With the rise of mobile ordering to help customers “skip the line,” foodservice establishments have more of their profits at stake than just a few years ago. Since 2015, the mobile ordering industry has grown exponentially from its starting point at $4 billion and has continued to rise. By 2020, this mobile ordering technology is predicted to top $38 billion and account for 10.7% of total quick-serve establishment sales.
With revenue trending towards mobile ordering, it is imperative that businesses optimize their online ordering platforms to provide guests with the best service. Before launching your establishment’s mobile ordering platform, consider these four points to provide the best online ordering experience:
- Ensure Product Quality – Just because customers are ordering ahead, doesn’t mean they want their latte to be lukewarm at the first sip. Ensure that food stays at its proper temperature until the designated pickup time to meet your customers’ food quality expectations.
- Prepare on Time – Be sure your online orders are prepared on time. Customers who ordered ahead to skip the line can quickly become disillusioned with your operation if they find themselves watching the clock when waiting for their orders.
- Designate a Pickup Area – Create a designated pickup area for mobile orders. Making a clear point of pickup streamlines the online order process. Plus, this cuts down on customer complaints from those ordering in the traditional line who might see a guest come in, skip the line, and grab their mobile order at the front.
- Order, Pay, Repeat – Be sure your mobile app streamlines the order process and makes it easy to order again and again. A smart restaurant app should have the ability to track past orders and save your customers’ frequently-ordered items.
In the age of online ordering, your establishment must stay ahead of the curve to satisfy your customers’ needs for fresh food fast.