The acceleration of digitisation in the restaurant industry is one of the main consequences of the health crisis. The transformation has been rapid and quite radical, to the point of leaving some restaurateurs on the sidelines. In this context, the question is: How best to optimise your restaurant and leverage digitisation? Digitisation has three major benefits. Indeed, it can increase the number of new customers, raise the average bills, and build customer loyalty, which drives repurchase and increases frequency.
Customers are key for a restaurateur, yet the cost of acquiring new customers can be very expensive and sometimes not very effective in winning their loyalty. The first lever to win new customers is to adapt to the current context. The crisis has been a vector for digitisation among consumers, who have massively turned to digital solutions to avoid spreading the virus.
So to win new customers, it is essential for restaurant managers to develop their online visibility,either through delivery sites with a commission cost, or by working on the website’s ranking on search engines,particularly the establishment’s profile and the practical information it features (updated timetables, positive customer opinions, evolving menus, creation of activity-related content, etc.). By focusing on these crucial points, restaurateurs will increase their conversion rate: the ratio between the volume of visits to the site and the total volume of orders will improve significantly, which will create a virtuous circle of visits leading to orders. Working on the establishment’s e-reputation is an essential aspect for restaurateurs. It is key to reply to all comments and feedbacks, even positive ones, in order to defend their activity and reputation.
The average bill is another key aspect. Having an order certainly is a great start, but exploiting its potential and providing adapted offers to increase the total amount is even better. The Pindot digital menu is an excellent way to increase the average bill. Indeed, in addition to the health and logistical advantages it offers, it also helps highlight offers and promotions that will drive up-selling and cross-selling. Up-selling is the possibility for the customer to move up-market in their purchase: Buy a product with a higher price than the one they initially wanted to buy, while cross-selling is the sale of a complementary product that the customer did not necessarily plan on buying. Such impulse purchases are very often tied to the attractive pictures displayed on the digital menu. These techniques will ultimately help the manager increase their margin and profitability. By implementing the digital menu and highlighting certain products and special offers, Pindot gives restaurateurs a very concrete solution to increase their turnover.
Finally, digitisation will also help build customer loyalty, thus increasing the purchasing frequency. Indeed, a customer who has already created an account and knows the menu is more likely to come back soon after, if prompted. This makes it possible to send them special offers and build loyalty.
Pindot is the answer to many issues for restaurateurs. Indeed it helps them centralise and increase the accessibility of all services. With a unique algorithm developed inSwitzerland, restaurant owners can highlight best-selling dishes or other predefined offers and thus increase the average bill.
Digitisation presents many benefits and, with the on-going health crisis, is gaining in popularity among customers. Restaurants and hotels must adapt to stay in touch with their customer base and best meet their new ways of consuming.