Why Your Integrated Restaurant Ordering System Matters

There has been a lot of talk about the brave new world of F&B revolution in the past year or two. Consumer behaviours are changing the game of food. But before you rush into serving up the future, be sure to kickstart your to-do list by choosing the right online ordering platform for your business.

With literally hundreds of tutorials on best practices for restaurant websites, website creation seems like an easy process. Yet, many marketers are left asking — now what?  

Here’s an important note – your website is fuelled by the fact that potential customers are increasingly carrying out online searches to learn about your restaurant, the food you serve or even ongoing promotions before deciding if they should dine in.

43% of adults say they have used the Internet to place an order for takeout/delivery. 59% of adults have visited a restaurant’s website, while 58% have viewed a restaurant’s menu online.
— National Restaurant Association

Once you realise how powerful your website is as a restaurant marketing tool, you are capable of building so much more for your F&B brand, simply through your website!

Turn Your Visits Into Transactions

A nicely designed online menu might very well do the trick in converting curious prospects into new customers. With the right tools to help you help your customers in the buying journey, your appetising menu can do more than just teasing.

An integrated online ordering system doesn’t just turn your visits into transactions. With an all-in-one solution that’s easy to use for your customers, it doesn’t matter if they’re high-tech or low-tech. The seamless experience keeps them coming back.

Lady M is an example of a brand that was able to re-create its store experience online. By embedding a Call-To-Action (CTA) button on their landing page, the website directs visitors to the online ordering platform, allowing customers to make their purchases with no hassle. We loved how Lady M paid attention to the details: from the theme, choice of colours and down to the typeface. By keeping the overall look and feel of the brand consistent, they were able to create a memorable web experience for customers.

The goal is to have visitors feel like they’re walking into the most serene,
beautiful cake boutique where everything is delicious;
one bite of cake and all worries melt away.
— Ken Romaniszyn, Lady M

Streamlining What’s In The Back

While making it easy to use for your customers is one thing, here’s where an integrated restaurant ordering system addresses the core of your frustrations — it’s in the back. Where the frontend is able to set up a customisable online ordering platform in line with your brand, the backend is where the magic happens.

In the early days, when Lady M started to expand its operations, they were faced with a huge volume of cake orders from walk-in customers and online traffic. Due to limitations of an online ordering system built by website developers, the process proved to be overwhelming for their employees. For instance, they often found it challenging to collate orders or even set a duration for pick-up/delivery. With an integrated restaurant ordering system powered by Oddle, cake orders were documented in an all-in-one platform through iPads, making in-store operations more efficient.

What’s most important for F&B before deciding on an integrated restaurant ordering system however is not just how operations are tailored to the system, but how far an integrated system can work hand-in-hand with your operations.

An all-in-one platform means you get to spend less time on setting up your workflow and customising menus for your brand. It gives you full control on how you want to optimise your order flow, the experience you give to your customers and eventually, how far you want to grow with your business.

That way, you’re making the most out of tools you already have.


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