or wait 15 seconds
or wait 15 seconds
with some customers still uncomfortable eating out, restaurant owners need to have the capabilities to manage an influx of online orders for carryout, curbside pickup or delivery if they hope to tap into increased holiday traffic.
cinco de mayo has traditionally been a time of packed restaurants, mexican-themed parties and bustling bars. in fact, cinco de mayo generates more beer sales than the super bowl or st. patrick's day. as a result, restaurant owners have always found themselves in a festive spirit around the fifth of may, enjoying a healthy boost of springtime revenue to carry them into the busy summer months.
now, with the covid-19 pandemic changing consumer behavior and many people still wary of visiting restaurants during busy holidays like cinco de mayo, operators need to adapt in order to capture that increased traffic. with the right technology in place, restaurant owners can still capitalize on the celebration by maximizing online orders for carryout, curbside pickup or delivery.
an omni-channel pos system and online ordering platform
it is no secret that most customers are choosing their restaurant options online nowadays, and operators need to invest in a holistic, omni-channel pos platform to build a thorough and efficient online ordering system.
when heavy-traffic events like cinco de mayo roll around, this direct online ordering interface will not only help avoid the dropped orders or common mistakes that may occur onsite or through the phone, but also result in higher sales. according to givex data, 34% of diners say they usually pay up to $50 per order when ordering food online, while the average spend per person in a full-service restaurant averages $16-30.
additionally, the implementation of online ordering also builds customer loyalty, as 67% of customers who have placed an order online will visit the restaurant more frequently versus those who have not.
third-party delivery integration
in the case of online ordering, third-party delivery apps like ubereats or grubhub tend to be the most popular option among consumers in the u.s.. according to research done by emarketer, 23% of all smartphone users will use a food delivery app by 2023, and orders through popular apps like grubhub and ubereats have been found to raise restaurant sales volume by 10% to 20%.
and with many people throwing their cinco de mayo bashes at home this year, restaurant operators need to integrate their online ordering platform with third party-delivery providers to ensure they tap into as much delivery market share as possible. not only will this integration make the restaurant easier to find online, but it will also ensure delivery orders are handled in a timely manner and with complete accuracy, which is especially important on high-traffic holidays. the better experience the customer has when ordering food for their cinco de mayo party, the more likely they will return in the future.
pos data and strategic marketing campaigns
the power of an omni-channel pos platform is about more than a streamlined online ordering system. it also provides critical data-driven insights, which can be an incredibly valuable tool when it comes to maximizing sales, as it offers turnkey reporting options that make it easy to identify patterns and trends.
for example, relevant customer information can outline a restaurant's most popular (and profitable) menu items, and even pinpoint the items that are more susceptible to group ordering or the times of day a specific item will be ordered. from there, operators can launch strategic marketing campaigns centered around boosting online ordering sales during events like cinco de mayo, whether that be a buy-one-get-one deal for margaritas or a free side of chips and guacamole with every third-party delivery order. this analytically-powered strategy can also be used to capture loyalty members by specifically tying the promotions into a loyalty app and rewarding valued customers.
after two years of the pandemic, it is safe to say that consumer behavior has changed for the foreseeable future. now, it has never been more important for operators to implement a streamlined and up-to-date online ordering strategy. this cinco de mayo, data-driven capabilities and omni-channel pos technology are essential if restaurant operators hope to reach more potential customers and join in on the festivities.
graham campbell, coo of givex, a global cloud-based operations management solution designed to streamline business efficiencies and generate valuable and actionable customer data with offices in canada, the united states, the united kingdom, australia, china, brazil, singapore and newly opened in mexico city. campbell is an innovative technology executive with over 13 years of experience in the payment, e-commerce and point of sale sectors. he started at givex in march 2006 and since then has held positions including: vp of projects & implementations, vp and general manager of givex’s point-of-sale (pos), senior vp of product development and now holds the position of the company’s chief operating officer.