Is An In-House Online Ordering System Better Than a Third-Party App For Your Business?
- Vicki McKenzie
- 1 minute ago
- 4 min read
Let’s be honest, online ordering and delivery systems are sticking around like that one friend who never leaves the party. About 35% to 50% of total orders in the fast-food and quick-service restaurant world are jumping on the digital bandwagon, and over 70% of Australian consumers are tapping away on their phones to order food at least once a month.
As for me, I’m not exactly a fast-food fanatic, but if I can order online from my local Thai, Indian, or that cozy wood-fired pizza joint (instead of those big pizza chains), count me in!
So Why is an In-House System is Better Than a Third-Party App?
Keep All the Profits
Provide a Customised Experience
Keep Full Control
Gather Vital Customer Data
Build Customer Loyalty
Protect Your Brand Image
Help You Stand Out
Keep Your Profits!
The best part about having your own online food ordering system? You get to keep all the dough! No more handing over a slice of your pie to those third-party delivery apps that gobble up 15 to 30% of each sale. Plus, if you whip up your own in-house software, you'll be saving a bundle, because who wants to spend extra dough when you can keep it in your own pocket?
Although you incur flat fees for your website hosting and initial build, the revenue from the orders will be entirely yours.
Provide a Customised Experience
Using a food delivery portal, your restaurant becomes just another name among many. However, with your own online ordering system, you have the ability to tailor every aspect of the ordering process, from the menu's appearance to the special offers that reward your loyal customers.
Additionally, you can make immediate adjustments. If a dish is unavailable or you wish to modify a price, you can update this information right away. Relying on a third-party portal to handle your request could result in losing customers and receiving negative reviews.
Keep Full Control
This aspect is incredibly important and cannot be overstated. Having complete control over the ordering experience ensures consistency, which is essential for building customer loyalty. When customers place an order with your restaurant, they will use your own food order website or branded online ordering app, rather than a different app.
Gather Vital Customer Data
Food delivery platforms retain all customer information, so you don't really know who your customers are. With a restaurant online ordering system, you can familiarise yourself with your customers and gather their data. This allows you to interact with them directly instead of relying on another company to do it on your behalf and represent your brand.
You will discover which dish is the most popular, identify your most loyal customers, and understand their ordering habits. This insight can help you continuously improve your menu and offer tailored experiences that reach the right customers.
Create promotions and meal bundles around best sellers and offer discounts to encourage more orders. The customer data can also be utilised to generate and deliver personalised customer service.
Build Customer Loyalty
By having your own restaurant order-taking system, you foster a stronger sense of customer loyalty. When using a third-party app, a customer might order from you once and choose a different restaurant the next time. Their loyalty will be to the app, not to your establishment.
Even if your food is outstanding, the abundance of choices available makes it less likely for them to pick you again. The competition is intense, and the inability of your brand to stand out exacerbates the situation. By offering online ordering directly, your restaurant becomes the main attraction.
Protect Your Brand Image
Owning your own online food ordering system allows clients to contact you directly if there’s an issue with their order or the food. This enables you to address the problem firsthand. In contrast, with third-party online delivery platforms, clients cannot reach you directly, and you miss out on their feedback. As a result, you are unable to receive crucial information needed to enhance your service or products.
Furthermore, recent studies indicate that 76% of customers blame the restaurant for errors made by third-party delivery services. Therefore, even though you have no control over the delivery process, you may still be held responsible, potentially putting your business reputation at risk.
Help You Stand Out
Implementing your in-house online ordering system helps your restaurant stand out, rather than getting lost among numerous similar restaurants on third-party platforms like DoorDash or Uber Eats. On these platforms, your restaurant may be hidden at the bottom of a lengthy list, making it difficult for customers to find. With your own system, you face no competition.
This approach not only allows you to enhance your brand but also meets customer preferences. 70% of customers prefer ordering directly from restaurants rather than through a third party. Take advantage of this by providing a unique experience to your loyal customers.
Conclusion
The online food delivery craze is like a whirlwind romance for restaurants, leaving owners to decide whether to swipe right on delivery platforms or find the perfect online ordering system that suits their fancy.
If you're already cosying up with third-party apps but want to lure those customers to your own website, woo them with irresistible loyalty perks, exclusive dishes that are only available on your site, and discounts that make their wallets sing.
Right now, customers are like superheroes on a mission to save local businesses. They know those sneaky food ordering apps gobble up a big chunk of your profits. So, if they realise they can order directly from you, they'll probably leap at the chance faster than a speeding bullet. Start your quest for the ultimate online ordering software to take orders directly through your website faster than you can say "extra cheese, please!"
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