A Restaurateur’s Guide

ONLINE ORDERING EBOOK

to Online Ordering

Boost your bottom line by finding

the right online ordering solution
that works for your business.
The popularity of From giants like Amazon to small startups, direct-to-
consumer delivery and pickup options have swept

online ordering is on
the country.

Restaurants are no exception.

a meteoric rise. With the rise in mobile and online ordering across
industries, consumers have turned to solutions that
simplify their lives and even the biggest skeptics are
translating their dining experience into an online ordering
solution to better serve guests. But just how important is
providing online ordering for your digital customers?

ONLINE ORDERING EBOOK

 S t a t i s t i c s
19 Online Ordering h o u ld Kno w
ra t e u r S
That E very Restau re
e rs a g re e that it is mo
nsum ing
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elivery o r to
u m ers order d convenient .
1. 60% of
U.S . c o n s
o u t w ith a mily
fa
ce a week. e not used
a third-
takeout on w h o h a v
e th e s e th ird-party 13 . American s
t d e li v e ry service say
they us week. ura n lection
2. 31% say s a t le ast twice a party resta ), re staurant se
ic e (3 1%
delivery se
rv
5 0 fast delivery m in im u m s (27%) and
t least $ orde r tivate
o n s u m ers spend a n e. (28%), low n s (2 6 % ) would mo
f c o n li p o
3. 34% o h en ordering
food first-use co
u
r o rd e r w y .
pe
y s p e n d more them to tr
th e y
% o f c o n s umers say a re d to a s ta u ra n t o perators sa
4. 20 ise orders c
omp 14. 60% of
re nerated
on off-prem e . e ri n g d e li very has ge
e-in experie
nc that off
regular din l sales.
ry h a s g ro wn incrementa d
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e
s in c e d v ia s m a rtphone an
5. Digit a ic c e n
s te r th a n dine-in traff 15 . Orders pla l b e c o m e a $38 billio
300% fa s wil
mobile app
020.
2014.
’d ra th e r in dustry by 2 ase
y n 18% incre
f c o n s u m ers say the re p o rt e d a
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ains
om online/m
obile
e r d ire c tl y from a re o e s s tr a ig ht e r s p e n d fr
ord ney g in custom
at their mo rs.

ONLINE ORDERING EBOOK

preferring th o t a th ir d p a rt y.
o rd e rs v s . phone orde
urant, n
to the resta a v e th ir d party deli
very
th e y h w it h a
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f m illennials sa ey can e e n found to
7. 57 % o
fo o d d e li vere d s o th
e . s ervic e h a s b
o lu m e b y 10% to 20%
restauran t s at hom sales v
v ie s a nd TV show restaurant
m o ual
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ers fro m s a $365
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5 9 % e o f m $35
8.
o u t or delivery. averag e b y 2030, from
ta k e d w id
are
y would be billion worl
s a y th e
consumers billion.
9. 33% of fe e for faster ls said
il li n g to p ay a h ig h e r
s ta u ra n t professiona ny
w
s e rv ic e . 19 . 43% of re ird -p a rt y apps—ma
delive ry e th
e th ird-party they believ o ld data—interf
ere
h o u s w it h h na
. 8 7 % o f Americans
w
re e th a t it of which
t re la ti o n s hip betwee
10 a g ec mers.
ry services with the dir nd its custo
food delive ie r. b a r/ p u b a
lives eas restaurant/
makes their g
t offerin
f c o n s u m ers say tha ms
11. 45% o
e ri n g o r lo yalty progra
e
mobile ord g e th e m to use onlin
ura
would enco ften.
e ri n g s e rv ices more o
ord
The Online Ordering Solution
Showdown: Owned vs. Third Party?
There’s a choice you have to make when jumping into
the world of online ordering: third-party, owned, or both?
We break down the benefits of each option available to
restaurant owners.

The Benefits of Online Ordering Integrations

Instant access to thousands of diners
Third-party integrations like GrubHub, Doordash, and Uber Eats make it simple
for restaurants to get their food to hungry customers. If you’re just starting out
with online ordering, or your restaurant is a brand new business, third-party
integrations are a great way to get your menu in front of thousands of potential
customers with limited heavy lifting from your team.

