When it comes to tech adoption many businesses are skeptical, and consequently often hesitant to invest in new trending technologies. The restaurant industry is no exception to this rule, which garners the question, why?
From a sales perspective it is extremely difficult to get businesses to buy into new technologies, especially if they are relatively unproven in a given market. Hence, another question arises, how do we prove value, and facilitate adoption? This is the question many businesses struggle with.
Take Boise, Idaho as an example. This growing metropolis has a diverse array of fast-casual, ethnic cuisine and restaurant locations that fit perfectly into the target market framework of online ordering. Yet, businesses are extremely reluctant to make any type of investment in this technology. Why? There are a number of common objections. Here are a few :
- It’s too expensive
- It’s too complicated from an integration and usage perspective
- People aren’t ordering online
- If I am busy, how will I know that someone has placed an online order?
- Why would anyone order food online when they can just call?
- Not enough people are going to order online to make it profitable
All of these kinds of objections are completely valid and extremely common. In fact, this type of sentiment epitomizes many smaller markets. However, it is this sentiment that is fostering a “laggard” market here in Boise, and other smaller markets outside the bigger cities. It is this sentiment that is closing the door on lucrative new revenue streams, inhibiting customer service, impeding customer loyalty, and the most frustrating thing of all, each and every one of these objections are based on ‘laggard’ sentiment. By laggard, I mean a conservative mindset that is resistant to change. Which, I feel is completely detrimental to any business. We all know the business operations, and the business environment itself are not static, the market, and consumer behaviors are constantly changing, and if businesses are refusing to adjust to, and align with this change, how can they think they will be able to maximize their performance, or even stay in business against all their more progressive competitors.
Take Webwaitr for example. One look at their interactive demo and you will see how user-friendly the technology is. It is so intuitive, consumers could literally have a customized order processed with more accuracy, and in less time than it would take to order over the phone. The cost objection has been eliminated with zero sign on/ setup fees, and no commitments. It is a risk-free investment opportunity. Yet, owners still hesitate.
Objections answered:
- Consumers are able to make custom orders on-the-go from their desktop and mobile devices. On-the-go is common, and this market of busy consumers demand convenience and speed of service, which online ordering delivers.
- There is increased accuracy when placing orders online. Gone are the days when consumers are disappointed because their order was messed up due to operator error.
- Online ordering provides businesses with an additional lucrative consumer touch point. US mobile payments are set to reach $90 billion by 2017. Mobile payment is “on-the-go” payment!
- The growth of online ordering is real, and it is here, right now. Consider that restaurants are now averaging $1,500 to $7,500 in online orders per month, or that 37.5% of fast-casual restaurant consumer are now ordering food online.
Mobile and ecommerce is not constrained to any single vertical. In fact, online ordering is now a multi-million dollar industry in many large cities such as New York, San Francisco and Chicago. It is only a matter of time until this phenomena takes hold in the smaller urban towns and markets.
Now is the time to invest in the present, and the future. In the words of Dave McClure, “Everyone eats, everyone is online, so what are we waiting for?” It’s not a matter of if, but when the smaller markets fully adopt this technology, be first in line when it happens!
Capitalize, without taking a single risk. It’s at least worth checking out, don’t you think?!
If you have additional concerns, or are still skeptical about the online ordering industry please leave a comment below. We’d love to hear from you!