Now think about how many restaurant websites or social media profiles you’ve seen that make you hunt for what you need. Our customers are hungry, they want to order – but instead, they’re clicking through a maze of links, menus and notifications. By the time they find what they need, they’re over it – or worse, they’ve ordered from someone else.

If Amazon teaches us anything, it’s this: Simplicity sells. If you’re running a restaurant and want more online orders, you’ve got to stop playing hard to get. Here’s how to apply Amazon’s success to your online ordering.

Reduce Number of Clicks

Amazon knows every extra click is an opportunity to lose the customer. That’s why they have features like “Buy Now” and one-click checkout. Apply this to your restaurant’s website by making your menu and ordering system as direct as possible.

Think about your setup: How many steps does it take someone to go from “I’m hungry” to placing an order? If it’s more than two or three, you’re losing business. Don’t make people dig through your homepage or scroll past endless options to find the “Order Now” button. Put it front and center – big, bold and impossible to miss.

Funnel Traffic Where It Counts

Amazon doesn’t waste your time. Click an ad for headphones, and it takes you straight to the product page. No detours, no “look at these other 20 things you don’t care about.”

To achieve this in your restaurant, ditch Linktree or general website links on your social media. Someone clicking your Instagram bio isn’t looking to browse – they’re hungry and ready to buy. Make the link go directly to your online ordering platform. Not your homepage. Not a choice of multiple third-party menus. The faster they can order, the better.

Keep It Stupidly Simple

Amazon’s product pages are all about clarity: What is this? How much does it cost? How do I buy it? There’s no room for confusion.

Your online ordering needs the same vibe. Make your menu clean, with clear categories like appetizers, mains and desserts. Use real pictures for every item. Show me the pizza, not just the name “supreme pizza.” And for the love of all things holy, have a description that is just the ingredients. This is not story time; people don’t want to work to give you money.

Tips to Nail Online Orders

1. Get a Mobile-Friendly System: Most of your traffic is from cell phones. If your site feels clunky, you’re losing orders. Use a quick and easy platform that integrates with your social media platforms.
2. Prominent Buttons: Make sure “Order Now” or “Start Your Order” is the first thing people see. If they have to scroll, you’re doing it wrong.
3. Kill the Noise: No distractions, no unnecessary fluff. Keep the focus on ordering. Reduce the number of clicks.
4. Test It Yourself: Use your system. If it’s annoying, fix it. If you wouldn’t order from your setup, why would anyone else?

Close the Sale

Amazon’s secret is making the process so simple you don’t even think about it – you just do it. Your restaurant can do the same. Funnel people directly to the purchase. Make it stupidly easy for them to order. Keep the process clear and uncluttered.

People are hungry, not patient. Be the restaurant that gets it. The one that doesn’t make them jump through hoops. Nail this, and you’ll see the difference – not just in orders but in loyal customers who keep ordering because your site works and they want to eat.

Mike Bausch is the owner of Andolini’s Pizzeria in Tulsa, Oklahoma. Instagram: @mikeybausch

The post What We Can Learn From Amazon | Mike’s Monthly Tip appeared first on Pizza Today.

When everything is on the line, every detail matters. This diligent approach is typical for recipes and
occasionally the ambiance, but for whatever reason the online menu gets a backseat. Meanwhile, this is how most customers initially interact with our businesses. Yet the modifications, or lack thereof, can be confusing/problematic, causing customers to go elsewhere. Here is how you avoid that, and better yet maximize their behavior.

Everything’s moving at a breakneck pace. I get it. There’s no master guide on how to set up online ordering other than attempting to mimic other successful owners, the typical way this goes down. You send off your menu to the POS company that builds your menu and you assume they know what’s best. That is categorically untrue, they know how to load the menu you provide. They don’t know how to maximize the sales potential of your items and they are not incentivized to do so. You are, so you have to do the heavy lifting here.

It’s crucial to consider how the menu will be structured for modifications and add-ons to maximize the customer’s experience.

The Power of Customization

Customers love options. Whether they can choose a ton of extra pizza toppings on just one half of the pie, swap out one type of pasta for another, or add extra cheese, customization is key. It makes customers feel in control of what they are about to drop dough on. More importantly, it can significantly boost your sales.

