Skipping the Long Restaurant Line: How Restaurant Operators Are Using Digital Food Ordering to Create a Better Customer Experience

Long restaurant lines constitute a significant problem for the multi-billion-dollar industry, and consumers are growing more aware of what they expect and deserve from the nation’s restaurant chains. Also, the way consumers obtain food from restaurants has evolved, with more consumers opting to have their food delivered by third-party delivery services and pick up orders after ordering online. Restaurant operators need to understand how digital food ordering contributes to improved customer service opportunities through better experiences.

Restaurants Using Digital Food Ordering Understand Customer Expectations Better

The most significant promise and potential of digital food ordering lie in the amount of data it creates. Restaurant operators that take advantage of digital food ordering experiences can collect a large amount of data on consumer behaviors, preferences, and needs. The application of this data holds value by allowing restaurant operators to refine the labor schedule, improve food ordering, ensure kitchen staff knows what to prepare and more. Furthermore, restauranteurs can use the same data to test the market for new products and determine the best way to exceed customers’ expectations further, reports FastCasual.com. The result is the same; consumers increase repeat orders and add value to the business.

Digital Food Ordering Experiences Allow Restaurants to Attract the Attention of Their Consumers

The creation of digital food ordering and experiences is an excellent way for restaurant operators to attract the attention of potential consumers. For example, consumers ordering a type of food through a third-party delivery service, such as UberEats or DoorDash, provide a glimpse into the customer’s behaviors and wants. Consumers that grant permission for third-party apps allow service providers to collect and apply data in meaningful ways to present consumers with relevant ads and marketing materials. All materials are aimed at increasing the use of the app, and working with partnering restaurants, promoting profitability.

Companies Could Increase the Operational Efficiency of Their Organizations

Another significant resource in today’s world, stemming from the growing use of digital food ordering capabilities, goes back to the operational efficiency within restaurants. The informed kitchen staff member is a productive team member, and the pattern builds over time as restaurants grow more accustomed to filling more orders, overall productivity and efficiency increases, building profitability for the company. That translates into better earnings potential for employees. It is a win-win situation for everyone involved.

Restaurants Can Prioritize Delivery Service the Right Digital Food Ordering Experiences Reduce Congestion Within Stores

As explained by Julie Jargon of the Wall Street Journal, congestion remains a significant problem for organizations seeking to tap into the value of take-out delivery through third-party apps, like Uber Eats. Consumers tend to believe that when they place orders through a mobile phone, they skip the line. Unfortunately, another paradox exists. Customers that enter the store to pick up an order for take-out may feel bad about skipping the existing line, but the entire purpose of digital food ordering experiences is to obtain the food without even visiting a cashier if necessary. In fact, this is part of the reason that Starbucks and McAllister’s sought to redevelop how delivery drivers and those picking up take-out orders received food as both of the national chains found orders among on-premise diners mixed in with off-premise orders, creating confusion and a poor experience. When bot chains provided designated areas for pick up by customer or delivery driver, the experience of the customer was more positive, further decreasing lines by making it clear where customers go to order or pick up.

Build the Best Customer Experiences Possible With the Right Digital Food Ordering Experience

The best customer experiences are possible with organizations that learn how to apply data in a meaningful way and encourage consumers to order more food through delivery services and take-out. Restaurant operators need to take note of the possibilities of digital food ordering experiences and the positive effects they have on consumers. For assistance in establishing multiple food ordering channels, whether thru third-party apps like Uber Eats or your own branded mobile apps that also integrate your existing systems, reach out to Tacit online to speak about our middleware integration platform.

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[…] and the evolution of digital technologies, the restaurant industry has been slower at full digital food ordering capability adoption. In previous years the prominent digital food ordering options were thru […]

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