The Rapid Acceleration in Omnichannel Food Delivery Requires a Holistic Technology Review

Online ordering and omnichannel food delivery are growing by double-digit values. Digital food ordering also increases average check sizes and offers an opportunity to serve more customers, reduce delays in managing the kitchen, and save money. Unfortunately, disjointed systems in the restaurant continue to plague the industry. Restaurateurs, therefore, need to understand why an omnichannel food delivery strategy requires a holistic technology review. 

Why Hit-and-Miss Technology Results in Added Costs in Omnichannel Food Delivery

Knowing your restaurant’s profitability is essential to success, explains SD Mayer: “All restaurants have this in common. However, some full-service restaurants can experience tremendous success while others falter or are unable to increase profits year after year of making various attempts. Equipment goes down and requires unscheduled maintenance or a replacement. Floors flood and food costs increase. Rent goes up. There are many uncontrollable factors that can put an immediate strain on a restaurant to remain profitable and out of debt.” 

Unfortunately, maintaining that level of visibility and planning presents challenges of digital ordering for restaurants when it loses its ability to understand its demand from online ordering and omnichannel food delivery. This problem permeates the industry and is worsened by third-party foodservice aggregators that rarely share insights. The result is the same—higher operating expenses and less transparency into the profitability of omnichannel food delivery. Even for restaurants that operate in-house delivery programs, lacking integration leads to the same problem again.

In fact, a past Tacit client notes similar problems among the industry:

“One of the major competitors in our space offered omnichannel food delivery over the last couple of years. And, right away in first quarter, they realized that labor costs went up exponentially because suddenly, we had all ramped up the volume of ordering without planning for it.”

Omnichannel Deliveries Need a Full Suite of Digital Ordering Options

Omnichannel food deliveries are not a simple restaurant strategy. They are immensely complex and require the seamless sharing of information to reduce waste in managing orders. For instance, incoming orders from third-party online venues may result in rekeying of orders into the POS. Another area of waste occurs when the restaurant refunds money to customers due to major errors resulting from rekeying or failure to understand what the customer requested. 

With that in mind, today’s restaurants are working to streamline the process by sharing data and seamlessly connecting the POS to all online ordering options, including options for those ordering food via mobile devices within the restaurant, paying for checks, and more. Additional opportunities to understand omnichannel ordering also exist using analytics to see what is being spent, why, and how to keep it under control. 

How to Kickstart a Technology Review for Your Restaurant Today

Each restaurant is different, and restaurateurs are not and should not take on the role of an IT expert. Instead, the simplest and most effective way to kickstart a technology review and implement new systems that work well together lies in outsourcing the process to an established expert. For example, Tacit can come in, review your systems, create a strategy to excel in omnichannel food delivery and ordering, and help the organization put the plan into action. This occurs without disrupting customers and reduces mistakes, saving money along the way. 

Leverage the Power of a Restaurant Technology Expert to Succeed

The choice is clear. Restaurants need a technology expert to maximize the profitability of omnichannel food delivery and ordering, and Tacit can help your company achieve that goal. Visit Tacit online to get started. 

Comments (1)

[…] The holidays can be a tumultuous time for restaurateurs. All businesses are pushing holiday sales. And crowds will inevitably come. But that’s the usual expectation. And the past year has proven that operators must expect the unexpected. It’s no longer enough to offer a single ordering option. Operators in quick-service, full-service, fast casual, and traditional on-premise need an advantage that can radically change the playing field. And that’s where a multi-pronged promotional approach has the greatest impact on restaurant revenue. Let’s give you 10 ideas to help drive restaurant revenue through digital, omnichannel ordering capabilities. […]

Leave a comment