Extra toppings, substitutions, and special requests all add up to a higher ticket average. But if these options aren’t clearly displayed, customers may leave disappointed (or, worse, leave the website with three things in the checkout that never get purchased).

Avoiding Assumptions and Frustrations

One of restaurant owners’ biggest mistakes is assuming customers will understand how to modify their orders. If your customer can’t easily find the option to make a half-size pizza or have their hand held to the special requests section, they either abandon their order or settle for something they don’t really want.

By clearly listing all available options and modifications on your menu, you make it easy for customers to get exactly what they want without the hassle. This reduces errors, increases customer satisfaction, and ultimately drives repeat business.

Mike Bausch, owner, Andolini’s Pizzeria

Forced modifiers are your best friend. It’s a perfectly scripted server but on autopilot.

An effective online menu enhances the customer experience and streamlines your operations. When customers can make all their choices and modifications upfront, it reduces the back-and-forth with staff and minimizes errors in the kitchen.

If your menu doesn’t offer the flexibility and customization that customers seek, there is someone else out there who does. You can differentiate your restaurant from the competition and build a loyal customer base by going in on every option and pre-loading the scenarios into your POS. Additionally, if you don’t know what to do, go to other websites. Check out similar menus and mimic their ordering. If an issue comes up frequently, like a sauce on the side, build that option into the forced modifiers.

When someone uses the special request note section, you can safely assume 50 other people have had that same issue or request but never said anything. If the request happens three or more times, not making a change is pure laziness on your part. Don’t put the responsibility of maximizing an order experience on the customer — that’s our responsibility. By providing clear and easy-to-use options, especially online, you can enhance the customer experience, increase sales and stand out as a dependable experience. Don’t underestimate the power of a well-structured menu, because it’s no longer just a best practice, it’s a mandate.

The post Mike’s Monthly Tip: Maximizing Online Menus appeared first on Pizza Today.

Pizza delivery saves lives. It solves late-night hunger pangs, relieves depression, fuels the student during midterms and caters kids’ birthday parties. For you, it represents a big chunk of your business, but for me it’s disaster relief. Ever since the 1960s, pizza salvation has been just a phone call away. But times are changing and all these shiny new devices are making it even easier for me to feed my cravings. In 2012, Domino’s reached $1 billion in online sales. If you don’t already offer online ordering, take a closer look at the habits of your average customer and you’re likely to change your mind.

It’s simple: I’m more likely to order food from restaurants that offer online ordering. Ordering by phone requires that I know your pizzeria’s phone number or have the menu memorized. It’s much easier for me to key in your Web site than it is to dig your takeout menu out of the kitchen drawer. Once I’m there, an “Order Now” button lets me finish the deal without hesitation. Online ordering gives me no busy signals, no annoying hold music and no miscommunications with the person on the other end. That means less frustration for me and fewer mistakes for your delivery driver.

I know what you’re thinking: online ordering is for the big chains and not affordable for mom-and-pop shops. False! You don’t have to build your own system because there are plenty of solutions already on the market. Portal sites like Seamless and Delivery.com make it easy for nearby customers to discover you. Users visit the site and search by cuisine, price and proximity. I love these because they help me find new restaurants I may not have otherwise known about. They also store my payment information so I’m no more than a few clicks away from dinner. There are also widget-based platforms like ChowNow that insert their ordering modules directly into your site. This lets you maintain branding while avoiding commissions charged by portal sites.

It’s rare that I’ll order delivery for myself, but it’s a godsend with group situations when nobody wants to call in the order. If there’s a mistake and someone doesn’t get their can of soda, all blame falls on the caller. It’s much easier to pass the laptop or tablet around the room and let everyone key in their own selections. That way the order is in writing and mistakes can easily be revealed.

When I place an order online, I often spend more money than I would have over the phone. It’s annoying to be up-sold by a person on the other end of the line when I’m in a rush to place an order, but it’s hard to get mad at a computer for giving me options and add-ons. Someone in the group will invariably bring up the idea of ordering extra mozzarella sticks or chicken wings because a deal pops up onto the screen.

Online ordering isn’t the wave of the future, it’s the wave of right now. And if you’re not riding it, there’s a good chance I’ll be surfing elsewhere.

Scott Wiener owns and operates Scott’s Pizza Tours in New York City.

The post Man on the Street: Online ordering — the wave of right now appeared first on Pizza Today.