Online ordering allows guests to place and customize their orders using their smartphones, web or tablets.
Table-service
What It Is: A form of dine-in experience where guests may order directly from their seat, avoiding lining up at the front-counter.
How It Works: In contrast to a traditional in-restaurant dining where customers place their orders at the counter, guests may place their order from the comfort of their seat by scanning a QR code and indicating their table number in the order flow.
Drive-Thru
What It Is: A service mode that allows customers to order and receive their food without leaving their vehicles.
How It Works: Customers drive up to an outdoor menu board and speaker system to place their order. They then proceed to the payment window to pay for their meal, followed by picking up their food at the designated window. This is convenient for those who want a quick meal on the go.
Takeout
What It Is: Ordering food to be taken out of the restaurant and consumed elsewhere.
How It Works: Similar to dine-in, customers place their order at the counter, but instead of eating inside, they receive their food in a to-go bag. They can then take it with them to eat at home, work, or another location.
Pick-up
What It Is: A service where customers place orders through the app and pick them up at the restaurant.
How It Works: Customers use the app to browse the menu, customize their order, and pay. They can then choose a pickup time and method (in-store, drive-thru, or curbside). Upon arrival, they either go inside, use the drive-thru, or have their food brought out to their car.
Curbside Pickup
What It Is: A variation of mobile ordering where customers have their food delivered directly to their vehicle in a designated parking spot.
How It Works: After placing an order via the Burger King app, customers park in a designated curbside spot when they arrive at the restaurant. They check in on the app, and an employee brings the food out to their car, making it convenient and contactless.
Delivery
What It Is: A service where food is delivered directly to the customer’s location, such as their home or office.
How It Works: Customers place an order through the Burger King app, website, or a third-party delivery service (e.g., Uber Eats, DoorDash). The food is prepared at the nearest restaurant and delivered by a driver to the specified address. This mode is ideal for those who prefer to eat at home without going out.
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 <include data?>, 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.
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. - To be verified
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 Favourites: The app keeps track of your past orders, making it easy to reorder your favourite meals with just a few taps.
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.
Restaurants - link to ‘Restaurants’ doc.
POS - link to ‘P&A Management – Configuration’ doc.
Menu - link to ‘Menu' doc.
Payment Service Provider – link to ‘Payments’ doc.
Delivery Service Provider (if store offers delivery) – link to ‘Delivery’ doc.
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