Online Ordering Marketing for Restaurants

Online Ordering Marketing Benefits

There are many other benefits to offering online ordering.

• Reduced wait times for customers: Customers can place their orders in advance and schedule a time to pick up their food, so they don’t have to wait around at the restaurant.
• Increased order accuracy: Customers can take their time to enter their orders into the system, which reduces the chances of mistakes being made.
• Improved customer satisfaction: Make the ordering process more efficient and less frustrating for customers, leading to higher levels of satisfaction.
• Higher average order values: Patrons who use an online ordering system tend to spend more per order than those who place orders over the phone or in person.
• Reduced labor costs: Automate many of the tasks involved in taking and fulfilling orders, such as taking guest information and payments, which can lead to reduced labor costs.

Not only will it improve your overall revenue and guest satisfaction, but it can also supercharge your online ordering marketing.

Gather guest data such as their name, postal code, food and beverage preferences, and spending habits. With this data, online ordering marketing becomes a possibility that can not only improve your marketing ROI, but also increase guest loyalty and lifetime values.

Users of GloriaFood, Toast, Olo, or Revel can now easily integrate with Bloom Intelligence. This will allow them to pull all of this guest data into the Bloom platform.

Then it can be used to trigger specific marketing automation campaigns, such as sending a rating email to them at a configured time after their order takes place. Or, using Bloom’s machine-learning algorithm or the number of days since their last order, you can even begin to identify and bring back lost guests.

The true value is that you can begin to understand your guest’s journey across platforms.

 

How to Trigger Automated Online Ordering Marketing

There are many automated online ordering marketing campaigns that can be configured in Bloom using the guest data you can collect.

These campaigns can be triggered when a guest meets the configured campaign criteria.

For instance, you could configure a campaign that would send a guest a first-party survey asking for them to rate their experience. The email can be sent immediately to rate their online ordering experience, or a couple of hours after they have ordered to rate their overall experience.

 

 

Then, when the guest rates their experience, that data is stored in the Bloom platform in real-time, making it very simple to track, test, and optimize the campaign over time.

As mentioned above, another online ordering marketing campaign you can execute uses a machine-learning algorithm. Based on the guest’s visit history at your location and their online ordering history, the system will identify guests who may be at risk of not returning or ordering online.

An automated message can be sent reminding the guest of a special event, new menu item, or anything that might pique their interest. Some restaurants will offer an incentive, such as a free drink or dessert, for example.

Bloom Intelligence users are seeing more than 38% of their lost guests return, improving customer lifetime values and providing a huge lift in revenue.

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These personalized online ordering marketing campaigns can truly engage your guests, build trust and loyalty, and keep your restaurant top of mind. All while saving you time, and allowing you to concentrate on providing the best service to your guests.

 

 

 

Segmentation for Better Online Ordering Marketing ROI

Another great benefit of using integrations with Toast POS, GloriaFood, Olo, or Revel is that the data you collect is stored in individual guest profiles.

These guest profiles quickly begin to add up. Before long you’ll be growing a huge list of your actual guests, all with rich, verified, first-party data.

Then you can filter and sort the list based on guest behavior and demographic data. For example, you could build a list of female guests who have visited or ordered online more than 5 times and typically visit after 4 pm.

 

 

You can build as many lists as you please. Then, you can create specific messaging that the guests in the list would engage with.

Or, create a list representing your ideal customer profile and export it, and then import the list into Google or Facebook to create look-alike campaigns to help find new guests.

Ultimately by integrating your online ordering with your customer data platform you can quickly build a large customer database of first-party data.

You can then use Bloom’s artificial intelligence-powered reputation management and marketing automation to increase your guest’s lifetime values while saving time.

 

Types of Online Ordering Marketing Messages

There are several types of messages that are effective when marketing to your online orderers.

With marketing automation, all you have to do is configure the campaign once and it will execute behind the scenes automatically.

First, you create a message for the campaign that will be sent to your guests. Then, you configure the triggers that will cause the message to be emailed to the guest. From that point on, your marketing message will be sent to each guest who meets the triggering criteria.

Examples

There are many different triggers and combinations.

• At-risk Guest Campaign – when guests have not ordered online in a given amount of time, or when they have surpassed their typical ordering time, send a message enticing them to come back.
• Upon-Ordering Campaign – configure a message to be sent to guests a specific amount of time after they order online. Send surveys, offers for future orders, and more. For example, send an immediate message asking how the ordering process went, or send a message 2 hours later requesting a response about their overall experience.
• Happy Birthday Campaign – this is one of the most popular and successful campaigns. The message would be sent to guests a few days prior to their birthday. Typically it will include an offer they can redeem on their special day.
• Survey Campaign – send a message to guests asking them to rate their recent experience. It can be sent at a predetermined time after they order online.
• Milestone Campaign – send a message with a reward for guests when they reach a particular milestone, such as the 10th time they order online.
• Upon Registration Campaign – send a thank you message to guests when they first sign up for online ordering.
• Upon Ordering Campaign – send any message you wish whenever guests order online. It can be configured to be sent a certain amount of time after the order, depending upon the topic of your message.

These are just a few of the marketing automation messages you can send to your guests for online ordering marketing. You can also send triggered messages based on guest demographics.

 

Online Digital Advertising

Google and Facebook are moving away from cookie-based advertising. This means there is no way to target specific guests, or groups of guests, without uploading your own data.

With Bloom Intelligence, you can quickly build a large clean guest database to help you find new guests. 

By building your own first-party guest database from online ordering, you will open up the opportunity to remarket to those guests online using Google or Facebook/Instagram ads.

One of the most effective ways to keep current guests coming back is to execute a remarketing campaign aimed at your current and past guests. With your own first-party data, this becomes very easy to do.

According to Signifi Media, the average click-through rate (CTR) for remarketing ads is 10 times higher than regular display ads. 

The average CTR for retargeted ads is 0.7% compared to 0.07% for regular display ads. 

A CTR of 0.7% is a significantly better conversion rate compared to other digital advertising strategies, which could make a powerful difference in restaurant marketing ROI and acquiring new guests. 

 

Lookalike Campaigns for Google and Facebook

Creating lookalike campaigns on Google and Facebook is a relatively simple strategy. You export your list of guest data to Google or Facebook.

Then, these platforms will begin creating a list of other people who match the characteristics of those in your list.

A lookalike campaign takes an audience of existing guests and finds a whole load of new guests in the same demographics with similar tastes.

The idea is that these people are also likely to enjoy your service. Likewise, a good percentage of them will become loyal guests themselves.

 

Once your lookalike audience has been created with a service like Facebook or Google Ads, your targeted marketing ads will be served to this new audience.

A successful lookalike campaign could unlock an entirely new market of guests similar to those who already love your restaurant.

And the key to creating a good one is to know your own guests as well as possible.