Potential Pitfalls with Your Online and Mobile Ordering Solution

by David Schofield2 Min Read

Virtually all restaurant and takeout ordering technology providers claim the implementation of their specific applications will lead to substantially more business. And while some do, an avalanche of orders slamming kitchen staff all at the same time during peak dining hours is not most restaurateur's idea of better business. That process leads to order mistakes, overwhelmed staff, longer wait times and takeout orders being picked up by guests at incorrect times. The original promise of new business comes at an enormous price that, in the long run, is simply unsustainable and compounding the problem altogether.

The benefits of any restaurant takeout ordering technology really should aim to drive new business to the restaurant while eliminating costs, reducing the need for labor and elevating the takeout guest experience. This is exactly how a fully integrated online and mobile system, complete with order management works. It’s a fairly new concept – but a simple one.

The order management model is an extension of the restaurant brand.

Most takeout ordering technology is built to simply dump orders on the kitchen staff regardless of the current dine-in activity level. Furthermore, many mobile phone ordering app providers remove themselves from order responsibility and accountability after order processing. And when there is an issue, the restaurant is largely in the dark and the guest blames the restaurant for the error as well as the poor experience.

However, there are technology options that include order management which essentially begins with a kitchen tracking component that monitors the current dine-in and takeout order volume and appropriately meters the influx of newly placed takeout orders according to the business rules established by the restaurant operator. These takeout orders are then properly served with a vast reduction for error. As such, technology solutions with order management automatically monitor and adjust pick-up times as needed based on the activity level. It even flags a dedicated team of Order Managers to communicate any order relevant updates and information back to the guest directly should there be a change or issue. The order management model has proven to provide a higher return on investment for restaurants because guests are receiving orders without error, and arriving at appropriate pick-up times.

And as far as the mobile apps that essentially “wash their hands” of the orders originated from their platforms, technology providers equipped with an order management system manage and own the ordering responsibility throughout the entire process - from placement to customer pick-up. Essentially, the order management model is an extension of the restaurant brand by providing takeout guests the same high level service and experience as the dine-in guests. It really shouldn’t matter if they are dining in or taking out their food – operators want them all to have a top quality experience. But, unfortunately, many technology providers simply want to sell their product to the operators.

David Schofield

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David Schofield is Chief Executive Officer for Restaurant Revolution Technologies, Inc., which provides restaurant chains nationwide with easy-to-implement phone, online and mobile takeout, order management, customer loyalty and catering solutions.

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