ONLINE ORDERING EBOOK

Advertising Opportunities
Want to show up at the top of the options on a third-party app? Many third-
party integrations offer advertising opportunities to give your business a
bigger boost and make sure that hungry customers will see your restaurant
first. This built-in marketing feature is great for brand new restaurants that
need some advertising help built into a tool that they are already using.

Access to delivery drivers

Hiring and training a delivery driver can be a hassle for some restaurants.
Third-party delivery apps eliminate the need to hire another staff member,
and instead send drivers to your restaurant to make a delivery. Once an
order is placed, they pick up the food and bring it to the customer, allowing
restaurants to focus on providing hospitality to dine-in and takeout customers.
The Benefits of Owning Your Online Ordering
A smoother online experience for customers
Owning your online ordering means that your website will provide the
customer one location for their buying journey. From discovering your
restaurant on Google, to considering what to eat, to placing an order, your
restaurant’s website will be the only destination for customers to visit, no third-
party apps or websites required.

Integrates with your point-of-sale

Most online ordering systems operate alongside point-of-sale systems,
making it a hassle to effectively communicate within your restaurant. Instead
of operating multiple online ordering systems, an integrated online ordering
solution is ideal for restaurants looking for an answer to the headaches that
third-party apps can bring. Owning online ordering that integrates with the
system that your team is always working on gives you the opportunity to add
an additional revenue source without disrupting in-house operations.

Enhanced customer insights

Did you know that 60 percent of consumers have ordered food online in the

ONLINE ORDERING EBOOK

last six months? Not only is that a lot of money, it’s a lot of information. Just
because your online diners aren’t in your restaurant, it doesn’t mean you don’t
have a chance to market to them and keep them coming back again and
again. With integrated online ordering, you can see how your online customers
spend, and plan ahead for busy nights.
Which is the Best Online Ordering Solution for
Built-in loyalty program
Your Restaurant?
Restaurant management systems like Upserve offer a variety of tools to help
restaurants attract customers and keep them coming back. Having an online
ordering system that’s connected to your loyalty program means that you Every restaurant is unique and has different needs. If you’re new to online
can drive engagement and highlight your killer rewards program while your ordering, a good way to start is to utilize third-party apps, while encouraging
customers peruse your online menu. customers to order on your site by offering discounts. Make sure your dine-
in customers know they can order from your site by including marketing
No costly fees materials in check presenters or on your menu. If you don’t have a full time
delivery person, this would also allow you to accept pick up orders through
While third-party integrations are a great option for restaurants striving to
your site and delivery orders through a third-party.
maximize the number of orders, they’re not ideal for your bottom line. With
fees up to 35 percent, owning your online ordering can ensure that you keep
your cut and feed your diners with accurate orders every time.
Online Ordering in Your
Restaurant
Tips, Tricks, and What to Expect
Now that you have learned about the
differences between owned and third party, it’s
time to take a look at how to set your online
ordering up for success. By tapping into the all
possibilities that online ordering has to offer,
you have the opportunity to grow alongside
this unstoppable trend.
Test your current website (and make sure it’s mobile friendly!)
In 2018, 52% of all worldwide online traffic was generated through mobile
phones, up from 50% in the previous year. Chances are, your potential
customers will be searching for your restaurant on their mobile device. You’ll
want to make sure that your website is easy to navigate on a cell phone.
Open up your cell phone’s internet browser and take a look at how your
website responds on your device. Is it easy to find your menu and other
important information about your business. A mobile-optimized website (or
a mobile app) that’s ready take online orders is a smart investment in a fast-
growing market.
Expect an increase in order volume
Once you begin to offer online ordering, you should be prepared to handle
an uptick in orders. In a best-case scenario, you will see an increase in
business with a busier front-of-house staff and busier back-of-house
staff. This has the potential to create new jobs in your community as your
restaurant grows. It’s also essential that you prepare ahead of time so you’re
not disappointing customers.
Offer incentives for using your integrated online ordering platform
ONLINE ORDERING EBOOK
If you choose to offer online ordering through your owned solution and
on third-party apps, generate more business with less fees by offering
incentives to customers for ordering on your website. This is a great way to
influence customers to use your owned solution and pass the savings onto
your customers.
Use high quality photos of your food
Whether you’re just getting your online ordering up and running, or you’re
now realizing it might be time for an update, here are some tips to help
showcase your dishes in their best light.
The Basics: Food Photography
Entice your online customer base with stunning
food photos.

