3rd Party Online Ordering Systems snatch your customers away from you, charge you to reach out to them, and keep new customers away.
Below is the scenario being played out at restaurants across the country every day. GrubHub, UberEats, DoorDash, Caviar, Postmates and others come bearing a FREE tablet and the promise to bring you new customers, then:
Sounds great, right? WRONG.
Let’s start with an example.
It all begins with search. The results of the Search below shows the business website at the top, followed by the restaurant listing on Yelp. To the right is the Google Business Listing. Yelp and Google point to the website.
It looks as though the restaurant is driving traffic from search to THEIR website where they can capture that new customer as their own.
Right? WRONG AGAIN.
All roads lead away from the business. If you look more closely,
In actuality, the 3rd parties are using their internet against this business.
The business does not capture the customer information. In fact, all traffic from them website, Google, Facebook, Yelp is driven away. Your customers become their customers.
It gets worse. You pay Grubhub and other 3rd parties a hefty fee for the service of up to 35%. In the case of the restaurant above who does their own delivery, it is even worse because they are paying the fee AND have their own drivers who are being paid to sit.
The Bigger Picture
The 3rd party platforms are interested in generating orders, but not just from your restaurant. They are promoting other restaurants alongside yours to grow their customer base which they control. Then they come back to you to ‘help’ you stand out by paying more money to show up in search results, or be shown on other restaurant pages. This is so YOUR customers can place orders at YOUR restaurant through THEM.
It becomes a race to the bottom - a death spiral. Sound familiar ( remember Groupon?)
How you can right the ship today…
You don’t have to stop the 3rd parties immediately. If they are bringing you orders, keep them coming. It is a way to bring in your competitor’s customers. Now you need to keep them and keep the money,
The ultimate goal is to provide and promote yourself.
Let customers know that they can help you keep prices reasonable by ordering directly from you instead of the other platforms.
Stop the bleeding and keep your most important asset - your customers - close.
Get your online ordering button noticedFor the orders to happen, your website visitors need to notice the button and click on it. Magic cannot happen otherwise. Go through this list of best practices and make sure you check all of them.
How to customize the See Menu & Order buttonIt can happen that the default orange See Menu & Order button does not go well on your website. The color does not stand out, the size does not fit the placement, the font or the button style itself do not match your other website elements. In such cases you need to change the look and feel of the online ordering button.
If you are a "do it yourself" type of person but you don't know how to handle this one, continue reading this section.
Your button code looks like this:
<!-- If you would like to customize the button, remove or change the "class" attribute inside the <span> tag -->
<span class="glf-button" data-glf-cuid="a8b19967-e59e-442b-af45-8d4b95897913"
data-glf-ruid="9a426213-7011-43a4-88d5-1943285c39a6" > See MENU & Order</span><script src="https://www.fbgcdn.com/embedder/js/ewm2.js" defer async ></script>
The button's current look and feel is given by class="glf-button". In this class we have defined the properties that make the button look orange, have the font white and so on. You can change the button style by: