How Restaurants Can Leverage Technology to Maximize Online Ordering Revenue on Game Days
With major sporting events like the Super Bowl and March Madness right around the corner, many restaurants are gearing up for some of the busiest days of the year. With more and more customers opting to order online, it's crucial for restaurant operators to optimize their online ordering systems to maximize revenue during the big game. Here are a few ways that restaurant operators can leverage their point of sale (POS) system and technology to enhance their online ordering experience and boost revenue.
Invest in a Powerful POS System and Online Ordering Platform
First and foremost, restaurant operators need to optimize their online ordering and delivery platforms to ensure that orders are handled correctly, every time. There is nothing worse than dropped orders or bottlenecks caused by inefficient or faulty procedures. By investing in a holistic, omni-channel POS platform and online ordering system, restaurant operators can build a comprehensive technology stack that can stand up to heavy-traffic game days.
For example, make sure the ordering platform is optimized for mobile. With more and more customers ordering on their smartphones, it's essential that an online ordering platform is mobile-friendly. This means that it should be easy to navigate, load quickly and be fully functional on a small screen.
Reduce Menu Bloat
Research shows that by eliminating superfluous menu items, restaurant operators can actually improve their sales. With more concise menus, customers don’t feel overwhelmed and can order faster during high-traffic times. Better yet, restaurant operators are able to cut down on overhead costs by optimizing margins.
In order to determine which menu items are their strongest and weakest sellers, as well as the most profitable and most cost-prohibitive, restaurant operators will need to tap into POS data. With the power of historical data behind them, restaurant operators have an opportunity to stand out amid the game day rush by rolling out promotions that are not only tailor-made for the consumer, but are also designed to be lucrative for the restaurant. This could include anything from discounted appetizer combos to creative tailgate packages to free beverages with any purchase over a certain amount.
Drive Customers to Download an Online Ordering App
While third-party delivery apps are increasingly popular, restaurant operators have an opportunity to avoid the unnecessary costs associated with those aggregators by leveraging their own online ordering applications, integrated with their POS system.
Restaurant operators will also need to invest in promotions in order to catch the attention of all those customers looking for options during a big sporting event. These can include things like free delivery, BOGO deals and more. By tying in promotions that encourage customers to download a brand’s proprietary app or order directly through the restaurant’s online ordering portal, restaurant operators will not only boost traffic to their site, but will also encourage customers to get acquainted with their online ordering platform for future orders.
Leveraging Data-Driven Insights to Build Loyalty Campaigns
Restaurant operators can analyze the data gathered from their POS system, including buying trends and customer demographics, to build an effective loyalty program that will create stronger relationships with existing customers during high-traffic moments like the Super Bowl.
Restaurant operators can also incentivize customers to use their loyalty program to receive special offers and discounts if they order directly through the restaurant’s online ordering portal. Loyal customers also spend more, with 15% of customers who are loyal to a brand generating anywhere from 55% to 70% of that brand’s total sales.
Popular game days bring a much needed boost to restaurant revenue during the slow winter months, especially when it comes to off-premise sales, which is why it is so important to leverage data-driven capabilities and omni-channel POS technology to ensure nothing gets left on the field.
About the Author
Mo Chaar is Chief Commercial Officer at Givex. Since joining Givex in 2007, Mo Chaar has helped the company expand its North American footprint. He began his tenure as a Business Development Manager before becoming Vice President of Sales for North America, and then moved to his current role of Chief Commercial Officer. In this role, Chaar oversees commercial strategy and development worldwide as well as managing the sales teams within North America. His experience in gift card, loyalty and POS has played a pivotal role in the success of some of Givex’s largest partners.