For Restaurant Owners: Why You Should Have Your Own Online Ordering Platform!

The Power of Aggregator Platforms

Undoubtedly, being present on a major aggregator platform is vital for brand visibility and accessibility. Customers habitually turn to these platforms to explore dining options, read reviews, and revel in the variety offered. Thus, maintaining a presence on at least one of these platforms is a strategic marketing move, ensuring your restaurant remains on the radar of potential customers.

To Stay or Not to Stay?

While staying on aggregator platforms is crucial, the real question is whether to exclusively rely on them or to diversify by having your own online ordering platform. The answer? Yes, and here’s why:

1. Cost Savings

Aggregator platforms often charge steep commissions, sometimes up to 30% per order. By redirecting some orders to your own platform, you can significantly cut down monthly expenses, leading to substantial savings. for instance, if you have 1000 orders per month from aggregators, and you redirected 100 of these orders to your own platform, and let’s say your average order price is $15 , you will be saving around $300 on this small number of orders only.

2. Brand Image and Credibility

A dedicated website or mobile app under your restaurant’s name enhances your brand image, providing credibility and visibility. This independent online presence contributes to a stronger brand identity.

3. Ownership of Customer Data

Having your own platform means you own the valuable data of customers who order directly. This information is a goldmine for personalized marketing strategies and customer retention initiatives.

4. Avoiding Competitor Exposure

When customers order through aggregators, they are exposed to competitors. Having your own platform minimizes the risk of losing loyal customers to other establishments featured on the same aggregator.

5. Direct Communication with Customers

Utilize push notifications to communicate directly with your customers, sharing promotions and special offers. This direct line of communication fosters a stronger relationship between the restaurant and its patrons.

6. Increased Visibility on Search Engines

An independent platform can attract more traffic from Google searches and app stores, directing potential customers straight to your restaurant rather than a third-party platform.

7. Customization and Control

Your platform allows for complete control over the ordering process, enabling customization according to your unique requirements and streamlining operations.

Creating Your Own Platform

Now, the question remains: Can you create your own website or app easily? Yes, thanks to user-friendly platforms like Weevi, Gloria Food, Up Menu, Square, and many others. These platforms offer hassle-free solutions for establishing your online store, often at a reasonable monthly subscription fee.

In conclusion, while aggregator platforms are essential for exposure, having your own online ordering platform is a strategic decision that can lead to significant cost savings, enhanced brand image, and direct customer engagement. As the digital landscape continues to evolve, restaurant owners must consider the long-term benefits of establishing a strong online presence under their own brand.