Why Online Ordering is No Longer Optional
The restaurant industry has fundamentally changed. According to recent industry data, online food ordering has grown by over 300% in the past decade, and this trend shows no signs of slowing down. For Canadian restaurants, online ordering now accounts for 30-40% of total revenue, and that percentage continues to climb.
The Numbers Don't Lie
- 67% of consumers order food online at least once a month
- Online ordering customers spend 23% more on average than in-person diners
- Restaurants with online ordering see 30% higher revenue growth
- 85% of consumers prefer ordering directly from restaurants over third-party aggregators
Step 1: Choosing the Right Online Ordering Platform
The platform you choose will significantly impact your profitability and operations. Here are the critical factors to consider:
Commission Rates and Fee Structure
This is where most restaurants make or break their online ordering profitability:
- Traditional platforms: 20-30% commission + marketing fees + monthly subscriptions
- Direct ordering platforms: 5-15% commission with transparent pricing
- Hidden costs to watch for: Setup fees, payment processing fees, marketing charges, tablet rentals
Example calculation: A restaurant doing $10,000/week in online orders would save approximately $800-1,000 weekly by switching from a 25% to a 5% commission platform. That's $40,000-50,000 annually.
Integration and Ease of Use
Your platform should integrate seamlessly with your existing operations:
- POS system integration to avoid double entry
- Kitchen display systems for efficient order management
- Inventory management to prevent overselling
- Customer database for marketing and loyalty programs
Step 2: Optimizing Your Digital Menu
Your online menu is your primary sales tool. Here's how to make it work harder for you:
Menu Photography Best Practices
Quality photos can increase order values by 20-30%:
- Use natural lighting or professional lighting equipment
- Show portion sizes accurately to manage expectations
- Photograph your signature dishes first - these drive orders
- Update photos seasonally to keep your menu fresh
- Consider hiring a professional food photographer - typical cost $500-1,500, ROI is immediate
Menu Descriptions That Sell
Your descriptions should be detailed yet concise:
- Include key ingredients and preparation methods
- Highlight what makes the dish special or unique
- Mention dietary information (gluten-free, vegan, spicy level)
- Use sensory words: "crispy," "tender," "savory," "rich"
- Keep descriptions to 2-3 lines for readability
Strategic Menu Organization
How you organize your menu impacts what customers order:
- Place high-margin items at the top of categories
- Use categories that match customer search behavior
- Create "Popular Items" or "Staff Picks" sections
- Limit menu size - too many choices decrease order completion
- Group complementary items together to encourage add-ons
Step 3: Setting Up Operations for Online Orders
Kitchen Workflow Optimization
Online orders require different kitchen management:
- Dedicated prep station: Consider a separate area for online order assembly
- Packaging materials: Stock appropriate containers, bags, utensils, napkins
- Quality control: Implement a final check before orders leave the kitchen
- Timing accuracy: Set realistic preparation times - accuracy builds trust
Order Management Best Practices
Efficient order management prevents errors and delays:
- Auto-accept orders during off-peak hours to speed up processing
- Set buffer times during rush hours to prevent over-promising
- Use order tracking to keep customers informed
- Train staff specifically on online order procedures
- Have a backup plan for when the platform goes down
Step 4: Pricing Your Menu for Online Success
Understanding Your True Costs
Online ordering has different economics than dine-in:
- Platform commission (aim for 5-10% maximum)
- Payment processing fees (typically 2-3%)
- Packaging costs ($0.50-2.00 per order)
- Marketing and promotion costs
- No front-of-house labor costs (savings!)
Pricing Strategies That Work
You have several approaches to pricing:
- Same prices as dine-in: Absorb the commission as customer acquisition cost
- Slight markup (5-15%): Cover platform fees while remaining competitive
- Service fee: Add a transparent service/delivery fee to orders
- Minimum order value: Set minimums to ensure profitability per order
Step 5: Marketing Your Online Ordering
Launch Strategy
Create buzz around your online ordering launch:
- Offer launch discounts (10-20% off first orders)
- Promote through email lists and social media
- Add signage in your restaurant
- Train staff to mention online ordering to customers
- Create social media content showing the ordering process
Ongoing Marketing
Keep customers ordering regularly:
- Email marketing: Send weekly specials or new menu updates
- Social media: Post food photos, behind-the-scenes content, promotions
- Loyalty programs: Reward repeat customers with points or discounts
- Google My Business: Keep your listing updated with online ordering options
- Customer reviews: Respond to all reviews, encourage satisfied customers to leave feedback
Step 6: Delivery and Pickup Operations
Offering Pickup
Pickup orders are more profitable (no delivery costs):
- Create a designated pickup area to avoid dining room congestion
- Offer pickup time windows (e.g., "Ready in 20-30 minutes")
- Provide clear pickup instructions
- Consider offering pickup discounts to encourage this option
- Use SMS notifications when orders are ready
Managing Delivery
If offering delivery, you have options:
- In-house delivery: Full control, but requires drivers and insurance
- Third-party delivery partners: Less control, but no overhead
- Hybrid model: In-house for nearby, third-party for farther areas
Step 7: Tracking Success and Optimization
Key Metrics to Monitor
Track these metrics weekly:
- Order volume: Number of orders per day/week
- Average order value: Aim to increase over time
- Order accuracy: Should be above 95%
- Preparation time: Meet or beat estimated times
- Customer ratings: Maintain above 4.5 stars
- Repeat customer rate: Target 30-40% within 30 days
- Revenue and profit margins: Track separately from dine-in
Continuous Improvement
Use data to optimize performance:
- Analyze which items sell best online vs in-house
- Test different menu descriptions and photos
- Experiment with pricing strategies
- Try different promotional offers
- Adjust prep times based on actual performance
Common Mistakes to Avoid
- Choosing platforms by commission alone: Consider ease of use, support, and features
- Using poor quality photos: Invest in professional photography
- Complicated menus: Keep it simple, especially when starting
- Ignoring packaging quality: Food presentation matters for delivery
- Not training staff properly: Online orders require different procedures
- Setting unrealistic prep times: Better to over-deliver than disappoint
- Forgetting about existing customers: Promote to your current customer base first
Getting Started with Platesready
At Platesready, we make launching online ordering simple:
- Setup in 24 hours or less
- Only 5% commission - keep more of your revenue
- No monthly fees or hidden charges
- Free training and onboarding
- Dedicated support team
- All the features you need: analytics, marketing tools, customer management
Whether you're just starting with online ordering or looking to switch from a high-commission platform, Platesready provides the tools and support you need to succeed. Join hundreds of Canadian restaurants already growing their business with fair, transparent pricing.