Winning The Online Ordering Battle – What Needs To Change?

A good number of us head home from work and order our dinners online- from our favorite apps or restaurants. We want to make the most of our time, and spending our evenings in the kitchen isn’t on top of our list of priorities. Before the time of apps, we did this by calling the local pizza place, reheating tv dinners, or picking something up on the way home. Now, we open an app and it’s done. We live in a world, where we want everything on demand- our television (Hello Netflix!), our friends (Hey Instagram!) and our food, all on-demand.

It’s no surprise that the online ordering market has reached a value of USD 82 Billion in 2018 in terms of gross revenue booked and is expected to double by 2025. Yet, this industry only services about 11% of the world population. It’s a heated battle to the top in this market where players are coming in every day and disappearing just as quickly. The sharks are eating up the big and small fish alike. Players like Deliveryhero sold their German arm to, and bought Talabat, and Zomato in the Middle East. Grubhub, Just Eat, Uber Eats are all examples of how a handful of players are dominating the American and European Markets.

Yet, not one of these names belongs to a restaurant. The supplier whose goods are being sold by these brands. Somehow, in an effort to make the cash registers ring, the restaurants have traded their brands in for more orders. The total investment made in the food delivery industry sat at USD 9.6 billion in 2018 alone. By outspending their supply base, aggregators won the restaurant’s customers and restaurants lost loyalists, repeat business and a lot of brand value.

It’s only in the past couple of years that brands have realized that the trade-off may not have worked for them as hoped. Brands have begun investing heavily in their own fleets, order generation, and management systems. At the same time, customers are now spending more time online on social media than ever before. In countries like the UAE, social media penetration is 99%. So while the money is going into generating sales and finding customers online, why are customers still flocking to aggregator apps?

Unless brands can give their customers the ordering experience of an aggregator app with additional benefits, it will be difficult to switch behavior. Considering the fact that online ordering platforms are now charging up to 30% of the order value as commission, the restaurants have no real choice but to offer their own delivery services. There are many ways to do this with a wide network of logistics, payment and order platforms out there. Each of these can help make restauranteurs independent- if you wish to add another 10 people to coordinate with to your day.

If like most restaurant owners, you have your hands full keeping the show running, you need an integrated online ordering solution. Something that can help you solve for order generation, management, & fulfillment, in one platform. Very few products exist that put your brand first while making this possible. Some players might have solved a few problems effectively but as a single platform solution, how do they measure up? Moreover, how does one decide what functionality to let go of?

Here are some questions you should ask yourself before choosing a native online ordering platform for your restaurant:

  1. Does this serve your customers well?
  2. Does this solution fit all the moving pieces of your business as it stands?
  3. Does it put your brand first?
  4. How much more time and effort will you have to put in to make it work?

1. Does this serve your customers well?

A smooth UI/UX, reliable and timely delivery, clear payment methods would usually be the factors you would watch here.

2. Does this solution fit all the moving pieces of your business as it stands?

Do your staff members, riders, managers and other team members feel comfortable using it? Can it be integrated with your current tech? How does it fit with your existing marketing channels?

3. Does it put your brand first?

Are you again paying someone for transactional value where your brand loses? Is this platform truly yours? Owned and built for you? Does it let you put your brand out there for your customers to interact with?

4. How much more time and effort will you have to put in to make it work?

Will it help your operation become more or less efficient? A good support platform would help you find time to do more, not take away your precious time.

These 4 focus areas are of prime importance if you really wish to save those ever-thinning revenue margins. Not only are consumers opening up to the possibility of ordering directly from restaurants to save on delivery fees and order minimums, but they are also primed for a shift in the online ordering space. So much so that players like Zomato are exploring the expansion of their dine-in loyalty program, “Gold” to delivery to retain users.

The battle here is to bring good experience to the end-user, beating the aggregators at their own game, and arming your brand for the blood bath to come in the online ordering space.

At RadYes, we focus on just one thing- putting restaurants first. And the best way to do that is to help them serve their customers. Our approach to online ordering is very simple. The customer is ordering your food, from your restaurant and as such, your brand comes first. We have combined our deep knowledge of consumer behavior in this space with what restaurants need and created a platform that serves both ends of the value chain.

Our Platform As A Service approach goes beyond just order generation. The intention is to create an organic, fully owned channel for your brand. This means the customer always sees you, via your social media and websites. We enable order generation, order management, logistics, and payments. All of this comes to you fully customized, fully integrated with the payment gateways, POS tech and logistics providers of your choice in our easy-to-use dashboard- Compass.

Our platform’s user interface comes in the form of a link that you can add to your website and social media and users can start ordering directly with you. No middlemen, no intermediaries. Just a direct transaction between you and your customers. With RadYes, every penny that you spend to get orders flowing in serves your brand awareness goals as well. As we said, we’re about putting restaurants first.

To know more about how you can get your restaurant on RadYes, schedule a demo with our product experts here.

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