Blog post -
Is Your Online Menu Turning Customers Away?
Whilst COVID pandemic restrictions are for most a distant memory, the substantial customer shift towards online takeaway and delivery looks like it’s here to stay, and even grow to an estimated 21% of the total restaurant market by 2025. The UK takeaway industry itself has already grown 1.4% per year on average between 2017 and 2022, whilst this growth can arguably be attributed to the closure of hospitality venues during government-enforced lockdowns, early evidence shows that the trend is continuing during the early 2022 months.
With that in mind, how do you best present your restaurant menu in an online environment?
- Be Transparent
- Ease Of Navigation
- Offer Vegan & Vegetarian Options
- Freshen Up Your Menu
- Keep The Reviews Coming In
When dining in a physical restaurant, customers can rely on staff knowledge and expertise to safely narrow down their meal selections but, this isn’t available in an online world. This is why you need to include full descriptions of your dishes to enable your customers to visualise what they’ll be buying, as well as avoid any allergens which can commonly include peanuts, shellfish and eggs. The clearer your menu descriptions, the quicker and easier your customers can make their decisions, and the more satisfied they’ll be with the whole process as convenience is a major factor in ordering a takeaway. If your dishes include a secret ingredient which you don’t want to share with the outside world, it is still important to highlight any potential allergens it contains.
As convenience is the largest decision maker when your customer is choosing whether to order a takeaway, it’s important to ensure that the structure of your online menu is logical and easy to navigate. This includes correcting any spelling or grammar mistakes which can give off an unprofessional vibe. Whilst not a breaking factor in a physical restaurant, your online menu is the only interaction you could potentially have with your customer so, it’s best to spellcheck before it goes live either on your own website or with an online delivery service such as UberEats, JustEat and Deliveroo. Structure your menu by listing your starters, main courses and desserts in order.
With a massive 187% increase in consumers ordering vegan food through delivery apps, make sure vegan and vegetarian options are available on your online menu to ensure you’re not excluding potential customers. Segment them from your standard menu listing so that they’re easy to find at a glance, saving time for your customer. While you won’t be able to compete with restaurants and takeaway venues that are exclusively meat-free, you are ensuring there is an option for everyone, which is particularly important when families order as they tend to be catering for more than one diet requirement.
Once you’ve completed your first successful order with a customer, it’s likely that they will be loyal and continue to return as people tend to be creatures of habit. However, do not become complacent. It’s equally likely that you will fall out of favour if you continue to offer the same dishes, and do not show any innovation in your menu. Work out which of your dishes is the most popular and try adding variations on a limited-edition time scale. This will give you the chance to upsell, whilst encouraging customers to buy with the perceived exclusivity.
As with your physical premises, reviews are the lifeblood of takeaway and delivery services. Treat your online menu similar to your restaurant window, and pay the same care and attention to both to offer a consistent brand, as they are often the first interaction you have with potential customers. Consider the fact that 88% of people are influenced in their buying and purchasing decisions by online reviews and more people are more likely to read reviews for hospitality businesses over any other industry. Collect reviews from whatever medium your customer is most comfortable – email, social media or TripAdvisor. Ensure these reviews are then visible from your online menu to support purchasing decisions.