that consumers are 73% more likely to order a dish if it is presented well online.


  • Videos: Short clips showcasing dish preparation or restaurant ambiance can create an emotional connection with customers, driving more direct orders.


Close-up view of gourmet burger on a wooden board
Delicious gourmet burger ready for delivery.

These visual elements not only enhance the overall dining experience but also make a lasting impression, encouraging online orders.


Wrapping It Up


Driving direct online orders in the restaurant sector demands a diverse approach. By embracing unconventional strategies that engage customers and enhance their overall experience, restaurants can successfully encourage direct orders. Focus on creating a smooth user experience, motivating customers with unique incentives and building a strong community connection. Combine these elements with effective SEO practices and the power of engaging visuals.


Adapting to these strategies will enable restaurants to thrive in a competitive market. Embrace these ides to unlock the full potential of direct online ordering and solidify your restaurant's success in the industry.

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