We see it and fully feel it now: COVID-19 has changed the way we sip.
The number of trips to coffee shops dropped by a massive 39% in the four weeks leading up to early April.
And the average online order value for cafes increased from $8 in February to $15 in April. That is almost a 190% increase – Kounta Insights.
So what is the future of online orders?
Industry leaders and specialists are echoing the same message: the restrictions across the nation are starting to ease but the dependence on online orders is not going anywhere.
So how can you leverage this change and make the most of this growing source of revenue? Below are three steps to help you get started.
1) Count your dishes – for a good customer experience
“As we complicate menus, what we’re actually doing is tormenting the guest…When the guest leaves (they’re unsatisfied because they feel) they might have made the wrong choice” – Aaron Allen & Associates.
So how do you strike a balance between too many dishes and too few?
Lucky number 7
Psychologist George A Miller, says the number of objects a working memory can retain is around seven (plus or minus two).
So keep the number of dishes in each of your categories between 5 and 9 (i.e. 7 +/- 2) to give your customers the best experience.
2) Tap into cooking aspirations – all eggs in one basket
For many of us cooking has become an antidote to boredom, a grounding experience in this strange new world. Unfortunately, not all of us are natural-born Maggie Beers.
Let your customers create their own café experience with ready-to-make baskets of their favourite menu items.
Offer different levels of difficulty
Include varying levels of difficulty with the baskets, ranging from Take and Bakes (easy) to something they’d have to create from scratch – like slabs of butter and pastry to make their own croissants.
Tapping into this nation-wide aspiration to cook will help your customers stay connected to your offerings in an increasingly crowded online marketplace.
3) Collect customer data – with pre-order & pre-pay apps
As you re-open, look into digitizing your systems with pre-order and pre-pay apps. With less ‘in-premise’ time, customers will feel more confident segueing back into dining-in.
Pre-order apps also have the added advantage of collecting customer data and growing your customer base. Because one of the lessons the pandemic has reinforced is the importance of digital presence and relationships.
Free eBook (a must-read for cafe owners) – how to maximise sales with online orders
Optimising your online & takeaway menu can be easy once you have a plan in place. And the three steps above are a great starting point.
Our mates at Kounta regularly produce and share resources to support cafes and restaurants grow their business. We recommend getting your hands on their Free eBook where they share their insights and tips on how hospo businesses can make the most of this growing source of revenue.
