Online orders are larger than phone orders.
There is no doubt that online orders are larger than phone orders. The favorable results are clear, but it’s not so clear as to why it is that way.
Let’s explore this:
1. Consumers, exploring the online menu, discover items they didn’t know the restaurant served.
When ordering on a phone call -and they don’t have the menu in front of them-, the consumer orders what they recall the restaurant serves. When ordering online, the consumer has time to browse the entire menu, consider the add-on items, and make their menu choices at their leisure.
2. Increased sales from add-on items.
Online consumers have time to select add-on items that they wouldn’t have otherwise. Think of a busy restaurant at rush hour. The order taker has another primary role in the restaurant; whether it be hostess, waiter, chef, or manager, they are all busy and multitasking. Unfortunately, they tend to rush the ordering consumer who doesn’t have time to think through the add on items they might have otherwise ordered.
3. Order accuracy is more like inaccuracy.
I remember an article that stated Domino’s Pizza claimed 34 million variations in their pizza menu. With that many possible variations, you can bet there are plenty of phone ordering mistakes. Well subliminally, ordering consumers realize that. They then tend to simplify their phone order, which in turn lowers the amount of money they would have otherwise spent.
4. Many consumers, especially Millennials and Gen X-ers, simply don’t order via the phone.
Millennials are now bigger spenders than Baby Boomers. To them, phones exist for texting purposes and not for talking. Millennials set up dates without ever ‘speaking’ directly to their prospective date over the phone. They order their clothing and groceries online, so it’s not surprising that they will only order food online. Restauranteurs do everything possible to increase their revenue. In doing so, it is often hard to see the forest for the trees, and simple improvements with the potential to make massive differences can easily be overlooked. It’s become clear that online ordering is a simple and easy way to get more money per order from the consumer, while at the same time increasing their satisfaction with the restaurant.
We can conclude that, as the pandemic swept restaurants into the digital age, if a restaurant offers online orders they will get more and larger orders than just regular phone orders.
And remember, with online ordering, build your brand, not others!