Your Digital Diners want Convenience when Ordering Online — It’s time to put your customers first!
To capture and keep the interest of an increasingly digitally present customer base, restaurants must offer the food they want, where and when they want it most. The most recent research by The NPD Group points to one solution, offering digital convenience when ordering online, by embedding online ordering into their day-to-day lives via messaging and social media channels.
NPD Vice President David Portalatin has said, “[Digital and delivery] are really among the only sources of growth in the industry.”
NPD has found that total restaurant traffic has been stagnant in recent years, but that total restaurant delivery orders grew by 6% over the last year, amassing 1.9 Billion by December 2018.
“Digital is a little more than half of all delivery … It’s growing like crazy. The future is on the smartphone. [Gen Z is] the generation who can Facetime their friends, text their moms and order a pizza all at the same time,” Portalatin added.
These digital diners along with Millennials, tend to arrive to the digital channels of a restaurant brand to do pretty much everything. From staying up to date, see what’s on the menu and prices, read reviews, and most importantly place an order or re-order.
This makes offering convenient, native ordering directly within messaging and social media channels imperative. Companies like Say2eat have mastered this approach, as a direct sales channel for restaurants with higher conversion, automated re-targeting, full ownership of customer data and simple convenient ordering when and where your customers crave.
“For operators it’s not just enough to facilitate digital to place an order,” said Portalatin. “They need to mine customer data. [Make mobile] sticky.”
Doing more with digital
One restaurant brand who has already seen massive gains thanks to this approach are Moe’s Southwest Grill.
Moe’s Southwest Grill is capitalizing on their strong digital following to deliver an “enjoyable experience” for their customers, especially when they order online. Say2eat offers a similar Direct Sales approach for brands with any digital presence at all, let alone that of a rising giant like Moe’s.
“Convenience is a big part of it. Loyalty is a big piece. I also think a big part is experience,” said Jenny Williams, marketing director for Moe’s. “You need to make sure you’re consistently being your brand wherever your guests interact with it.”
Williams also stressed the importance of getting to know your audience, while owning all customer data, trends and ordering behaviors. The value of that sentiment cannot be understated, making Say2eat’s platform that delivers all customer data to the restaurant brand even more streamlined.
“We’re following behavior closely through the order process,” said Williams. “We’re using that information strategically and responsibly.”
Say2eat’s white label solution enables chains and restaurants to create personalized consumer engagements that lead to desired business outcomes.
We are a one-stop-shop for empowering your digital strategy, by providing a seamless solution across all voice and message applications (e.g. Facebook Messenger, SMS, iMessage, Amazon Echo, Google Home, etc.). By implementing core technologies and transforming business operations to scale global loyalty, our omni-channel commerce creates a smart, brand customized and conversational user experience. This leaves brands with an everlasting impression of convenience, efficiency and ease of use that promotes consumer loyalty and retention.