In today’s competitive market, independent restaurants must find ways to drive traffic to in-house online ordering systems to boost profits and reduce reliance on third-party platforms. However, encouraging customers to switch to a restaurant’s own system comes with challenges, from customer awareness to offering a seamless experience. This article explores these challenges and provides actionable strategies to increase direct orders through your restaurant’s website.
Many restaurants rely on third-party platforms to gain exposure and fulfill delivery orders, but this comes with challenges. These platforms take significant commissions, cutting into the restaurant’s profits. Additionally, customers tend to stick with the convenience of using these platforms, creating a dependency that can be hard to break.
Strategy: One solution is to offer exclusive deals or discounts only available through your restaurant’s online ordering system. Customers are often price-sensitive, and enticing them with special offers can encourage a shift from third-party apps to direct ordering. Make sure to highlight these offers on social media, your website, and through email marketing campaigns to maximize reach.
Many diners are unaware that their favorite local restaurants offer an in-house online ordering option. They may default to third-party apps because they are simply more visible and familiar.
Strategy: Increase awareness by prominently promoting your in-house system on all customer touchpoints, including your website, social media profiles, menus, and in-store signage. Consider using QR codes that direct customers straight to your online ordering page, making it easy and convenient for them to place orders without needing to remember a web address.
Some restaurants use built-in online ordering systems from their POS providers, but these often lack customization. Customers can tell when they’ve been redirected to a generic-looking page with a different subdomain, which can create mistrust or a poor user experience.
Strategy: A branded, user-friendly online ordering experience is key. By using an in-house system that matches the look and feel of your restaurant’s website, you offer a seamless customer journey. Systems like Takeout Button® allow restaurants to maintain their branding, offering a custom-built platform that drives traffic back to their own website.
Many customers expect the same ease of use, variety of payment methods, and tracking that third-party apps offer. If your in-house system lacks these features, it could deter customers from switching.
Strategy: Make sure your in-house online ordering system is optimized for user experience. This includes offering multiple payment options, order tracking, and a mobile-friendly interface. Providing a smooth and intuitive experience makes it more likely that customers will continue using your system over third-party alternatives.
Loyalty programs offered by third-party apps can be very attractive to customers. If your restaurant’s in-house system doesn’t offer similar rewards or incentives, customers might stick with the platforms where they feel they’re earning more value.
Strategy: Create your own loyalty program that rewards customers for ordering directly through your in-house system. Consider offering points for each purchase, which can be redeemed for free items, discounts, or exclusive access to special events or menu items. This can help build a strong connection with your customers and incentivize them to order directly from your restaurant.
Getting customers to order from your in-house system instead of third-party platforms can be tough when those platforms dominate search engine results and app marketplaces.
Strategy: Use SEO and local marketing strategies to increase your restaurant’s visibility online. Optimize your website for search engines with relevant keywords, claim your business on Google My Business, and engage with customers on social media. Running targeted local ads can also help direct customers straight to your website’s ordering page.
Managing delivery logistics in-house can be a challenge for independent restaurants. Many rely on third-party platforms for their fleet of delivery drivers.
Strategy: To overcome this, partner with a service that integrates delivery solutions with your in-house system, allowing you to keep the convenience of on-demand delivery without the high commission rates. Takeout Button® offers a solution that provides access to on-demand drivers while allowing the restaurant to maintain control over the customer experience.
By addressing these challenges, independent restaurants can shift customers toward their in-house online ordering systems, reducing reliance on third-party platforms and increasing profits. Takeout Button® is designed to provide independent restaurants with a custom-built online ordering solution that drives traffic back to their own website, enhances customer experience, and supports seamless integration with on-demand delivery. Ready to make the switch? Test out Takeout Button®’s live demos at https://takeoutbutton.com/live-demo/, schedule a free consultation at https://takeoutbutton.com/sign-up/, and check out our satisfied clients at eatnowbutton.com.
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