Mobile ordering has become an essential tool for businesses in the hospitality industry. With the rise of technology and changing consumer preferences, it is crucial for establishments to optimize their mobile ordering systems to enhance customer experience and drive revenue. In this article, we will explore the do’s and don’ts, along with best practices for mobile ordering, to help businesses maximize the potential of this innovative solution.
Menu Design & Display:
The first step in creating a successful mobile ordering experience is designing a user-friendly and visually appealing menu. Ensure that the menu layout is intuitive, with clear categories and item descriptions. Utilize high-quality images to showcase your offerings and entice customers to make a purchase. A well-organized menu design can significantly impact the user experience and increase order frequency.
Pictures and Food Photography:
When it comes to showcasing your menu items through pictures on your mobile ordering platform, following food photography best practices can make a significant impact. Here are some do’s and don’ts to keep in mind:
Do:
- Ensure the food is in focus to highlight its details and textures.
- Pay attention to decoration and scene composition to create an appealing visual aesthetic.
- Use good lighting to enhance the colors and presentation of the food.
- Implement food styling and proper plating techniques to make the dish look appetizing.
Don’t:
- Overdo it with too many props and decorations that may distract from the main dish.
- Present unappetizing plating arrangements that could turn off potential customers.
- Compromise on lighting quality and focus, as it can greatly affect the overall appeal of the food in the images.
Menu Descriptions:
Crafting compelling and detailed menu descriptions is essential for providing customers with valuable information about the dishes. Use descriptive language to highlight key ingredients, flavors, and preparation methods. Engaging menu descriptions can create a sensory experience for customers and encourage them to explore new items on the menu.
Enhancing your menu descriptions with emojis and emoticons can add a fun and engaging touch to your mobile ordering platform. Additionally, incorporating allergen information using these visual cues can help customers quickly identify and navigate through menu items that suit their dietary restrictions. Here’s how you can effectively use emojis and emoticons for allergens in your menu descriptions:
- Use emojis like 🌿 for vegetarian options, 🥩 for meat dishes, 🧀 for dairy-containing items, 🌾 for gluten-free choices, 🥜 for dishes containing nuts, and 🐟 for seafood-based meals.
- Include emoticons such as 😋 to indicate popular or recommended dishes, 🌶️ for spicy items, 🥗 for salads, and 🍲 for soups.
- Clearly label allergens with corresponding emojis (e.g., 🥜 for peanuts, 🥛 for dairy, 🌾 for gluten) to ensure customers with specific dietary needs can easily identify safe menu choices.
By incorporating emojis and emoticons for allergens in your menu descriptions, you can create a visually appealing and informative ordering experience for your customers, catering to their preferences and dietary requirements effectively.
Languages:
In a diverse and multicultural society, offering multilingual options in your mobile ordering system can cater to a wider audience and enhance accessibility. Consider translating menu items and descriptions into different languages to accommodate non-native speakers and international guests. Providing a seamless ordering experience in multiple languages can improve customer satisfaction and loyalty.
Do:
- Tailor menu translations according to the predominant languages spoken by your guest demographic.
- Ensure that all menu items, descriptions, and relevant information are accurately and fully translated into the selected languages.
- Maintain consistency in translations for both existing and new menu items to avoid confusion and ensure a cohesive dining experience for all guests.
Don’t
- Opt for partial translations or solely translate product titles without including detailed descriptions, as this can lead to misunderstandings and hinder the ordering process.
- Use free online translation tools (such as Google Translate) as they may not always provide accurate or contextually appropriate translations, potentially leading to errors and miscommunications.
Promotions:
Utilize promotions and discounts to incentivize customers to place orders through the mobile app. Implement special offers, loyalty programs, and exclusive deals to drive customer engagement and boost sales. Promotions can create a sense of urgency and encourage repeat purchases, ultimately increasing customer retention and revenue.
