Nowadays, it’s not enough to just have an operator on the phone to accept orders, or even launch an ordering website that checks the box of having an online presence. To really stand out and compete in the always evolving, fast-moving market, your ordering user experience should be consistent, comfortable, and even pleasant to use.

A combination of a website and a mobile app is what has proven to do wonders over the years, with a focus on mobile-first approach, as it is the most reliable channel for reaching your customers with marketing offers.

But first, let’s take a look at what’s required to have an online ordering channel (be it a mobile app or a website) that is up to modern standards:

✅ The interface should be simple and intuitive, and allow customers to easily navigate through the menu, make selections, and complete orders. Preferably without them having to confirm their phone numbers, remembering passwords and all that – and it’s even more preferable if they don’t have to create an account at all. Provide value upfront!

✅ The ordering platform you integrate to your channels should be secure and reliable, not to let you down when it matters most. Also, if you provide combos or meal options, native support for such items is preferable, as any workarounds may make it more difficult to use for the customers, hindering the promotion of such items.

✅ Show, don’t tell – the menu must be accessible and visually appealing. Include high-quality images, detailed descriptions, and options for customization (e.g., adding or removing ingredients).

✅ Upsell with relevant suggestions should be implemented at checkout to increase your profits and provide personalized customer experience.

✅ One-click / repeat order functionality is a must for forming the ordering habit.

✅ It’s best to integrate it with the POS system to streamline order processing and inventory management. Also, a “nice to have” is to integrate the online menu with your stop-lists (for each restaurant location if you have several locations – based on the customer’s chosen address and delivery zone) so that the mobile app and website reflect that and don’t let the customer order something that you can’t provide. It helps avoid customer frustration a lot.

✅ The payment option should offer a variety of secure payment methods, including such popular options as Apple Pay and Google Pay, and other popular payment options in your area. Ensure that your website has Secure Sockets Layer (SSL) certification to encrypt customer data, especially during the payment process.

✅ The delivery zones should be clear – and you should let the customer know that you don’t deliver to their address before they go to checkout, not after.

✅ Update your customers about their order status in real time, from confirmation to preparation to delivery.

✅ Clearly display contact information for customer support in case customers have questions or issues with their orders.

It’s important to have detailed control over the delivery status for each location and timelines you provide to the customers. And, of course, your ordering channels should regularly be maintained: check for broken links, update content, and ensure that the online ordering system is functioning smoothly.

Does it seem overwhelming already? It certainly is difficult – and very costly – when you create all of it from scratch. Luckily, there are ready-made e-commerce solutions, like LoyaltyPlant, that provide everything you need to launch a successful ordering channel. In our case, it’s not just ordering – it’s loyalty and marketing as well, all-in-one, which is really important for your direct ordering channel success, and if you want to stand out from the competition.