March 2, 2018
Why Omni-Channel Digital Development Is Crucial For Restaurants
By Breck Hapner

For your brand to thrive and continue to do so in the long-term, it is important to invest in technology services. This is why omni-channel digital development is crucial for restaurants.

In addition to cloud server management for restaurants, API integrations and delivery integrations for restaurants are also important.

As an owner, that means digital channels that offer your customers a seamless experience on web, mobile, kiosk and tableside.

And your success in delivering a digital experience lies largely in ensuring consistency across all of those platforms.

Well-designed and cohesive user experience (UX) for restaurants provides features and ease of use in each of your platforms that can and will translate into increased success for your restaurant. But just why is it so important?

 

It Distinguishes Your Business

 

Maintaining consistency across your platforms will distinguish your restaurant from others.

Your website, mobile app development and self-serve kiosks should feature the same or strongly similar design elements, from your logo to the fonts you use to how the menu is navigated. It should reflect your brand and in-store experience.

If your restaurant is modern or more casual, consider light colors and making good use of clean space.

If your restaurant is more high-end or formal, the color scheme and design should reflect that and you should avoid things like “sing-songy,” conversational text and exclamation points.

When a customer visits your website or uses your mobile app they should immediately associate it with the experience of being in your restaurant. Your digital experience is an extension of the service you strive to deliver in-store.

 

It Builds Loyalty In Your Customers

 

Customers who know they can rely on your website, mobile app and kiosks to work consistently and in a similar manner will be more likely to become loyal patrons.

For example, if you offer the option to place delivery orders on your mobile app but not on your website, a customer might be less likely to place an order if he or she is, say, at work and wants to place a quick online order on his or her computer at the end of the day.

Your platforms should also store customers’ information or allow for easy log-in so they don’t have to re-enter it every time. If they know they can easily access their information they will be more likely to engage in online ordering, visiting your restaurant versus someone else’s.

Customer loyalty & rewards integration is essential to your success because it not only builds a consistent stream of business, but happy customers make for excellent source of “word of mouth” advertising.

 

It Streamlines Your Business

 

Consistency across your platforms isn’t only important to customers and building. It is key to streamlining your operations. Your restaurant’s digital experience is as much about you as it is about your customers.

Ensuring that your platforms are cohesive and up-to-date will help you track things customer activity and your inventory and it can help improve – or even perfect – order accuracy and speed.

These technologies will provide you with a wealth of data that will help you run your restaurant more efficiently, which in turn can lead to new and repeat customers and increased sales.

The key is to listen to your customers’ feedback and to keep your finger on the pulse of new technology.

And when you implement upgrades, it is imperative that you do so across all platforms and ensure that they have been fully tested and perfected before launching them.

 

Marketing Director Breck Hapner handles the development and implementation of Chepri brand strategy, builds content for new and existing services/solutions, and oversees the implementation of campaigns, digital marketing, events, and PR.

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