Omnichannel as a Foundation of Restaurant Success: 5 Tips to Build Omnichannel Experiences

Now that everyone and their dogs seem to be online, it’s no surprise that the success of your restaurant very much depends on your ability to build a thriving online presence. But what makes an amazing online presence in the restaurant industry? A beautiful and functional website? A social media presence? Food ordering across a variety of first-party and third-party channels? The answer is a firm yes to all, and more.

Building a thriving restaurant business in a digital world means capitalizing on all customer touchpoints and creating an omnichannel experience for your customers. Having a physical location or a virtual food brand is not enough to succeed in such a competitive market anymore, rather, you need to make sure that your brand is engaging your audience and customers across the online realm.

This elevates your visibility and allows you to rise above your competitors, it builds authority and trust, but most importantly, it caters to the needs of your customers. And as all know, the customer’s needs come first.

What they need is for you to provide them with a seamless omnichannel experience, so let’s take a look at how you can build one for your restaurant and thrive together.

Omnichannel vs multichannel experiences

First things first, let’s draw a clear line between omnichannel and multichannel and consider why one is ultimately better than the other. Almost every restaurant starts its online journey by:

  •         Building a single channel, such as a website.
  •         Embraces a multichannel approach by adding channels to its strategy.
  •         Eventually gets stuck using only a couple of channels without ever building a true omnichannel presence.

If you want to break that status quo and transition to the next level online, you need to know the difference between omnichannel and multichannel. Here’s what that looks like:

Multichannel     Omnichannel
Brand Focus Focusing on targeting as many customers as possible across a maximum number of communication channels. Focusing on delivering a stellar customer experience on every channel and every platform.
What the customer
sees
Your brand has a presence on every channel, but the messaging can be inconsistent and confusing. The brand messaging is consistent and strong on every channel.
Benefits Multichannel is a fine approach for targeting as many people as possible. Omnichannel is the best approach for customer retention and high conversion.
Challenges Not maximizing the true potential of every channel to engage and convert. You need to monitor the KPIs and collect the right data to optimize the customers’ experience.
The results A highly fragmented and inconsistent customer experience. An optimal and high-converting customer experience.

 

As you can see, a multichannel approach does have its perks, as it allows you to generate results quicker. However, you’d be sacrificing quality for quantity with multichannel, and ultimately you’d fail to achieve your goals.

That’s why focusing on building an omnichannel presence from the start is a great investment in the future of your brand. Omnichannel delivers the kind of results that will propel your restaurant forward, so now let’s focus on the crucial steps to set up an omnichannel structure.

Getting everyone in your restaurant to work together

To deliver a seamless omnichannel experience to your customers, it’s important to inspire and empower everyone in your restaurant to work together. In a typical corporate setting, different teams will work in silos, which means that the team is working on its own and pursuing its own goals without really collaborating with the other sectors.

Sure, different teams are looking to achieve certain goals, but it’s also important to work with everyone else in order to create a seamless customer experience across all channels. This is a typical problem that you can transform into a big advantage for your restaurant.

Imagine what you can achieve in the digital realm if only everyone in your restaurant worked together. Eliminating any type of isolated work will allow you to create a true omnichannel structure.

Keep in mind that your level of service needs to be the same whether you’re communicating with customers online or offline. It should be the same whether you have an in-house delivery system or if you’re partnered with third-party delivery platforms like Wolt, Donesi, and others.

If the communication in your restaurant is efficient and seamless, and if the level of services is high as well, then that will help build brand consistency, and boost customer trust and loyalty across all channels.

Focusing on the customer, not the channel

The point of omnichannel is not to maximize your revenue, even though that is probably your ultimate goal. Rather, the key focus is on the customer and their journey. By focusing only on how you can use the channel to maximize conversions, you’ll fail to deliver the experience the customer wants, and you’ll inevitably alienate people from your brand.

But if you focus on designing your omnichannel customer experience around the customer and their needs, you will have no problem building deeper and more meaningful relationships. Here’s what this journey looks like from their point of view, step by step:

  1.       Promise me something I need and want.
  2.       Accommodate my basic needs and satisfy my base expectations.
  3.       Engage me online and get to know me.
  4.       Make it easier to satisfy my needs over time.
  5.       Be in tune with my needs and guide me on my journey.
  6.       Be aware of my evolving needs, provide a solution preemptively.

