A restaurant’s online ordering system isn’t just a side hustle, or something that is an extra to your business. It’s a core part of getting more sales. If you’re still treating it like an afterthought, it’s time to change that, because optimizing your online ordering system can boost your revenue, build customer loyalty, and streamline operations. Here’s how to do it right.
Step 1: Choose the Right Platform
First of all, your ordering system should be fast, clean, and easy to use (especially on mobile). There are several platforms to choose from, including Toast, Square, ChowNow, and even something custom-built through your website. The key is to make sure it integrates smoothly with your POS and kitchen workflows.
And keep an eye on those fees. The big-name third-party apps might get you visibility, but they can also eat up your profit margins. The more control you have over your platform, the better. Here’s a quick guide to help you choose the right online ordering system for your restaurant.
Step 2: Streamline That Menu
Your full dine-in menu doesn’t need to live online. In fact, it probably shouldn’t. Instead, curate your digital menu for speed, simplicity, and delivery-friendly items.
Focus on your bestsellers and high-margin dishes. Remove anything that doesn’t travel well, like dishes that get soggy or lose quality in a to-go box. And don’t forget to use high-quality photos and short, engaging descriptions. This is your chance to make people hungry with just a few words and a glance.
Step 3: Make Checkout Fast and Painless
If someone’s made it to the cart, don’t let clunky checkout slow them down. Keep it frictionless, people want food, not forms. Some quick tips:
- Don’t require customers to create an account.
- Accept a wide range of payment options (credit cards, Apple Pay, Google Pay).
- Offer clear, real-time estimates for pickup or delivery times.
Step 4: Keep Everything Up to Date
Nothing’s worse than placing an order only to find out your go-to dish isn’t available. Make sure your menu, hours, and availability are accurate and current. If you’re closed for a private event or sold out of a popular dish, that info should show up instantly on your ordering system.
Step 5: Offer a Reason to Order Online
Give people a little nudge. Online-only specials, first-time customer discounts, or a simple loyalty program can go a long way. Try offering $5 off your first order or a free appetizer after a certain number of purchases. Incentives like these help turn one-time visitors into regulars.
Step 6: Promote It Like Crazy
If your online ordering link is buried on your website or missing from your social media, you’re leaving money on the table. Shout it from the rooftops! Here’s how:
- Put the link front and center on your homepage.
- Add it to all your social media bios and link trees.
- Include it in your Google Business Profile.
- Drop it into every email newsletter you send.
- Hang a QR code on your front door, your tables, and your takeout bags that links directly to your ordering page.
The goal is to make ordering online so easy and obvious that it’s the first thing people do when they’re hungry.
Step 7: Show Up in Local Search
Local SEO can drive a ton of traffic—especially from hungry folks searching for dinner on their phones. Make sure your online ordering page includes:
- Your full name, address, and phone number (NAP)
- Keywords like “taco delivery in Santa Cruz” or “best pizza near me”
- A mobile-friendly layout that loads fast
This helps you land a coveted spot in the “local pack” of Google search results, and that can mean more foot traffic and more digital orders. Here’s more on why local SEO matters and how to do it right.
Step 8: Test It Often
You’d be surprised how many restaurant owners never try using their own ordering system. Set a reminder to test it once a month. Go through the whole process as if you were a customer:
- Is the site loading quickly?
- Can you navigate it easily on mobile?
- Are the menu descriptions clear?
- Is checkout a breeze?
This kind of regular check-in keeps things running smoothly—and helps you catch any hiccups before your customers do.
Your online ordering system shouldn’t just exist. It should convert. And if you follow the steps above, it will. Need help making your online menu more clickable? Want a website that’s built for takeout success from day one? Let’s talk.
