What is online ordering?
Online ordering allows guests to place and customize their orders using their smartphones, web or tablets.
What does online ordering look like?
Customers use the app to browse the menu, customize their order, and pay. They can then choose how to collect their order (in-store, drive-thru, curbside, etc) – that is, different service modes. These are the available service modes for online ordering:
Example pick-up flow:
Example, Delivery flow:
Delivery: Non-Authenticated (As a Guest)
Table-Service
Guests order directly from their table by scanning a QR code and providing their table number. A team member delivers the food, eliminating the need for guests to visit the counter.
Drive-Thru
Customers place orders via an outdoor menu and speaker, pay at the window, and collect their food without leaving their vehicle.
Pick-up (Click & Collect)
Customers order online and pick up their food at a specified time, taking it with them to enjoy elsewhere, like at home or work.
Curbside Pickup
After ordering through the app, customers park in a designated spot, check in via the app, and an employee brings the food to their car, offering a contactless experience.
Delivery
Customers place orders through the Burger King app or third-party services, and the food is delivered directly to their location, making it ideal for at-home dining.
Delivery: Non-Authenticated (As a Guest)
Why online ordering?
The growth of online ordering presents a significant business opportunity in the Quick Service Restaurant (QSR) industry, driven by changing consumer preferences and technological advancements. As more customers seek convenience and speed, online ordering has become a critical component of the QSR business model.
Key competitors like McDonald's, Starbucks, and Domino's have seen substantial increases in digital sales, with McDonald's reporting that nearly 40% of its sales in major markets now come from digital channels. This trend is not just limited to large chains; smaller QSRs are also adopting online platforms to meet customer demand, enhance order accuracy, and streamline operations.
As the market continues to shift towards digital engagement, investing in robust online ordering systems is essential for QSRs looking to remain competitive and capture a growing share of the market.
The expansion of online ordering not only presents a lucrative business opportunity in the QSR industry but also offers valuable insights through data collection. Online orders are inherently recognizable, allowing businesses to track customer behavior, preferences, and purchasing patterns with greater precision. This data enables QSRs to tailor marketing efforts, optimize menus, and enhance customer loyalty programs based on detailed consumer insights.
Moreover, online orders tend to result in a higher average check compared to in-store orders, as customers are more likely to explore the full menu, add extras, and take advantage of upselling prompts during the digital ordering process.
The convenience factor is also a major driver, as guests appreciate the ability to easily customize their orders, pre-order to reduce wait times, and choose from multiple fulfillment options, including delivery. These advantages make online ordering a crucial component for QSRs aiming to boost revenue, improve customer satisfaction, and stay competitive in a rapidly evolving market.
Why do guests choose to use online ordering?
Online ordering provides many advantages:
Convenient Ordering: Guests can browse the full menu, select items, and customize their orders directly from the app. This eliminates the need to order at the counter or drive-thru.
Order Ahead: You can place your order ahead of time, specifying a pickup time that suits you. This way, your food is prepared and ready when you arrive, helping to skip the line and reduce waiting time.
Customization: The app allows detailed customization of menu items, such as adding or removing ingredients, selecting portion sizes, or choosing specific condiments, just as you would when ordering in person.
Exclusive Deals: Online ordering offers an opportunity to attract the guests with special offers, discounts, and deals that are only available through the app.
Payment Options: Payment can be completed within the app using various methods like credit/debit cards, digital wallets and other local payment methods.
Pickup Options: Depending on the restaurant, you can choose how to receive your order—whether by picking it up inside the restaurant, at the drive-thru, or even curbside.
Order History and Favorites: The app keeps track of your past orders, making it easy to reorder your favorite meals with just a few taps.
What does online ordering require?
Guest select a restaurant, navigate the menu and add items to cart and pay for the order. The order is sent to the POS and prepared by the restaurant.
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