As the world continues to grow, adapt, and evolve, we are all seemingly busier than ever, and seeking time savers and easy hacks to help us solve problems quickly and effectively. This is particularly true for customers looking to enjoy tasty new dishes, but also for the hospitality businesses that serve them.

Customers in this category are often time-poor, and ensuring they can enjoy delicious meals in a fast, effective, and streamlined manner is a real priority for many of them.

Fortunately for your business, we have the solution you need: welcome to the world of direct ordering. This is an innovative change that will allow you to connect to a wider range of customers, keep them happy and well-fed, and help grow your business.

 

What is direct ordering?

 

As the name suggests, direct ordering is a smart initiative that allows your customers to order online from your establishment. It’s a super flexible solution that can really help your business expand and grow to the next level.

It’s also popular with customers; 63% of customers in the United States said that they would prefer to order directly from a restaurant, with just 18% favouring a third-party delivery service. Our recent consumer research supports this, with 62% of people saying they would prefer to order direct when they have the option.

 

In addition to meeting customer preferences, direct ordering comes in a wide range of options…

 

How does direct ordering work?

 

It’s simple. Once your online ordering system is set up and ready to go, customers can simply head to your site, or download an app, and they will be able to access all that you have to offer.

And the best bit? With direct ordering, you’re in control. With a fully branded online ordering system, you control your brand and how you position it to your customers. And you control your orders – including how many you take and when you take them.

 

So what are the benefits of direct ordering for hospitality firms then?

 

1. Better margins for you

One of the main advantages of direct ordering is that it allows you to keep a healthier cut of your profits. Marketplaces charge an average commission of 30%, which is obviously a big chunk.

When you choose to utilise direct ordering, on the other hand, you drastically reduce this,  with Slerp, managed delivery commission is just 6%  Now that’s a serious incentive.

We don’t mean to be dismissive of the merits of third-party marketplaces; they can be great for boosting visibility and attracting new customers.

However, depending on third-party platforms might work best as a short-term solution For long term growth, embracing direct ordering is the better choice.

 

2. Take control of the entire customer journey

One of the main issues with outsourcing anything is that you have to relinquish some control – this is true with online ordering. When you rely on third party marketplaces, you don’t control the customer experience, you don’t collect the data. Direct ordering allows you to quality-check the entire experience from order to delivery, which keeps customers happy and ready to return time and time again.

By taking charge of the online ordering system, you can also reduce the risk of mix-ups with deliveries and orders. Your customers order with you, the order is processed with you, and the order can even be delivered by you (if you choose self delivery). This reduces the chance that something will go wrong.

 

3. Drive loyalty

With direct ordering, you have the opportunity to drive loyalty and repeat orders by regarding the customers who order with you most. Create a loyalty programme that allows you to offer points, or stamps when customers order online or on-premise and watch repeat orders grow. A free item after a few orders.

 

4. Build long-term growth

A key benefit to implementing direct ordering is that you are future-proofing your business, and ensuring you have long-term security through a remote, permanent connection with your customers. No matter the external circumstances, you will still be able to take and fulfil orders, communicate with customers, and keep the wheels turning.

 

Final thoughts

 

Direct ordering is a trend that is here to stay, and is an investment that could seriously upgrade your hospitality business.

Would you like to learn more about the possibilities? If so, get in contact with the Slerp team to kickstart your direct ordering today.

Reading the title of this blog, you might already be thinking yep already offer loyalty. But we’re not talking about the easily lost paper versions that you hand out to each customer as they order. We’re talking about the kind of loyalty programme that actually keeps customers coming back for more… the digital kind.

Before we get into the juicy info, let’s cover the basics. Our digital loyalty programme is essentially the same as a paper stamp card but 10x better. To start with it’s online so your customer can’t lose it or confuse it with 100 other cards they have in their wallet. It’s also interchangeable between web, app and in person. So it doesn’t matter how they order, they collect points either way.

So now we’ve sparked your interest, let us tell you why we reckon digital loyalty is a must have for your restaurant.