Managing crucial data in a centralized system

To run an efficient and effective omnichannel structure, you need to have the right data at your disposal, automate certain processes to avoid human error, and run your operation from a centralized platform. After all, managing an omnichannel restaurant manually is next to impossible nowadays, both from a logistical and financial standpoint.

To make omnichannel management sustainable and stay on top of the right data at the right time, you can use a handy tool like Bitebell. This multifunctional platform allows you to automate order management and processing, sync up with all third-party couriers like Wolt, Glovo, and Donesi.com, and streamline your entire operation seamlessly.

Additionally, consider your own online delivery system as an integral part of your omnichannel strategy. Combine all of this with a thriving offline presence, including offline communication and marketing channels, and you have yourself a true omnichannel structure that covers all customer touchpoints.

To achieve all of this and make it sustainable, though, it’s crucial to have a centralized reporting platform, monitor reviews and feedback, and monitor market insights. Bitebell enables all of these features in a centralized location and gives you a unified ticketing system to easily manage your reputation online on every channel.

With such a comprehensive and efficient backend operation, you’ll have no problem delivering a consistent omnichannel experience every time.

Bitebell Connect

Enabling flexibility to deliver true omnichannel experiences

Your omnichannel strategy needs to evolve with the industry shifts and the latest consumer trends. This is not a set-it-and-forget-it type of deal, rather, an omnichannel approach requires continuous management to deliver the desired results. Don’t worry, the rewards far outweigh the investment, you just have to remain dedicated and consistent.

With that in mind, it’s important to ensure that your omnichannel strategy is flexible. Digital channels come and go, some stick around, some fade with time, and new channels reach unprecedented heights in a matter of months. We’re looking at you, TikTok.

It’s a fast-paced digital world out there, that’s for sure. So, you need to be able to add and remove channels quickly in order to:

  •         Capitalize on new opportunities.
  •         Minimize financial waste.
  •         Secure your brand’s position in the competitive market.
  •         Maintain a high level of customer engagement.
  •         Deliver an amazing experience on the right online channels.

Defining the goals and monitoring the KPIs

Every decision you make and every plan you set into motion needs to have a set of goals and a clear set of parameters you can monitor. Firstly, goal-setting allows you to give structure to your ideas, put things into perspective, and work your way back through the tactics and steps you should take.

Secondly, only by monitoring the right KPIs can you hope to stay flexible and on the right track. That’s why an omnichannel approach demands that you standardize your processes, determine clear goals, and list KPIs everyone can track with ease. Again, this is where cross-department collaboration can make all the difference.

Here’s a quick checklist:

  •         Define goals for each channel in your strategy.
  •         Define the customer’s journey.
  •         Know what satisfaction means for your target demographic.
  •         Define the KPIs for every channel.
  •         Enable all teams to work together on a centralized platform.
  •         Make sure that people are working towards the same goals and monitoring all KPIs.

Omnichannel is your ticket to success

Well, that’s a lot of ground we covered today. Congrats, if you’ve made it this far, it means that you’re eager to make your restaurant business successful in this competitive market. 

Now that you know how omnichannel can help you thrive, the only thing left to do is to act on what you learned today and build your own omnichannel structure to provide unforgettable experiences across the digital realm.

5 Smart Tips to Market Your Restaurant Delivery Online

The restaurant industry continues to evolve year after year, driven by technological advancement and consumer trends. Even without the pandemic on your hands, you know that the only way to stay afloat and thrive in a competitive environment is to adapt quickly. In 2020, meal delivery has skyrocketed around the world, as the pandemic has forced people to stay home and resort to online ordering.

Needless to say, this has created a highly competitive online market where restaurants are constantly struggling to acquire and retain customers. Having a delivery service, however, is not enough to inspire people to keep ordering from your restaurant – you have to market your delivery online and implement the right tech and tactics to reduce customer effort.

Today, we’re putting all of this into perspective and giving you five smart tips you can use right now to market your restaurant delivery online. Here’s what you can do to ensure stability, growth, and customer retention.

Build an omni-channel experience

Integration, connectivity, POS systems, cloud-based resource planning – these and many other technologies make omni-channel marketing, sales, and management a reality. Manually managing an omni-channel structure can seem like an impossible task nowadays, but nevertheless the modern customer demands that your restaurant has an omni-channel presence.

Simply put, you need to be present at every customer touchpoint to capitalize on all sales and marketing channels. This includes a restaurant, and a digital presence on third-party delivery services like Glovo, Donesi, or Wolt, as well as having a direct-to-consumer delivery system.

