How Ordering 2.0 is Reshaping Restaurant Digital Engagement

Outpacing your competitors in the restaurant industry isn’t just about serving delicious food — it’s about creating strong and valuable digital connections with customers. Although many restaurants already offer online ordering, they are stuck with outdated systems that don't help them achieve this goal or overcome the gap between customer needs and restaurant offerings. However, what may seem like a challenge can also become an opportunity. The path forward is what I call Ordering 2.0, a new way to reimagine restaurant digital engagement.

Ordering 2.0 is a paradigm shift, transforming online ordering from a mere transaction into a focus on creating memorable experiences that keep customers coming back for more. This innovative approach is a seamless blend of cutting-edge technologies and customer-centric strategies, turning every digital interaction into a chance to build loyalty and drive growth. With 74% of consumers likely to buy based on experiences alone, this evolution in online ordering is essential for restaurants that want to thrive rather than just survive in today’s digital-first world.

Understanding the Limitations of Ordering 1.0 

The shortcomings of Ordering 1.0 are becoming harder to ignore. A solution that was once groundbreaking is now holding businesses back. Legacy systems bring numerous challenges through:

• Generic interfaces that hinder brand differentiation and deprioritize user experience, which eventually increases cart abandonment.
• Complex management of orders across different channels, resulting in complicated and inefficient operations.
• Traditional, one-size-fits-all customer support that doesn’t cater to the unique needs and specific requirements of every brand. 
• Outdated platforms that fail to respond to changing consumer behaviors and preferences. 

We live in a fast-paced and highly competitive world, and holding firmly onto old models simply won’t cut it anymore. To stay ahead and foster growth, restaurant industry leaders need to embrace more flexible, innovative, data-driven solutions.

Revolutionary Potential

Ordering 2.0 is not just an upgrade; it represents a complete rethinking of customer interactions in the digital world. The new model aims to overcome existing hurdles and provide:

• Customized Brand Experiences. Adaptable platforms enable you to design unique, unforgettable experiences that resonate with customers.
• Simplified User Experience. With user-friendly interfaces, ordering becomes fun and effortless for your guests.
• Centralized Management. A hub for all operations makes management across your channels seamless.
• Adaptable Drivers of Growth. Modular systems offer you the freedom to scale and change over time.
• Holistic Data Ownership. Customer data belongs to your brand, allowing you to gain deep customer insights and conduct targeted marketing.
• Personalized Support. Agile support improves operational efficiency, functioning like an extension of your restaurant’s team.
• Innovative Technology. Modern solutions that are adaptable to quickly changing consumer trends and demands empower you to stay ahead and prepare for what's next. 

By addressing some of the industry’s most critical challenges, Ordering 2.0 fosters a completely transformed digital experience that resonates with customers. From customizable interfaces to data-driven marketing, it equips restaurants with the tools to create a distinctive brand experience, simplify user journeys, and ultimately drive deeper customer engagement.

Shift Towards Ordering 2.0

Innovative brands such as Crumbl Cookies are already tapping into the benefits of this transformation. Their app offers a differentiated ordering experience that enables customers to track rewards, personalize orders and build stronger brand bonds. Similarly, Dutch Bros focuses on unified, personalized experiences that go beyond transactions. This kind of interaction moves away from the transactional nature of Ordering 1.0. These companies have already figured out that offering seamless and immersive online ordering experiences is vital for enhancing customer loyalty and uplifting business performance.

Overcoming Challenges in Implementation

To maximize the benefits of this next-gen approach, adopt a proactive strategy and consider a series of easily managed steps. To avoid compromising on data privacy issues, insist on strong security measures while remaining transparent with customers about how your restaurant uses their data. You can address staff resistance through comprehensive training and highlighting how these changes will streamline their work and add additional value. On the technology side, the most effective way to handle integration complexity is to partner with experienced technology providers.

The Future of Digital Engagement

Ordering 2.0 is set to fundamentally reshape the restaurant industry. We already see dynamic pricing, gamified ordering experiences, and voice-activated systems enhancing the dining experience. Imagine AI assistants offering personalized recommendations, augmented reality menus bringing dishes to life, or blockchain technology providing ingredient transparency. Forward-thinking restauranteurs who embrace this change can create digital experiences that attract repeat business and provide sustained growth for their brand. To truly succeed, brands must view digital ordering as a powerful innovation tool. It's time to seize Ordering 2.0 and its transformative opportunities or risk losing the momentum to those who decided to act.

About the Author

Savneet Singh is the President & CEO of PAR Technology Corp. (NYSE:PAR), one of the largest restaurant technology companies in the world. After taking the helm at PAR, he restructured and recapitalized the business from near bankruptcy to a market cap of over $1 billion. 

Singh is also a partner of CoVenture, LLC, a $2.5b multi-asset manager with funds in venture capital, direct lending, and cryptocurrency. In 2009, he co-founded GBI, a large financial software platform that allows investors to buy, trade and store physical precious metals. Prior to GBI Savneet worked in the investment banking department of Morgan Stanley.