What is the Omni-channel Strategy for Restaurants?

A few years ago, omni-channel was a concept applied almost exclusively to retail brands. Today, it is a successful operational model used by organizations across multiple industries, including the food and restaurant sector. 

But what exactly is an omni-channel restaurant, and why should your restaurant aspire to be one? Let’s define a multichannel strategy's advantages and building blocks for your food business.

What is omni-channel? Why should I embrace it?

 The restaurant industry is experiencing a transformation. Today’s consumers want to order their food fast, wherever they are, whenever they feel like it. A seamless and connected customer experience is a must, not just a nice-to-have. Those consumer needs are driving the omnichannel trend. For restaurants, that means providing multiple ways for customers to order, pay, and get their meals.

And there’s more. Your guests expect a consistent experience, regardless of their sales channel. Whether the customers order in person, over the phone, online, with a QR code, in food ordering apps, or at a kiosk, you should have a solid strategy to satisfy their need for convenience, personalization, speed, and consistency.

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So why should your restaurant take an omnichannel approach? For the same reasons, you would expand your brick-and-mortar locations to reach new and different customers and create additional revenue streams.

And let’s not forget that multiple convenient ordering options, both online and offline, is exactly what your customer is looking for. 

Building a successful omnichannel operation

To win at omni-channel, you need to harness technology in several ways. 

Technology allows customers to book tables online, leave feedback about their experience, and follow your business. It also allows your customers to order online, through third-party food delivery apps, from click-and-collect stores, through a QR code, or at a kiosk in your restaurant.

Secure payment, browsing your menu online, tracking delivery orders, and rating your restaurant wouldn’t be possible without today’s extensive suite of technologies.

However, your restaurant must also be able to process all these different types of transactions consistently and efficiently. If you can’t handle the demand seamlessly, being on multiple platforms will backfire quickly.

That’s why it’s crucial to integrate as many channels as possible into your restaurant’s point-of-sale system - and other business systems for personnel planning, inventory management, reporting, etc.

By ensuring that your online delivery, takeout, kiosk, and QR orders flow into your POS, you can provide an excellent experience while focusing on your core business: preparing and serving delicious food.

Omnichannel marketing

 To successfully execute your omni-channel strategy and optimize the customer experience, it’s important to understand all the channels involved. Which customers use which channels, and when during the ordering process? And how can your restaurant master marketing to capture that audience?

For example, the average diner considers more than 4 restaurants before deciding where to eat. Surely you don't think the customer is looking for a place to eat (only) by walking around the neighborhood?

Therefore, every restaurant must have an omnichannel marketing strategy. Social media can be used to build customer relationships, identify brand ambassadors, share photos and stories, and inspire people to try your brand.

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Email marketing is another great way to reach your customers, for instance, with promotions, personalized offers, and news. Ensure your email security is on point and the DMARC record is enabled before starting your campaign. Don’t forget about loyalty programs - 65% of a company’s business comes from existing customers.

Your marketing approach should be consistent across all channels, so keep an eye on your branding. Last, everything must be kept connected to the offline world. Your customers switch between online and offline without flinching. Regardless of what type of channels they use, they desire a smooth and frictionless omnichannel experience.

The omnichannel restaurant is future-proof

 More than ever, businesses rely on omnichannel strategies, such as online ordering, takeout, delivery, curbside pickup, etc., to encourage (repeat) business. Diverting your resources can help your restaurant maintain and grow your customer base now and in the future.

To read more about the omnichannel approach and how it can drive sales and help your business grow, check out our ebook: Omni-channel for restaurants. What is it? How can it benefit your restaurant?