Phone, Mobile, And Web: Addressing Off-Premise Takeout Opportunities

By David Schofield, CEO, Restaurant Revolution Technologies, Inc.

The problem with takeout these days is that although technology has made takeout ordering more accessible, the customer experience has not improved. Why is that?

Certainly part of the blame falls to us as people. Because as things all around us become faster, more accessible, and automated stemming from advancements in technology, we grow increasingly impatient and intolerant. Waiting is inexcusable. Mistakes are intolerable. We place a takeout order online for pick-up; we expect it to be ready at the time designated with no wait and with no mistakes — every time. That’s who we’ve become. However, the takeout experience problem is more complicated than that.

The issue falls to the restaurant for failing to recognize the full “off-premise” takeout opportunity when proceeding to only implement online and mobile technologies.

How so?

Consider this — even with the advancement of technology, 70% of all restaurant takeout orders still come in over the phone. Adding online and mobile menu ordering services is important, but it’s only addressing a smaller portion of the complete takeout landscape. And while there are an array of different technological widgets available, restaurants really need to be thinking about how to implement a fully integrated, end-to-end solution that addresses 100% of the off-premise operations. In doing so, the overall customer experience will improve.

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