The Restaurant Omnichannel Landscape

restaurant omnichannel

Typical restaurant management has evolved in the era of connected everything and convenience through digital ordering. The ability to order anywhere and from any device, picking up food, or enjoying dine-in has changed, and for brick-and-mortar restaurants, the restaurant omnichannel landscape holds the opportunities to increase customer retention and average check sizes. According to, “single-channel consumers tend to spend less and behave with a less brand-loyal mindset than omnichannel consumers. We’ve already seen the ways an omnichannel strategy continues to shape retail. And for brick-and-mortar franchise concepts, there remains a sizable opportunity to continue to tailor real estate to drive efficiencies and achieve a competitive edge.” To tap this value, restaurateurs need to understand the top channels within the omnichannel advantage.

Third-Party Aggregator Tablets Are the First Step to Restaurant Omnichannel

Third-party aggregator tablets, such as the original UberEats platform, were designed to get any restaurant the option of providing delivery service to customers. Unfortunately, major problems quickly arose. Restaurants could face challenges in fulfilling the normal volume, and the costs of rekeying orders from the tablet to the restaurant’s POS system adding unnecessary labor expenses. While POS integration is the better option, any omnichannel approach must take advantage of third-party aggregators. For those that have yet to build a business case for integration, implementing a tablet-based approach is an option. However, past Tacit clients have expressed major trouble in leveraging tablet-only ordering:

“We’re in tablet hell for a couple of reasons. The tablets themselves are a burden because you’ve got to make sure they’re all turned on. You also must make sure that the app is activated. Sometimes overnight, the iPad or the tablet will reboot or refresh itself, and then it won’t restart itself automatically. Sometimes team members unplug it and steal the power cord to charge their phone or take it home, and so now you’ve got an uncharged tablet, which honestly happens more and more and more.”

Third-Party Online Ordering Includes White-Label Services Too

A viable solution in leveraging the restaurant omnichannel landscape involves the use of third-party online ordering capabilities as what-label services. In other words, third-party and gators may provide the software and resources to offer takeout and delivery to eventual restaurants. In fact, Taco Bell and Chili’s both leverage wide-label delivery options to give customers a wider selection of ordering options and avoid the hassle of building a delivery service from scratch.

Branded Ordering Puts Your Business in Control of Ordering

Digital food ordering refers to the use of a restaurant’s website to allow customers to place orders for dine-in common take-out or delivery. Of course, branded ordering by its nature will include the use of third-party white-labeled ordering capabilities. With that in mind, white-label delivery are not necessarily always needed. For example, restaurants that already offered delivery and have the resources in place to support could simply begin offering branded online ordering.

Mobile Ordering Solves the Challenges of Mobile Order Ahead and Payment Management

Mobile ordering is an advantage in the omnichannel restaurant lineup of technologies, powering mobile order ahead apps and giving customers greater control over their orders. In addition to simply offering another ordering channel, mobile gives rise to new loyalty tracking and even enables faster payment processing. As explained by QSR Magazine, “With personal mobile devices, quick-service restaurants have already moved beyond the simple use of apps for ordering and payment. With registered accounts for loyalty and rewards, consumer behavior and account balances are being tracked to provide suggestive purchases—“try the new pumpkin spice latte on your next weekend visit.” This digitalization in restaurants is becoming more common, as brands are keen to improve efficiency and retain customer loyalty. Today’s consumers live on their mobile devices through social media. Therefore, brands can no longer rely on a traditional print or “blast” strategy, as customers are looking to make immediate dining decisions when eating out.”

In-Store Kiosks Let Customers Skip the Counter or Pay From the Convenience of Their Table

In-store kiosks also offer an advantage—letting customers skip the line and order from a kiosk. Also, tableside kiosks may transform the ordering process into a family event, without spending countless minutes ordering from a large screen in the middle of the facility. Kiosks also immediately automate the payment process for guests using credit or debit. Kiosks provide an automated way to upsell new orders and leverage customer loyalty or rewards points too. Kiosks further give users the ability to split checks, and that functionality exists on mobile ordering options as well. 

Leverage the Size of a Diverse Restaurant Omnichannel Landscape With the Right Partner

The restaurant omnichannel landscape is diverse and uses more technology than imaginable to bring customers and restaurants together. Omnichannel builds engaging experiences and boosts profitability in one sweep, so what is your restaurant waiting for? Explore more of the value of implementing restaurant omnichannel capabilities in your organization by visiting Tacit online today.

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[…] example, a high-end burger chain launched an omnichannel ordering strategy, realizing 19% sales growth in the last 10 weeks in 2018 and an average check size growth of 8.8% […]

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