We have created a Guest Journey dashboard that automatically segments guests into Strangers, Rookies, Regulars, Loyalists, Whales, Sliders, and Churned. The dashboard also details how much revenue is currently at risk and how much has been recovered over time, providing quantified, actionable insight into a restaurant’s best guests.
There is a clear increase in on-premise ordering in more recent months. However, digital sales continue to be and will continue to be a critical channel for restaurants.
Restaurateurs we spoke with that are operating at full capacity again seemed to share the consensus that digital ordering will continue to make up at least 30% of their total sales as the new norm, even if the pandemic were to disappear tomorrow.
Investing in digital tools and experiences was also ranked as the top restaurant technology investment goal for 2021 in a recent study by Hospitality Technology. The digital evolution was simply accelerated by COVID, it was not a COVID anomaly.
This is likely one of the least surprising stats on the list. Mobile orders are far more likely to be placed on the go for takeout or curbside pickup, while online orders are more frequently group orders for delivery. Or at least, that seems like a reasonable assumption.
In order to increase check sizes on mobile apps (as well as web ordering) some providers offer built-in upsell recommendations that learn over time to present relevant add-ons at guest checkout.
One restaurant group, Wing it On!, is using a machine learning-powered upsell feature and has seen a >4% increase in digital revenue.
On average, guests placed more than one mobile order per month at a rate of 0.3 more orders via mobile app than via web ordering each month. This suggests that while online orders may have higher avg. check sizes, mobile apps may be a better tool to drive guest engagement and to turn guests into regulars.
These discounts came in the form of either loyalty redemption, marketing offer, or promo code and the redemption rate on mobile is significantly higher than online orders (7%) and in-store orders (5%)
This suggests different ordering behavior and engagement between mobile app and online ordering. The offer redemption rate combined with the increase in order frequency (stat 4) suggest that guests are more and engaged on mobile apps. This is likely because they can receive push notifications with offers and messages, and more easily see alerts for loyalty rewards and offers available in their inbox inside the mobile app.
With that in mind, the right digital technology platform can provide you with the tools to drive guest engagement and behavior across all of the ways your guests interact with your brand. You can leverage this to align with your goals and strategy to offer your highest spending guests app only discounts, for instance, or to direct repeat guests from 3rd party sites to order from you directly with sign up bonuses. You can also drive even more engagement and extend your brand through rewards for social sharing and referring friends.
Bring your guests with you to maintain the customer relationship as you transition from using third-party online ordering to first-party!
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Online ordering represents one-third of all restaurant orders post-pandemic. Learn about the benefits that it can bring to your restaurants and guests!