Online Ordering here to stay - 21/10/06

by Kevin Ziegler (AP)

Year after year, insiders in the food service industry are constantly preparing themselves for "The Next Big Thing". There seems to be a never-ending stream of new and creative entrepreneurs entering the marketplace, eager to make their mark. As a result, customers now have more options than ever before; it sometimes seems impossible for chains, as well as independents, to distinguish themselves from their competitors.

For many restaurant owners, one of the keys to staying ahead in this highly competitive marketplace is to keep an eye on the future. By staying on top of the newest innovations, restaurant owners appear trendy and unique to their customers, while increasing in-store productivity and lowering their operation costs.

The question remains, however, when does "The Next Big Thing" reach a tipping point and become the industry standard? When is the newest innovation no longer a convenience but a necessity? This is what appears to be happening within the restaurant industry with Online Ordering. At one time, many restaurant owners approached the concept of Online Ordering with skepticism, as many do with any new and unfamiliar technology. In recent months, however, many have begun to see its many benefits.

According to Gary Ziegler, founder of Ethor Media, one of the emerging new leaders in the Online Ordering industry, "An Online Ordering system is not meant to replace your phone system, but is rather meant to enhance it". Once a fully automated online system is added, employees are able to spend less time answering phones and more time filling orders. What is more, orders placed online typically have a 10-15% higher ticket price than orders placed over the phone, a benefit that can help pay for the system itself.

"There is more to Online Ordering than the service itself," adds Ziegler. "Our customers have also found incredible value in the marketing tools our system offers them. Simply put, the right Online Ordering system can be an incredible marketing machine for the restaurant". Online Ordering is not only an efficient and practical technology, but it allows owners to track their customers eating habits like never before, allowing them to provide the best service possible for their customers.

As Marina Leos, Vice President of Operations at The Pita Pit, points out, "Virtually everyone in the restaurant industry acknowledges the potential of Online Ordering...it's no longer just for the big chains. Those who don't take advantage of this new technology will be left behind."

Ziegler confirmed this new trend in the industry. "Over the last 6 months especially, I have noticed a major shift in thinking on the part of restaurant owners. Those who do not already offer Online Ordering to their customers are now in the process of having a site developed."

For the modern restaurant owner of the twenty-first century, there is no longer any reason to ignore the exciting possibilities of Online Ordering. From all appearances, "The Next Big Thing" is already here to stay.