All business owners should use the internet and digital platforms, especially in the restaurant industry. A digital presence can make or break even the most incredible business model or award-winning chef’s restaurant. Whether a restaurant has one store or over 1,000 stores, it is crucial to get it right. If we look closely at successful restaurants, there are a few key things they are doing digitally that will be important to utilize for your own restaurant’s digital landscape.
Debunking Third-Party Platform Myths
Many misconceptions exist about using digital food delivery services like DoorDash, GrubHub, UberEats, etc. The illusion is that “the restaurants lose nearly all profits through fees and delivery costs using the 3rd party services”. Now, it is true that these platforms charge a sizeable fee to use on a per-transaction basis that goes to the platform and the delivery person. But it is not something that will break a restaurant’s business model and provides other values.
Digital Platforms as a Marketing Tool
Yes, the platform (like UberEats, for example) takes some fees for using their service. But they provide a considerable measure of built-in marketing and reach the restaurant would not typically be able to access. Think of it this way; a restaurant has a website that maybe gets a few visitors today and an order or two if they’re lucky. But digital platforms like GrubHub receive thousands, if not millions, of users and orders daily. When a restaurant offers food through one of these services, it gives them access to many customers they would not usually be able to access and an even better way to grow a restaurant’s digital landscape.
Digital Platforms Offer Great User Functionality
Not all restaurants are set up or have the capability or budget to build their propriety website with a built-in menu ordering system and delivery option. The infrastructure needed to make this requires many different pieces and a web designer with substantial experience in the field. Small restaurants cannot do this; with many not having a website, it is not feasible.
In a restaurant’s digital landscape, platforms like GrubHub allow restaurant owners to add their dishes and use the built-in ordering system in a few minutes. A restaurant’s menu options are there for all to see, and these platforms are easy to use for even the least tech-savvy restaurant owner out there.
These Platforms are Not for Delivery Only
Some people don’t realize that these digital food ordering platforms also offer customers the ability to pick up food. Some people who live in cities never order delivery, yet they can still find a local restaurant and place a pickup order through one of the popular digital platforms. This plays a few beneficial roles in marketing the restaurant and showcasing the space when a diner picks up their order. In big cities like New York, knowing every single restaurant in your neighborhood isn’t possible. You can get in front of more customers in your local area through a digital platform without spending on advertising.
You Cannot Gauge Customer Sentiment
This is just not true. In a restaurant’s digital landscape, people who order food through a delivery app have an opportunity to share their experiences with others. There are built-in review systems and comments that users can post. This means restaurant owners can gauge the sentiment of people using the delivery service or picking up food through a digital platform. If people are happy with the food they receive, they may be inclined to leave a review. If they are unhappy, restaurant owners should look at digital platform orders as seriously as diners sitting in the restaurant.
Get On Board with Digital Platforms and Try It
In a restaurant’s digital landscape there is no downside to utilizing a digital delivery or food pickup platform like DoorDash, GrubHub, UberEats, etc. Restaurants can reach more customers and help grow their brand awareness. The fees associated with using these services are minimal compared to their benefits. Provide quality food and service, and diners will likely order again without the app and come in for a meal. Get set up in no time and at no cost, so be sure you’re taking advantage of these services if you’re not today.
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