Incorporating dynamic promotion strategies not only boosts guest engagement but also allows for the seamless integration of special, time-sensitive offers. Businesses can leverage these strategies to quickly and effortlessly introduce one-day promotions, such as Valentine’s Day deals, or extend special promotions for significant events like Ramadan. By embracing the flexibility to adapt promotions to specific occasions, establishments can cater to diverse guest preferences and capitalize on seasonal trends. This approach not only enhances the overall guest experience but also drives increased order volume and revenue opportunities.
Upselling:
Implement upselling strategies within the mobile ordering platform to increase the average order value and maximize revenue. Recommend complementary items or upgrades to customers during the ordering process to enhance their experience and drive additional sales. Upselling can help increase profitability and customer satisfaction simultaneously.
Just because a digital menu allows you to simply display an option to a guest does not guarantee they will click and add it to their order. However, our statistics show that approximately every 3-4 guests will do so. This can result in a significant increase of 20 – 30% in order value, showcasing the impact of strategic upselling techniques in driving revenue growth and enhancing the guest experience.
Portion Size Enhancement: Offering guests the option to upgrade their portion sizes can entice them to spend more while providing a sense of value. By suggesting larger portions or meal combinations at a slightly higher price point, you can increase the average check value and cater to varying appetites.
Dish Upgrade Recommendations: Encouraging guests to upgrade their chosen dish by adding premium ingredients or enhancements can elevate their dining experience. Whether it’s suggesting a premium cut of meat, seafood, or a specialty sauce, presenting these upgrade options in a compelling manner can entice guests to indulge and enhance their meal.
Add-On Side Dishes: Proposing additional side dishes or accompaniments to complement the main course can enhance the overall dining experience and increase the total spend per guest. By recommending popular or seasonal sides that pair well with the main dish, you can offer guests a more satisfying and well-rounded meal while maximizing revenue through incremental sales.
Cross-Selling:
Cross-selling is another effective technique to increase sales and promote customer loyalty. Recommend related or additional items to customers based on their current selections to encourage them to explore new offerings. Cross-selling can introduce customers to new products and create a personalized ordering experience that enhances customer satisfaction.
Beverage Pairing Recommendations: Suggesting complementary beverage options to accompany specific dishes can enhance the overall dining experience and encourage guests to explore new flavors. By recommending suitable wine, cocktail, or non-alcoholic pairings based on the menu items selected, you can elevate the guest’s meal and increase beverage sales.
Food Pairing Suggestions: Proposing additional food items that pair harmoniously with the guest’s selected dishes can enrich their dining experience and encourage them to try new menu offerings. By highlighting complementary appetizers, sides, or desserts that enhance the flavors of the main course, you can entice guests to indulge further and increase overall food sales.
Bottled Water Inclusion: Promoting the addition of bottled water with every order can not only boost beverage sales but also enhance guest satisfaction by offering a convenient and essential hydration option. By emphasizing the benefits of staying hydrated and including bottled water as a standard accompaniment to every meal, you can increase the perceived value of the dining experience.
Utilizing Social Proof: Leveraging social proof by showcasing phrases like “Other people also ordered…” can influence guest decision-making and encourage them to explore popular or recommended menu items. By highlighting items that are frequently chosen by other guests, you can create a sense of trust and curiosity, leading to increased sales and guest engagement.
Implementing strategic up- and cross-selling techniques not only benefits the guest experience and revenue generation but also has a positive impact on the staff’s earnings. By increasing the overall service charge through enhanced guest satisfaction and additional sales, staff members stand to benefit from higher tips and gratuities.
POS Integrations:
Integrating your mobile ordering system with the Point of Sale (POS) system is essential for streamlining operations and ensuring accurate order processing. A seamless integration allows for real-time price updates and order tracking. POS integrations can improve efficiency, reduce errors, and enhance the overall customer experience.
In conclusion, optimizing your mobile ordering system with best practices can elevate your business and delight customers. By focusing on menu design, incorporating high-quality images, and crafting engaging menu descriptions, you can enhance the overall ordering experience and drive revenue growth. If you’re looking to take your hospitality business to the next level with a seamless mobile ordering solution, we invite you to schedule a call with the SABA Hospitality team. Let us help you transform your operations and exceed customer expectations. Schedule your call today and unlock the full potential of mobile ordering for your business.
