Does my POS’s online ordering do enough? (Part 1)

So you have just installed a new POS system for your business or just installed your POS’ free online ordering system. But is it the best option for your business? The Covid pandemic was a time of great change and flux both personally, professionally and greatly affecting almost all industries, none more so than the restaurant industry. As a result, the need for online ordering became not only important, but essential. To meet this new demand, POS companies around the globe rushed to create online ordering systems for their POS. But are they any good? The main advantage being they integrate with the POS, however with so many online ordering specialists now integrating with multiple POS systems both directly and via 3rd parties, should restaurants persist with them?

POS systems come in all different shapes and sizes, addressing the needs of different kinds of business’ depending on their requirements. So even within the POS space there are specialists for different kinds of businesses, with different features to manage tables, staff, shifts, stock, menu items and more. However, all these companies were now expected to become experts in online ordering because of Covid. Yes it is in the same space, but the technology is very different. Like asking a soccer player to be just as good at American football, it just doesn’t work like that. 

So POS companies scrambled to build online ordering for their restaurant users, and had to do so in a panic and rushed them. Time and time again, our teams encounter restaurants whose business’ struggle because their POS online ordering is just too basic. It doesn’t have good modifiers, has no loyalty or marketing functionality, absolutely no support, no front end design or it doesn’t integrate into the website, doesn’t provide an app, has no upselling to maximize customer spend, you can’t allow for tips or has no delivery zone management capabilities. The list goes on and on, and many, if not all of those features, are no longer just “nice to have” but becoming absolutely vital.

What we see in business nowadays is specialists for every area. Jack of all trades does not cut it anymore. Expertise in specific areas gets better results, of course it does. Sometimes it can cost a little more, but the returns more than justify it. Online ordering technology is the same. Let’s dig into why!

Website Integration

So many online ordering systems, whether POS versions or “specialists” do not provide website integration. Many restaurant owners don’t even realise their online ordering is not integrated. Just check your website address when you click “Order Online”. Does it say “POSprovider.RestaurantName.com” or something similar? That means your POS is hosting your online ordering menu, not your website. But why should you care?

Hosting your own online ordering means your website gets the benefit of the site visit, improving your google ranking. Also, if you run online ads, directing people to your online ordering page, your POS company is getting that visit, not you. This means you cannot retarget those visitors, who you know like your products, with ads after they visit. This has a massive impact on your marketing capabilities and ultimately your revenue. You should benefit from your site visits, not your POS provider.

White Label Ordering Apps

Years ago, apps were all the rage for 2 reasons. Firstly, apps were a relatively new concept and businesses loved the idea of having their own app. Secondly, online ordering technology was not advanced enough to integrate into a website, look good, be mobile optimized, etc. Nowadays this has changed. People download apps less and with people being able to visit your website, they go there. This is mostly true for independents, however multi-site brands should have their own app. POS companies, for the most part, are unable to provide you with this. 

Having your own app allows a business to communicate with its customers through push notifications. These are free messages you send through to your app for your customers to read. This could be a promotion, a new product or any general announcement you wish to share with your fans. This is a very powerful tool that is often not provided when restaurants use their POS online ordering.

Upselling

All restaurants know what upselling is, however it is hardly ever available within online ordering. Even specialist online ordering companies fail to upsell to customers. Yes, they might ask if you want certain items when in a meal deal option, but are you suggesting items to customers during every step of their buying journey? 

Forgetting POS online ordering, our research has showed even the specialists are not doing this well. Menu customers generally see an increase in average customer spend of around 22% as a result of upselling. Why prevent yourself from increasing online sales by 22% because one simple feature is missing. Extrapolate that 22% over the course of a year. That is worth thousands, maybe tens of thousands, due to a single feature. This is why it is worth using specialist systems that are built to maximize revenue.

Delivery Driver Integration

The big dilemma for restaurants is they will use a POS ordering system for Take Out / Collection and then re-direct customers to over priced aggregators to utilise their drivers at a rate of 15%-35% commission. The apparent lack of needing to hire and manage drivers can be seen as worthwhile, but it really isn’t. Every restaurant has an issue with aggregator pricing, but it becomes a necessary evil and provides new customers and provides drivers. However, they end up owning your online business and you, the restaurant, pay for the privilege. Profits and customer data down the drain for a 70% stake of your own business?

Solutions like MENUU and others, allow customer to table order, take-out, delivery, curbside on one seamless ordering experience with driver management features to automate pricing, distances, area coverage and more. “But I don’t have my own drivers!” you cry. MENUU allows you to integrate with aggregators' driver network, while processing the orders through your own system. A fee anywhere from $5.99-$8.99 for delivery is charged which you can split or pass onto the customer. 

MENUU for example integrates with DoorDashDrive & PostMatesFleet, providing all its restaurants with nationwide integrated delivery personnel, which they don’t even have to pay for! This doesn’t affect your margin at all, you can keep the customer data and you don’t need to redirect your customer off site to receive the order! Don’t work harder, work smarter.

If you would like to chat with Rowan about your restaurant needs, please book an appointment with him here.