As restaurants and bars begin to open up again, many are considering to use of online ordering systems to minimise contact with the guest. Also, many venues have expanded focus on takeaway services during the COVID period embracing online ordering and delivery platforms to maintain a connection with their customers.
Capability
Venues can offer several services via online mediums such as, pick up a takeaway, delivery takeaway and in-seat ordering. In addition to this, some additional functions can be critical to operators and guests like real-time order tracking, maps and location services, loyalty tracking, CRM growth and marketing tools. Understand the drivers for your business and select the provider that best meets your needs.
Costs
Many venues have considered moving to online ordering to replace menus and lessen contact with the guest. This seems a logical step given many outlets increase there to focus on takeaway and delivery services during the COVID period and an extension of these online services is simple. Be aware that by doing so you will incur costs of approximately. 5% of revenue, once 2% -2.5% in credit card fees and 2.5%-3% in fees for the online service. Unlike many online service providers in the US who charge a flat monthly fee, Australian providers all charge a commission on revenue which include all revenue types. This will change over time as this market matures and competition increases. If you are considering an online service that offers marketing and delivery services such as Uber Eats and Deliveroo, consider your alternatives as these providers can charge fees up to 35% of revenue, costs this high are not sustainable in the Australian market.
Support
Many of these online service providers are located overseas and rely on automated communication systems. However, there is a range of local service providers that are offering quality products. Investigate the product and give preference to local providers that will be more responsive to you and your business—Australian platforms Mr Yum, MeandU and Bopple.
Integrations
Many Point of Sale systems offer additional online ordering services; this is a logical business extension for this industry, this some time makes it hard to get their support when integrating with 3rd party systems. The fact is these days, most systems can integrate, but the task can become complicated when companies offer an in-house solution. Be careful to understand the integration process between your online ordering system and point of sale. Find examples of successful integrations to set your mind at ease.
Marketing Service or Communications Tool
Some online service providers offer the venue operator marketing exposure such as Uber Eats, Menu Log and Deliveroo. Other apps or systems provide a platform for the venue to interact with consumers to be marketed by the venue operator. Understand your current market positioning. If you already have a strong consumer base, you will only need to enhance your business with an enabling online service don’t pay higher fees for “marketing service”.
If you need any further advice or assistance on navigating this challenging period, please get in touch.