 

More engaged customers

 

We all love a freebie. So the thought of getting a coffee for free or 50% of a burger for the small price of becoming a regular is definitely worth it. Think about it, if you find a cafe that you like that offers you your 10th coffee for free, you’re going to keep going back. In fact, we recently paired up with KAM media for a research project and found that 84% of people would be more likely to order from a venue if they had the opportunity to gain loyalty points. That’s a lot of business you could be missing out on!

 

Another reason to order direct

 

We’ve always said there’s a time and a place for a marketplace, they’re great for getting your name out there. But they should not be part of your long term strategy. Direct ordering has a lot more potential for growth and that’s where loyalty comes in. This is a great way to tempt your customers into ordering direct. And trust us, they want to. 62% said they would order direct if they could, they might not even know you offer it! Loyalty helps you stand out from the marketplaces and once your customers branch out, they’ll keep coming back.

84% of people would be more likely to order from a venue if they had the opportunity to gain loyalty points

SLERP X KAM MEDIA 2022

 

More sales

 

We know it’s not a super original point but we also know it will always be an important one. If nothing else, loyalty drives repeat business. You probably already have a loyal band of customers, you just don’t know it. With direct ordering you have full access to all of your data, so you know who’s ordering regularly and you can reward them.

If that isn’t enough to convince you, loyal customers actually spend more, 67% more! So if you want to grow your business and your online presence, loyalty programmes really are a great way to do so.

Crosstown loyalty

 


 

Paper stamp cards suck!

 

We’ll say it one more time for the people in the back. Paper stamp cards really do suck. How many times have you lost one or found an old crumpled one in the back of your jeans? Yep, us too.

Digital is more reliable, more convenient and eco-friendly. Continuously printing them out just for people to lose them really is such a waste of paper. And at a time where we can and should be making as many swaps as possible to make a difference, this seems like a no brainer. Save yourself the money and the trouble and the planet some trees!

Whether you’re a longstanding partner, new to Slerp, or looking to get into direct ordering full stop, a loyalty programme is something you should consider. Stay ahead of the competition and start implementing yours. New to Slerp entirely? Sign up today! Or if you’re already a partner, get in contact with your account manager now.

We could sit here and compare ourselves to third party ordering platforms all day but we’d rather focus on why Slerp is a great partner when it comes to your online business. We could tell you all about the financial savings of direct ordering compared to a market place (but you already know that). But as operators ourselves, we understand the importance of building and maintaining customer relationships. It’s what our industry is built on. And let’s be honest, loyalty is tried and tested when it comes to building customer relationships. After all these years, if there’s one thing we’ve learned, it’s that everyone loves a freebie.

Introducing Slerp Loyalty… your very own personalised, dynamic, digital loyalty programme. Here’s why our latest launch is going to be a game changer for you and your hospitality business.

 

Focus on nurturing the relationships that truly matter

 

A digital loyalty programme will enable you to focus on what hospitality is really about – giving your customers the best  experience possible. Unlike market places, we give you full access to your data so you know exactly who your most loyal customers are. This will give you the scope to focus on building the relationships that are key to your business, rewarding them as a thank you for their support. Something that is entirely in your interest considering that on average, 70% of orders come from just 30% of your customers. And if that wasn’t enough to persuade you, loyal customers actually spend more. An average of 67% more!

A digital loyalty programme essentially combines the flexibility of online ordering with the personal touch of face to face service. For those of you who might have worried about how digital ordering might detract from the customer experience, loyalty could be the answer to your problem.

70% of orders come from 30% of your customers

 

Paper stamp cards suck!

 

How many times have you been given a paper stamp card by a restaurant and put it in your pocket or bag with the good intention of using it… only to discover it crumpled and unused months later? Yeah us too. So free up space in your customers’ wallet and join the 21st century. Not only is digital more convenient, it’s more eco friendly too! It may not seem like much, but think of all of the paper that could be saved if you transferred your loyalty programme online. Not to mention the expense of printing which we’re all painfully familiar with.

 

Keep your customers coming back for more

I know we said we weren’t going to talk about the savings gained from direct ordering compared to market places, but loyalty is a great way to incentivise direct ordering. Direct orders have lower commissions than marketplace orders, thank your customers for their support and they’ll order again and again.

