Pizza Today -March 2023 - 26

OPERATIONS
Online
ordering
cuts labor
costs and
increases
sales
By Annelise Kelly
O
nline ordering has grown
exponentially in recent years,
accelerated by the smart phone
revolution that placed a high-powered
computer in everyone's pocket.
Other contributing factors include
peer-to-peer delivery like Uber Eats
and Grubhub; a global pandemic that
shut down indoor dining and encouraged
contactless transactions; and a
post-crisis recovery characterized by a
labor shortage and higher wages.
Notably, online ordering jumped by
3,868 percent in large suburbs from
February to April 2020, according to
data from Upserve, a leading restaurant
management platform.
In fact, the long-term culture of
delivery and carryout that characterizes
the pizza industry makes pizzerias
among the best candidates to benefit
from online ordering. It's safe to say
that online ordering plays a bigger role
than ever in the success of pizza operations.
However,
even though online ordering
and delivery have grown 300
percent faster than dine-in traffic from
2014-2020 (according to Upserve),
many pizzerias are either not using
online ordering or not taking full
advantage of their existing systems.
Here's some information on why pizzeria
operators will benefit from online
ordering; how to choose the right
system; and how to get the most out of
your new or existing online ordering
system.
PLACE ORDER
PL
RDER
Benefits of an Online Ordering
System
The pizza arena is crowded and
competitive, and every operator needs
to maximize revenue while attracting
customers with convenience, quality
and service. Customers are now used to
controlling the transaction, and online
ordering fulfills this expectation. Many
customers assume they can order online,
26 / PIZZATODAY.COM / MARCH 2023
and may go elsewhere if they can't.
Restaurants are facing staffing challenges,
and online ordering allows staff
to focus on other tasks such as building
pies or serving in-person customers.
A constantly ringing phone disturbs
guests and interrupts workers' continuity,
plus the loud environment on either
side of the phone line can make it hard
to hear and record an order accurately.
At its best, online ordering saves
labor while being simple, seamless and
accurate.
" With the addition of kiosks in-store,
operators can have as much as 50 to
90 percent of their orders placed without
human interaction, between web
order services and kiosk services
in-store, " according to Freida. This
reduces staffing crunches by taking
employees off of order-taking duty so
they can perform higher-value tasks.
Plus, you'll never lose a customer to a
busy signal.
Automated upsell suggestions can
increase your per-ticket revenue. " The
site or app can upsell to the customer:
hey, do you want breadsticks or do you
want a drink? " says Figueroa. These pop
ups can increase sales.
" For our users, average online orders
are between 7-24 percent higher in total
than over the phone or in-store, " says
Tim Freida, VP of Sales at Microworks,
which makes Prism POS. " Some locations
reach as high as 30-40 percent
higher average tickets placed via online
ordering, depending upon their market
demographics. "
Freida describes a content-sensitive
upsell feature that offers a sequence of
offers that are predicated on the initial
order. For example, the customer sees a
different suggestion if they order a pizza
versus a sandwich.
Importantly, this technology appeals
to younger, tech-savvy, digitally dedicated
customers who value convenience
and reliability.
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