• Hire a professional photographer: A professional will

have the right equipment to make sure you have the best
pictures on your online ordering menu, and it’ll save a ton
of time for you and your staff.
• Focus on lighting: Proper lighting for your dishes is key.
Consistent, shadowless light is the best way to make food
stand out.
• Compose the shot: Composition is all about how the food
is framed within the picture. A 45-degree angle looking
down on the dish often works well, especially if you have
access to a tripod.

ONLINE ORDERING EBOOK

• Make the food appetizing: It may seem like a no-brainer,
but make sure you’re producing drool-worthy images that
will whet the appetite of any customer.
A Picture is Worth
1,000 Orders
How Maxie B’s Processes Up to 1,000 Cakes are a symbol of celebration, and Maxie B’s knows just how to make sure
their customers get the sweets they need for every birthday, baby shower, or
Orders Each Month with Upserve just a random Tuesday. It’s no surprise that this Greensboro, NC bakery was
Online Ordering named one of Southern Living’s “Best Bakeries” in the country—besides their
gorgeous, creative cakes, Maxie B’s owner Robin Davis has made it easy to get
her cakes to customers by offering in-store pickup and cross-country delivery.

For locals that want a sweet treat without having to wait in line, Upserve Online
Ordering gives Maxie B’s customers the freedom to order any of their delicious
cakes or pastries when a craving hits or up to one week in advance.

The photo-rich online ordering menu shows the customer exactly what
they can expect at Maxie B’s. By putting the Maxie B’s brand in front of the
customer—instead of a third-party branded website—customers will have a
seamless experience from order to pick-up. Whether it’s decadent layers of
chocolate cake or a picture-perfect strawberry shortcake, Upserve Online
Ordering allows the bakery to upload beautiful images of the sweets, matched
with descriptions that will make any customer’s mouth water. The pictures on
Maxie B’s website help the cakes sell themselves, which allows the bakery
to process nearly 1,000 orders during their busiest months using Upserve
Online Ordering. That’s a whole lot of cake.

ONLINE ORDERING EBOOK

The sweetest part? Maxie B’s gets their dough in their bank account just like
any other order, without waiting days for their money or paying pesky 30%
transaction fees for third-party online ordering services.

This saves Maxie B’s over

$10,000 a month in online ordering
fees that their competitors pay to
third-party providers.
“ We Started Seeing
Results Immediately”
How Kenji’s Ramen Increased Sales by
10 Percent with Upserve Online Ordering
As a restaurant owner who doubles as the owner of a computer wholesale and
importing business, Kenn Pluard is at the apex of foodservice and technology.
He knows how important that relationship is as he grows the Washington-
based Kenji’s Ramen and Grill, a business that saw a 10 percent increase in
sales from implementing online ordering.
By implementing an integrated online ordering solution, he keeps delivery
commissions in his pocket and runs a more efficient business. The 20 or so
online orders a day at Kenji’s Ramen avoid fees that can total upwards of 35
percent per order.
For perspective: on an average $13 order at Kenji’s, Pluard can keep $4.55
“
instead of paying that amount in commission to a third-party integration. In
one month, with just 100 orders, this totals almost $500; in a year, $5,500.
ONLINE ORDERING EBOOK
You have to have
online ordering.
It’s critical.”
Kenn Pluard, Owner
Kenji’s Ramen
What is Upserve Online Ordering?
Kenn Pluard shares the top criteria that every restaurateur
should consider when purchasing technology:

• Accept online orders straight from an embedded Upserve-powered

page on the restaurant’s existing website.
• Utilize the Guest Book features, building restaurant online ordering
guest lists for targeted marketing, or comparing spending against
other customer groups.
• Drive engagement with existing Upserve Loyalty programs that allow
the restaurant to nudge customers who are close to earning a reward.
• Take online orders as far as seven days in advance, alerting the
customer via email or text when their order is ready.
• Allow guests to place orders online with a Facebook or Google login,
saving them the hassle of having to create a new account.
• Select precise delivery zones via Google Maps.

ONLINE ORDERING EBOOK

Using Data Makes a Difference

Aside from maximizing efficiencies, restaurant technology can help restau-

rateurs get ahead by leveraging their own sales and labor data to make smart
decisions about everything from staffing to inventory.

Learn how Upserve can help make your business wildly successful.

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