Pizza is doing well, to say the least. While the restaurant industry as a whole is down about 25%, pizza is carrying on at only a 5% decrease in sales. Why? Well, pizza is a product that is almost entirely centered around delivery. Nearly 50% of pizza restaurants don’t even offer a dine-in experience! Based on this statistic, the only adaptations necessary for half of this restaurant sub-industry was to increase sanitation and implement contactless delivery. Their actual restaurant operations really didn’t have to change much.
Just to be clear, I’m not encouraging you to add pizza to your menu or convert your restaurant into a Domino’s or Pizza Hut. Rather, take note of the characteristics of take-out and delivery pizza establishments, and think about how you can apply them to your restaurant.
What are your most deliverable menu items? It’s no secret that almost any meal loses some of that “WOW” factor when it has to sit in a take-out box for even 10 minutes before it reaches the customer. Find out which of your menu items travel best. Sauce heavy dishes, like pastas and curries, tend to retain heat and presentation even with some travel time. You can promote these items with copy along the lines of “The tastes you love in the comfort of your own home!”
Is your online ordering system easy and simple? When ordering online, a confusing website can cause friction that keeps a customer from ordering. Make sure your menu is easy to find and your restaurant’s phone number and/or the “Order Here!” button are prominently displayed on your website and social media pages.
How many items are on your menu? Consider simplifying your take-out and delivery menus. Not only does it help your kitchen streamline production, it also keeps your customers from being overwhelmed by “The Paradox of Choice”--the more options, the harder it is to make a decision.
If you are looking to strengthen your communication with your customers and drive more online orders,
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