The diner dilemma
The restaurant business is getting much more competitive. Not only are you competing against other restaurants, now you must also compete against the supermarkets and the much improved quality of their ready-made meals. Once a potential diner has chosen the restaurant route, they are faced with the choice of “stay-in or takeout”. It is not until this point that they are actually ready to choose a restaurant. Many diners will then go online to see what is available. Some go to online restaurant directories; some look for a particular restaurant’s website – if they have one. The point is, diners need a reason to choose your restaurant tonight and it is a tricky business standing out from the crowd.
Improving your odds
As the above example shows, there are two things you can do to improve your odds. First, ensure you offer both the eat-in and takeaway option. We have an Indian restaurant for a customer. His restaurant holds about fifty people. Forty percent of his business however, comes from doing takeaways. Second, make sure you have an online presence. In this day and age, a website is must. My opinion is that having your menu listed on someone else’s website has a place, but what you really need is a website of your own. You want a place to tell your story, to build your brand the way you want it and most important of all, a place from which to build a customer database.
Marketing, marketing, marketing
A website however will do you little good unless you market it. Again, every takeaway meal you make is a marketing opportunity for your restaurant. By putting your website’s address on your menu and adding promotional material in each takeaway bag, reinforces your brand and improves diner loyalty. This means they will choose your restaurant more often.
Convenience is king
Finally, customers want convenience. This is where online ordering fits into the picture. A well presented website that enables diners to order their meal online is a compelling reason to choose you. What could be better than just before leaving the office, you place your order for tonight’s supper online? By the time you get off the train, your delicious meal is there waiting for you.
So what’s the verdict? Takeaways, combined with a self branded website, an online ordering system and ongoing marketing will definitely add value to your restaurant. They will also give diners a compelling reason to choose your restaurant more often, spend more each time and enable new customers to find your more easily.
All the best
Barry Larson
http://www.orderwizard.co.uk
Better systems for your business™