It doesn’t matter how your customer orders, they can gain loyalty stamps or points every time they order with you. Slerp loyalty is seamless, easy and flexible. This addition will only heighten their experience and keep them coming back for more.

 

📸: @koinonia_inthe_kitchen

 

📸: @tofufoodie

 

Convinced yet? Get started on creating your own loyalty card today in your dashboard. Not a Slerp customer? Get in touch and become one.

For more information just head to our website or our help centre.

With the unpredictability of the market over the last two years, the chances are that your eatery has already tapped into a food delivery market that was already steadily on the up each year well before the pandemic.

However, with Slerp you can take it to the next level and launch a dedicated food ordering app for your brand. So here’s why you should consider having your own app.

 

1. It makes the online ordering process quicker, easier and smoother 

 

Your takeaway or restaurant might have arrangements already in place for online food ordering, but is it user friendly or ‘good looking’ from the customer’s perspective.

A dedicated food delivery app for the customer’s phone is just that. It will save the customer who wants to repeatedly order from you the hassle of fiddling around with a main website that may not even be optimised to display well on their phone.

 

2. It helps build brand familiarity and loyalty 

 

Own a spot on your customers phone. We aren’t just referring to the fact that the customer has downloaded your brand’s online ordering app. They will be reminded of your restaurant or takeaway every time they look at their screen.

Your own app will also give you the scope to directly incorporate a loyalty programme. Customers could quickly accumulate stamps or points that would give them perks later on and be available at just a touch.

Own a spot on your customers phone and remind them of your business every time they look at your screen

 

3. It can include a variety of online ordering methods 

 

If you’re going to invest in an online ordering app you want it to incorporate any and all ordering options. By that, we mean not just traditional ordering for delivery to the customer’s home, but also the ability to ‘click and collect’ or ‘order at table’. Which will mean customers further associate your hospitality firm with the utmost convenience.

 

4. It eliminates or minimises the likelihood of order errors 

 

If your business is still depending on manual orders – such as over the phone – you have even more reason to invest in an ordering app.

The fact is, human errors happen. Whatever the cause of the mistake, it is always best to avoid anger or disappointment with your customer. A dedicated food ordering app will formalise the ordering process and reduce errors.

 

5. It can help streamline your running costs 

 

At Slerp, we work with you to create your very own app. We will take care of maintenance and updates, leaving you to do what you do best! You simply need to add your restaurant’s branding and images.

Your team will no longer have to spend time or energy taking orders over the phone. They can turn their attention to your customers, maximising their experience, or spend their spare minutes on other important aspects of your restaurant or eatery.

Many of us may associate the rise of online ordering with the pandemic, but the reality is that it simply accelerated something that was already happening. This makes a smart-looking, feature-packed and easy-to-use ordering app one of the best investments your hospitality firm could make for the future.

Connect with Slerp today and we can help you to realise the full potential of 21st century online ordering for your restaurant or takeaway in 2022.

The hospitality industry has shown incredible resilience and adaptability in the face of the pandemic. One key trend to come from this has been the development of efficient, dependable and sophisticated systems for online ordering.

The unpredictable conditions of today’s landscape have led to many more restaurants, takeaways, and similar businesses investing in the development of online ordering and apps. So if you have recently made the excellent decision to partner with Slerp, what are the best ways to spread the word about your new digital capabilities?

 

1. On your website – with a link to order 

If your target customers are wondering whether your hospitality business accepts online orders, one of the first things they are likely to do is visit your business’s website.

When they take that step, will they see an obvious and direct link to your online ordering system? A strong ‘call to action’ button should be placed front-and-centre on your restaurant or takeaway’s website, not hidden away in a fiddly dropdown menu.

 

2. Via social media platforms 

One place you are likely to already have an engaged audience, is your brand’s social media pages. Whether your hospitality firm is active on Facebook, Instagram or Twitter, there’s a lot of scope to shout about the slickness and convenience of your online ordering system with a post or tweet.

Don’t forget that social media is an amazing tool for advertising networks. So, it could be a good idea to use it to get your brand and products in front of people who are not already following your business’s social pages.

 

Utilise social media as an effective and affordable tool.