The problem still remains, though, as you need a centralized system that allows you to manage omni-channel efficiently and effectively. This is a problem that Bitebell solves for your restaurant.

Bitebell automatically forwards incoming orders directly to your POS system, eliminating the risk of error and boosting efficiency. Our innovative platform allows you to optimize delivery times by routing orders to your in-house delivery or your delivery partners.

In fact, Bitebell provides your restaurant with a robust infrastructure where you can easily and automatically team up with any partner and all delivery services. These include the popular ones like Glovo, but it extends to any partners in the market, allowing you to create an efficient long-term approach.

With Bitebell, you’re also able to seamlessly sync your menus across numerous delivery platforms to keep your offers up to date, and gain meaningful insights through built-in analytics features. Our unified ticketing system also allows you to centralize and manage all feedback from every platform so that you can manage your online reputation with ease.

Last, but not least, we should not all forget that people are cooking more at home, therefore we see a lot of new companies offering subscription models and ingredients in order to help people cook from home.

Keep your menu and offers fresh

Speaking of updating your menus, keep in mind that the modern customer loves consistency but craves innovation. In other words, it’s important to keep your menus and offers fresh, but to give your customers more of what they already know and love. And you need to do it by launching special deals and promotions regularly to spark interest, increase visibility, and motivate people to come back.

To that end, keep your most popular dishes on the menu, but add a dash of innovation to the mix. Use your analytics tools, feedback, and customer reviews to identify opportunities and weaknesses in your menu.

Perhaps you have a great main course list, but you could add more dessert options to reel in more customers. Maybe people love your staple dishes but are underwhelmed by your selection of drinks – adding products to your menus will incentivize them to place an order.

Vaznost restoranskog menu

Focus on marketing consistency

To make better marketing decisions and make an impact on your customers, you have to be consistent across all channels. After all, how are you supposed to know which Instagram posts work best if there is no consistency in scheduling and posting? Merely tracking likes and comments won’t do, since one of your posts might be performing better because you posted it at a time when more of your followers were online.

This is why you need to ensure marketing consistency and continuity across the online realm. Here are a couple of key steps you should follow:

  •         Create a consistent marketing budget for monthly posting and advertising.
  •         Create a weekly posting schedule based on industry and consumer data and insights.
  •         Identify the marketing channels that are most relevant for your restaurant.
  •         Strive to be consistent with every post in order to see how it’s performing and the kind of impact it has on your audience.
  •         Optimize your posts according to your target demographic and customer preferences.

One of your top goals with marketing consistency is to generate actionable insights so that you can make better decisions month after month. You can only make better marketing decisions if you’re consistent and if you know which posts have the highest reach, engagement, and impact.

Create and disseminate engaging content

How many times a year do you post new, original content online? One of the key mistakes restaurant owners make is that they typically organize one photoshoot and keep reusing old content throughout the year. This not only makes your content stale, but it also lowers your customers’ engagement online.

People want to see that your restaurant is keeping things fresh and innovative, they want to see new content posted frequently. To improve your influence online and keep users engaged, you should organize a photoshoot every three to four months, even if you don’t have any new products on offer.

This keeps your menu fresh and shows your users that your brand is always doing something interesting.

While you’re at it, be sure to capitalize on video content. Along with new images, you want to produce short 20-30-second videos and simple video sequences that showcase your dishes, how you prep the food, and how you package and deliver it to the customers.

Leverage influencers and user reviews

On a final note, keep in mind that people trust other users and influencers more than they trust your brand. To build social proof and earn the customers’ trust, you need to leverage user-generated content and brand advocates across the web.

To that end, make sure to:

  •         Find influencers that share your brand values and love your food.
  •       Tell your story about the product through three to four posts on their FB and IG Stories showcasing your food, their experience, and promoting your brand.
  •         Provide a promo code or special deals for influencers to give to their followers.
  •         Analyze all your user reviews and extract relevant insights.
  •         Look for patterns that point to problems and opportunities.

Most importantly, use your reviews to give the customers what they want. Listen to the users and act on the data, and you will have no problem making an impact in this competitive market.

Wrapping up

Your restaurant has the potential to grow and expand in 2021, but only if you implement the right tools and know how to market your online delivery. You have the quality, you have the brand, now be sure to integrate these tips into your strategy to take your restaurant to new heights of success.