The core most important elements of a successful restaurant operation have always been great food and quality customer service, but what that means for the customer experience has changed. Even before the pandemic lock-down, takeout and delivery orders were on the rise, and now they’ve become a regular part of many people’s routines.
According to the National Restaurant Association’s latest State of the Industry report, 51% of all customers — including 64% of Millennials and 67% of Gen Z adults — consider ordering takeout an essential part of their lifestyles, and 41% say the same about delivery.
And that business is growing — more than half of Millennials and Gen Z adults say they’re ordering takeout and delivery more often than they were a year ago.
Another statistic: In its 2025 State of the Industry report, the National Restaurant Association revealed that 75% of restaurant diners look for technology that makes ordering delivery and takeout simpler when deciding where to eat. This includes 65% of Boomers and more than 80% of Zoomers.
Put those two preferences together, and it’s clear that your customers will appreciate the ease of online ordering for their regular delivery and take-out orders.
The 7 Steps to Adding Online Ordering to Your Website
Don’t worry about any anti-tech sentiment. The State of the Industry report showed that website-based ordering is popular among customers of all ages. More than 80% are open to online ordering, about the same portion who’ll pay for favorite dishes via mobile app.
Three out of four customers, including 65% of Boomers, say that tech options for ordering and paying are important to them when choosing a restaurant for takeout or delivery. And it’s not just pizza and burger joints — 42% of customers say it’s important in choosing a full-service restaurant.
Here’s how you can begin serving up the convenient takeout and delivery options customers crave right from your website.
1. Set Your Goals and Start Your Research
Before adding online ordering to your site, it’s important to consult your team and align on goals, strategies, and definitions of success. You’ll find this entire process smoother when everyone is on the same page as early as possible.
At this stage, competitor research can offer valuable guidance. Search competing restaurants on Google and check out their websites. You may find design or navigation elements worth borrowing. Encourage members of your team to conduct research of their own, then hold brainstorming sessions where everyone can share their observations and reactions.
2. Review Your Options and Make a Selection
If you’re establishing a web presence for the first time, carefully assess the benefits and drawbacks of the various website builders available for restaurant operators. Though Wix and Squarespace have broad appeal, solutions like Menufy and Sociavore boast a range of restaurant-specific features that could make them an especially appealing choice.
Taking your resources and goals into account, select the ideal approach to online ordering and start the ball rolling. What’s the right platform or partner for your restaurant? The decision will depend on a several factors, including:
- Fees: What’s your budget? More than any other question, this one will likely dictate the options available to you and the decision you ultimately make.
- Markups: In addition to standard fees, certain features may impose additional costs. Dedicated customer support, for example, is sometimes reserved for customers at certain membership levels.
- Integrations: You don’t want to sink time and money into a solution that isn’t compatible with your website and the other technology you’re already using. Look into integration capabilities and pick website builders, POS (point of sale) systems, and other solutions that work together. This can play an important role in making the system more user-friendly and ensuring you get the most from your new online ordering solution.
3. Fine-Tune Your Website To Make a Great First Impression
Use the process of adding online ordering to your website as an opportunity to review the full user experience. Can both new and returning visitors navigate your site easily and find the information they’re looking for? Is that information up to date and free from spelling or grammatical errors? Careless mistakes can raise questions about your quality control in other areas, and an awkward or inconvenient experience could send customers elsewhere.
4. Design and Integrate Your Ordering Form
Next comes your ordering forms. You’ll need to design them and integrate them into your website. Will you have a separate page for ordering or embed the form directly on your website’s homepage? Various digital gadgets can make the design and ordering processes especially efficient.
5. Test Your Ordering System and Your Menu
There’s no such thing as too much testing, because the way you expect the process to work may not be how it works for any given user. Having a lot of people test means you’re more likely to find issues that you can fix before they become customer complaints.
If this is your first time offering off-premise dining, think about how the dishes on your menu will travel. Your most popular dish may not make it through the delivery process in one piece, so make it an exclusive for customers who eat on site. Your dine-in and take-out menus don’t need to be identical!
Stress test your packaging and consider more durable replacements if you need them. That extra investment will pay off when customers keep coming back.
6. Launch and Promote Your New Restaurant Online Ordering System
Once you’ve tested the physical and edible sides of your new ordering system, it’s time to go live. By this point you should have a promotional plan in place. You don’t need to take out a billboard directing customers to your new ordering forms, but signs in your restaurant and posts on social media can help spread the word.
Encourage your front of house staff to let customers know about their new ordering options. When someone who placed an order by phone comes in, tell them there’s now an easier way to bring their favorite dishes home.
7. Gather Feedback and Make Ongoing Improvements
Now you're ready to start accepting orders, but that doesn’t mean your work is done. As more and more customers take advantage of your new order forms, you should gather their feedback to make improvements. You’ll quickly gain insights into how well your form works. You should also learn if any aspects of your delivery operations are lacking.
For example, do customers on review sites like Yelp report issues with their delivery orders? Those complaints should strike you as opportunities to make a correction.
The Benefits of Online Ordering for Restaurant Websites
Here are just a few of reasons restaurants of all types are adding online ordering forms to their websites and rethinking service excellence.
Satisfy Your Customers
Customers crave the convenience of online ordering. Regulars and newcomers alike will appreciate an opportunity to browse your menu at their leisure and skip talking on the phone, standing in line, or waiting for a table.
Boost Accuracy and Efficiency
It’s not just your customers who’ll enjoy the efficiency-boosting features of online ordering. The precision of online orders will help you avoid the mistakes and staff stress that come with phone calls and hand-written tickets.
Generate More Revenue
Customers won’t feel rushed to complete their orders. When they have time to scan your full menu, they may feel inclined to toss a starter or dessert into their digital cart or choose extra sides, dipping sauces, and other add-ons. In a 2023 Technomic study, 68% of operators credited adding online ordering with increasing the size of the average check.
Gather Data-Driven Insights
Online ordering for restaurant websites plays a crucial role in helping operators gather useful insights for fine-tuning their menu and improving the customer experience. As more customers take advantage of your forms, the system will gather and organize information about popular dishes, busy hours, and more.
Reward Customer Loyalty
There are several benefits to having all that customer ordering data at your fingertips. For one, you’ll have a much easier time recognizing and rewarding your most loyal customers. Let repeat customers turn their patronage into a game by collecting points to redeem for discounts or free items. They’ll love your restaurant all the more.
Don’t have a loyalty program yet? Now’s the time to try one out. The State of the Industry report found that 82% of consumers who haven’t already signed up would be willing to try. Check out our guide to launching your program and driving membership.
Need Help Adding Online Ordering to Your Website?
If you’re struggling to keep up the industry’s latest tech developments, you’re far from alone. A slim 13% of operators told the National Restaurant Association that they believe their businesses are on the leading edge of innovation. Almost twice as many (23%) consider themselves behind their competition.
Wherever you fall on the tech spectrum, Back of House can help you set goals, make a smart selection, and get the most from your tech investment. Set up a time to talk to me or another Back of House expert about your options.
