Are mobile food & drink ordering apps here to stay?
The hospitality industry faces another four weeks of social distancing and restrictions before we can look forward to a return to normal trading for the first time in 17 months.
Some venues and customers can’t wait to have stools back at the bar, locals chatting, and the ability to check out the beer fonts as you work out what to have for that all important first drink of the night. In most venues, though, the convenience of finding a table and ordering everything from there, is something customers have come to expect and will likely want to see continue. A view shared by veteran hospitality industry analyst Peter Backman as he considered which covid prevention measures introduced by businesses can be expected to be permanent changes. “Contactless ordering and payment have leapt out of their covid-induced requirement and now seem set for an ongoing, essential role.”
Keep it simple
With mandated table service, consumers have already overcome the initial barriers of giving mobile ordering a go, and venues have perhaps been forgiven for clunky systems and the frustration of having to download a specific app and create an account before you can order a drink. Moving forward though, customers are unlikely to be so tolerant. The apps that will survive will be web-based, so it’s as simple as scanning a QR code and you’re in.
At Tabology, we designed our food and drink ordering app pre-Covid, and it was built on the principle that a first-time user should be able to order at least as quickly and easily as ordering at the bar. As the option of actually ordering at the bar becomes a reality again, this principle will be vital.
Fully integrated
From an operator perspective, you need something that will slot neatly into your existing operation. Again, as a temporary measure during Covid, some venues have made do with a standalone mobile ordering app, either keying orders manually across into the EPOS or running two separate systems. A fully integrated hospitality EPOS and food and drink ordering app will ensure orders aren’t missed, all your stock can be accurately tracked, and you don’t need to manage multiple systems.
What about staffing costs?
The general consensus across the industry is that limited capacity and mandated table service is killing any chance of profits. However, if you use an efficient mobile drinks app, table service doesn’t need to be any more costly than taking orders at the bar. Yes, staff will need to deliver drinks to the table, but they are saving time taking orders, keying them in, and taking payments. Orders ping directly to service areas and kitchens, and just need to be run out to the table when ready.
Your customers still get the convenience of table service and because payments have been made via the app as they go, they’re free to leave when they’re done, removing both the chance of walkouts and that sometimes frustrating experience of needing to catch someone’s eye for your bill.
Additional revenue
We’re happy to have helped customers facilitate click & collect or delivery options using our mobile ordering system during lockdowns. Again, with orders feeding directly into an integrated EPOS this is something sites can continue to offer, hassle free. We’ve certainly enjoyed being able to get a meal from our local pub instead of the usual take away options, especially on a Sunday! By having your own mobile food and drink ordering set up, you’re also fully in control and not paying out any unnecessary third-party commissions.
The key to longevity of mobile ordering apps is ease of use for customer and operator. By having a fully integrated offer with your EPOS, mobile ordering becomes just another part of your everyday service and giving drinkers in your venue the choice.
Our Pub & Bar EPOS with mobile ordering offers features that enable all of the above design options and EPOS analytics, To find out more get in touch.
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