in partnership with CHOWNOW

Online ordering becomes increasingly central to the dining experience, it presents a valuable opportunity for restaurants to grow profits and build stronger relationships with customers. For restaurants of all sizes, a well-optimized online ordering strategy can streamline operations, reduce overhead, and expand reach without relying heavily on third-party platforms. Our friends at ChowNow have put together some tips on how restaurants can leverage online ordering to improve profitability and foster customer loyalty.

1. Keep More of Your Profits with Direct Online Ordering

While third-party ordering apps are convenient and can bring in new customers, they typically charge significant commission fees—often up to 30% per order. For restaurants, these fees can quickly cut into profits, especially for high-volume or high-cost items. Offering a direct ordering option on your own website or app can help retain a greater share of each sale. By minimizing commission fees, direct online ordering not only boosts profitability but also allows restaurants to remain competitive on pricing.

2. Use Customer Data to Drive Repeat Business

Restaurants using third-party platforms often lack access to customer data, which limits their ability to understand diner preferences and create tailored marketing strategies. In contrast, direct ordering platforms typically provide valuable insights into ordering patterns, preferences, and customer behavior. With this data, restaurants can send personalized promotions, build loyalty programs, and create a more tailored dining experience—fostering repeat business and stronger customer relationships.

Data insights also allow restaurants to forecast demand, plan seasonal menu updates, and tailor their marketing strategies to align with customer preferences. The result? A better customer experience that keeps diners coming back.

3. Focus on a Seamless, User-Friendly Ordering Experience

One of the most important aspects of any online ordering system is ease of use. If ordering from your website is complicated or slow, potential customers are more likely to abandon their carts and look elsewhere. A simple, intuitive ordering process can help avoid this and make it easy for diners to place orders quickly.

Consider key features like a prominent “Order Now” button, an easy-to-navigate menu, and a mobile-optimized layout. The goal is to make online ordering feel as natural and frictionless as ordering in person—encouraging more frequent and larger orders over time.

4. Leverage Marketing Tools to Drive Orders

Effective marketing tools can help drive both new and repeat business. By using digital marketing techniques—like email campaigns, social media promotions, and retargeting ads—restaurants can reach customers where they are most active. These campaigns can promote seasonal specials, loyalty rewards, or targeted discounts, which can encourage customers to place orders directly through the restaurant’s online platform.

For repeat business, loyalty programs can be especially effective. Offering rewards for frequent orders can foster loyalty and incentivize diners to choose your restaurant over competitors.

5. Optimize Your Online Menu for Profitability

An online menu should be more than a list of items—it’s a powerful tool for driving revenue. By strategically showcasing high-margin items, popular dishes, or limited-time offers, restaurants can encourage customers to explore more of what they offer and increase the average order size.

Restaurants can also use menu highlights and add-ons to suggest pairings or upsell items, like beverages or desserts. This not only maximizes the value of each order but also allows restaurants to align the menu with customer preferences, creating a more tailored experience.

6. Align Your Online Ordering Experience with Your Brand

When customers order online, they should feel the same connection to your brand as they would dining in-house. A cohesive online experience reinforces brand identity and helps build trust. Elements like your logo, colors, and signature imagery create a consistent look and feel across touchpoints, enhancing brand recall and customer loyalty.

Brand consistency isn’t just a visual strategy—it’s about delivering an authentic experience that resonates with your customers. When customers feel a personal connection to your restaurant’s brand, they are more likely to recommend it to friends and family, further boosting brand loyalty and awareness.

7. Encourage Positive Reviews to Build Credibility

Encouraging customers to leave reviews can significantly impact your restaurant’s online presence. Positive reviews build credibility and attract new diners, especially those who may be browsing online for a new place to try. Many restaurants find success by following up with a thank-you email or message after an online order, inviting feedback.

Reviews on platforms like Google and Yelp also help improve search visibility, which can drive more organic traffic to your website. Making customer satisfaction a priority in your online ordering process helps generate the kind of feedback that attracts new customers.

8. Prioritize Mobile Optimization

With the majority of online orders now coming from mobile devices, a responsive, mobile-friendly website is essential. A responsive design automatically adjusts to any screen size, so your website looks and functions well on mobile phones, tablets, and desktops alike. This accessibility ensures that customers can browse and order with ease, no matter what device they’re using.

Final Thoughts

A well-optimized online ordering system goes beyond convenience—it’s a key driver of profitability, customer engagement, and long-term loyalty. By focusing on a seamless ordering experience, leveraging customer data, and building a strong brand presence online, restaurants can create a strategy that not only boosts their bottom line but also builds lasting connections with their diners. With the right approach, online ordering can transform from a simple transaction tool to a cornerstone of a restaurant’s growth strategy.

Ready to get a commission-free online ordering platform that helps you keep more of your profits? We have partnered with ChowNow to offer up to 2 months free, so sign up today.