Optimize your Online Ordering Menu

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.