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BEST PRACTICE // Online ordering

A guide to maximising

online order profits Eight tips to consider when offering delivery at your venue. WORDS James Eling SINCE THE 1950S, restaurants

which offers the convenience of

have been providing pick-up and

eating at home, in turn allowing

Use more than one online system

delivery services for customers

the restaurant to skip dealing

Online ordering systems can

wanting to experience great

with delivery personnel. Takeaway

close shop quickly. We have

restaurant food in the comfort

can scale well for kitchens that

already seen Delivery Hero and

of their own home. But over the

can sustain the throughput.

Foodora leave Australia abruptly,

past 10 years, large multinational

leaving restaurants scrambling

companies have entered the

Look at your pricing

Australian market, looking to

If Uber Eats or Deliveroo

place themselves between

are taking 35 per cent, you

restaurants and the customer.

should look at having different

Offer an ‘order direct and save’ campaign

The move has placed significant

pricing for customers ordering

Customers are loyal when they

pressure on margins, and some

through these channels. Some

are given loyalty discounts such

restaurants have closed after

restaurants have had success

as getting the tenth order free

accepting high numbers of

negotiating a lower rate of

after they order nine. The same

orders through these companies

commission and others have had

offer is provided by a number of

DELIVEROO

because they have been

a good experience increasing

online ordering services.

Its latest fundraising

shipping meals at a loss.

prices. One restaurant I spoke

to replace them.

The latest news from the big three players

round raised over AUD

of online ordering is more

cent and saw a decrease in

Focus on your dine-in experience

important than ever. The

order numbers, but retained the

The origin of the word

Deliveroo says the money

three main online ordering

same value by shipping each

restaurant is to restore the soul.

will be used to invest in its

aggregators in the Australian

order at a profitable price.

Some restaurants know this

London technology team

and do it very well. Enjoying the

and build new products.

Understanding the economics

with increased prices by 35 per

market are Deliveroo, Uber Eats

human interaction that comes

could help your venue get ahead

Leverage your POS or free restaurant online ordering systems

in the delivery game.

By using your POS or free online

be delivered.

and Menulog. Consider these tips, which

ordering systems, you cut out

Amazon as a core investor.

with dining out is an integral part of the product that can’t The introduction of large

Think about food packaging

the middleman. Venues can

order aggregator companies

capture customer details and

has fundamentally changed

Some meals travel well and others

provide a better service, be

online ordering, but we are

don’t. Pizza travels really well,

it delivery, pick-up or both.

seeing restaurants across

but burgers and chips don’t as

Some restaurants are saving

Australia using some or all of

they can become messy and are

thousands of dollars every

these techniques to not only

difficult to keep warm. Remember,

month by doing this.

survive online ordering, but to

you don’t have to deliver your

$827 million and included

UBER EATS Backed by Uber, the longterm play could be to deliver meals autonomously with self-driving vehicles which would dramatically decrease delivery costs.

thrive on it.

Build your database

James Eling is a global

MENULOG

If you don’t get the customer’s

restaurant marketer and

Look at offering takeaway only

Owned by UK company Just

email address, they aren’t your

the host of Secret Sauce,

Eat, Menulog has begun to

customer. Your database is a gold

a restaurant marketing

offer delivery in conjunction

Some customers are happy to

mine for turning new customers

podcast specialising in venue

with online ordering.

pick up their food from a venue

into repeat customers.

profitability. ■

entire menu.

10 | Hospitality

Profile for The Intermedia Group

Hospitality July 2019