 

3. Promote online ordering alongside a loyalty programme

We all love loyalty perks, everybody loves a freebie and to feel valued. The situation is no different for your hospitality firm! You can now introduce a loyalty scheme that automatically awards customers stamps or points every time they order from you, regardless of whether it’s in person, in app or online.

It is well-known that loyalty programmes can help drive repeat orders and customer retention. At Slerp, though, we take it one step further. Partner with us and we will give you access to fully automated tools that could further help you get customers buying from you again, based on their shopping history and habits.

 

4. Put up signage on your premise 

If you’re trying to work out who is most likely to order online with you look no further than your existing in-premise customer base. Yes they like to dine with you in person, or purchase in store, but there will be a time when they’re at home and they’re looking to order in, make sure that they think of you.

Ensure you have signage in and around your physical store, highlighting the wide-ranging online ordering capabilities you offer. Eye-catching, colourful banners featuring your website link or a QR code can go a long way – as could promotional flyers distributed to nearby homes.

 

Encourage your in store customers to get online.

 

5. Reference your digital app on your food and drink packaging 

This is another ‘old-school’ method for promoting aspects of your business, but it is a powerful one. Just imagine the awareness you could gain for your online ordering capabilities, if you simply added a QR code or printed a message about your website, ordering app and loyalty scheme on every food box you deliver.

Many of the best ways of spreading the word about your online ordering capabilities are free or relatively inexpensive – so don’t overlook great promotional opportunities right under your nose.

And don’t worry if you would rather not be too distracted from your core business right now. Partnering with Slerp can enable you to make the most of our expertise in online ordering, while freeing up your team to do what they do best.

Our love for bakeries in the UK is clear! The market is worth £3.9 billion, accounting for a significant proportion of the country’s food industry. But, what do you think when you picture a bakery? A traditional walk-in businesses, with a counter full of cakes, doughnuts and breads. For years we’ve strolled into our local bakery, maybe during a lunch hour at work, to buy our favourite cakes or other baked goods. However, if you run a bakery, it is likely that you, like many hospitality businesses over the past few years, have had to think about significantly upgrading your online presence.

 

You have probably considered putting in place an online ordering system, for those customers who want the convenience of being able to purchase goods from you even when they aren’t on your premises. Or you might have built an online presence to help you attract and retain customers. The great news is that a dedicated online bakery ordering system is the perfect investment for your business and here’s why.

 

It allows for a smoother, more convenient customer experience

 

If you are serious about your business not just surviving, but thriving, an online ordering system is essential, rather than something that is simply ‘nice to have’.

After all, the pandemic has driven many of us into new ways of doing things – including discovering the slickness and convenience of purchasing food online for delivery. It’s no accident that one online cake shop cited by British Baker saw an astounding 225% year-on-year sales spike in the period from March to May 2020, as the first national lockdown hit bakeries hard.

People have got used to the convenience of ordering online –it’s not a fad that will fade away, it’s a trend that will only grow. By not being online you’re leaving your business vulnerable. Now is the time to seriously consider a sophisticated online ordering system that will boost growth and stability.

 

    

Fabrique Bakery – powered by Slerp

 

It can drive customer loyalty

If a favourite bakery of yours (that you visited in person) was not available for delivery, what would you do? Many of us would turn to a competitor that did have a well-developed online presence, with an easy-to-use online ordering system. And, once comfortable you may be less likely to return.

If you want to keep more of your treasured customers coming back to your bakery, an online ordering system is the way. Choose Slerp, and we can even provide your bakery with its own branded app, and tailored loyalty programme.

 

It’s quick and easy

 

Yes, technically you could accept orders from customers over the phone.

But you and your employees won’t always be available to take orders over the phone, outside your daytime opening hours perhaps. That aside, telephone orders are prone to human error and hardly the most efficient way of processing orders.

Would you not prefer a system that takes such hassle off your hands? With the right online ordering system, your bakery can take customer orders with ease right through the day and night! Freeing you up to focus on what you do best: rustling up the most delicious baked goods.

Get in contact today to learn more about the different ways Slerp could support you and your bakery with online ordering.

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