March 27, 2014
Ordering Up A More Effective
Restaurant Website
PRESENTERS
Aryanne Israel
Director, Restaurant Marketing
ChowNow
Brian Costello
US Business Development
1&1 Internet
COMPANY OVERVIEW
Founded: 2010 | Headquarters: Los Angeles, CA
AGENDA
1. Increase your website’s visibility and utility
2. Best practices for branding and engagement
3. Online ordering ...
Free advertising:
Google+, Yelp, Urbanspoon
and City Search
Accuracy:
Review and update claimed,
unclaimed and missing lis...
GOOGLE+
Benefits:
• Increases search rank
• Makes your hours,
phone, address, website
visible/accessible
Tips:
• Choose a ...
AGENDA
1. Increase your website’s visibility and utility
2. Best practices for branding and engagement
3. Online ordering ...
HOMEPAGE
8
Clearly state
location and
hours
Easy navigation
Prioritize
e-commerce
Encourage SM
engagement
Delicious,
becko...
YOUR STORY
9
Delicious Photos
Blog
About the chef/owners
Press links
MENU OPTIMIZATIONS
10
Menu type:
• HTML: By far the best option
• Searchable: Google
recognizes content, and
pushes your w...
WEBSITE PROMOTION
11
YOUR WEBSITE
POS SIGNAGE
VOICEMAIL RECORDING
INTERIOR SIGNAGE
STAFF
FLYER
S
MENU
AGENDA
1. Increase your website’s visibility and utility
2. Best practices for branding and engagement
3. Online ordering ...
2014 RESTAURANT LANDSCAPE
13
Engagement:
2/3 of customers visit a restaurant’s
website before dining
Customer demand:
95% ...
PRODUCT OVERVIEW
14
CASE STUDY 1: CONVERT PHONE TO ONLINE ORDERS
15
IN-STORE FLYERS
FACEBOOK
ADVERTISING
Problem: Tasty Burger needed a better...
RESULTS:
INCREASED ORDERS ACROSS ALL CHANNELS
16
Order Frequency: +4X vs. average restaurant launch
Largest Order: $701.99...
CASE STUDY 2: STREAMLINING TO-GO ORDERING
17
IN-STORE FLYERSFACEBOOK
ADVERTISING
Problem: SunLife Organics staff is
overwh...
RESULTS
18
REPEAT ORDERS: +6.5 ORDERS/CUSTOMER
AGENDA
1. Increase your website’s visibility and utility
2. Best practices for branding and engagement
3. Online ordering ...
Finding ChowNow in the Web Apps Store is Easy!
20
Search for ChowNow
21
ChowNow Web App Description
22
Special Offer for 1&1 Customers
23
ChowNow is Easy to Add to your Site
24
2 Simple Steps and…
25
You have ChowNow Online Ordering on your Site!
26
Q&A
Contact information
Aryanne Israel
ChowNow
Director, Restaurant
Marketing
aryanne@chownow.com
Brian Costello
1&1 Internet,...
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Webinar: Ordering Up a More Effective Restaurant Website

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ChowNow provides restaurants with three channels of online ordering: directly through their 1&1 MyWebsite, on their Facebook page, and on a custom mobile app. All three channels are customized to reflect your restaurant’s individual brand.

In this webinar, we discuss how to increase your restaurant website’s visibility and utility. We also discuss the best practices for branding your website and engaging with your customer base, as well as share some case studies of real restaurants that have implemented online ordering.

Published in: Marketing, Technology, Business
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Webinar: Ordering Up a More Effective Restaurant Website

  1. 1. March 27, 2014 Ordering Up A More Effective Restaurant Website
  2. 2. PRESENTERS Aryanne Israel Director, Restaurant Marketing ChowNow Brian Costello US Business Development 1&1 Internet
  3. 3. COMPANY OVERVIEW Founded: 2010 | Headquarters: Los Angeles, CA
  4. 4. AGENDA 1. Increase your website’s visibility and utility 2. Best practices for branding and engagement 3. Online ordering case studies 4. Finding the ChowNow Web App on MyWebsite 5. Q & A
  5. 5. Free advertising: Google+, Yelp, Urbanspoon and City Search Accuracy: Review and update claimed, unclaimed and missing listings Tips: • Moz.com: Ensure consistency across all websites to increase search ranking authority • 1&1 List Local: Attract local customers to your website by advertising on all major local directories CLAIM DIRECTORY PAGES
  6. 6. GOOGLE+ Benefits: • Increases search rank • Makes your hours, phone, address, website visible/accessible Tips: • Choose a specific category • Be thorough with details • Customize your page • Encourage engagement Easy profile setup: http://www.youtube.com/wa tch?v=7rwJ_tYhFsg
  7. 7. AGENDA 1. Increase your website’s visibility and utility 2. Best practices for branding and engagement 3. Online ordering case studies 4. Finding the ChowNow Web App on MyWebsite 5. Q & A
  8. 8. HOMEPAGE 8 Clearly state location and hours Easy navigation Prioritize e-commerce Encourage SM engagement Delicious, beckoning “staple” menu item Area to push and promote news
  9. 9. YOUR STORY 9 Delicious Photos Blog About the chef/owners Press links
  10. 10. MENU OPTIMIZATIONS 10 Menu type: • HTML: By far the best option • Searchable: Google recognizes content, and pushes your website up in searches • Mobile friendly • Flash: Not recommended • Slow to load • Not searchable • Doesn’t load on mobile Specials: • Post a calendar that highlights each night's specials or promotions Online ordering: • Converts static menu into a dynamic marketplace
  11. 11. WEBSITE PROMOTION 11 YOUR WEBSITE POS SIGNAGE VOICEMAIL RECORDING INTERIOR SIGNAGE STAFF FLYER S MENU
  12. 12. AGENDA 1. Increase your website’s visibility and utility 2. Best practices for branding and engagement 3. Online ordering case studies 4. Finding the ChowNow Web App on MyWebsite 5. Q & A
  13. 13. 2014 RESTAURANT LANDSCAPE 13 Engagement: 2/3 of customers visit a restaurant’s website before dining Customer demand: 95% of smart phone owners search for restaurants on their phone and 75% make purchases Revenue: Dominos made $1 billion in online ordering revenue in 2013 Efficiency: 30% more to-go orders for restaurants with online ordering
  14. 14. PRODUCT OVERVIEW 14
  15. 15. CASE STUDY 1: CONVERT PHONE TO ONLINE ORDERS 15 IN-STORE FLYERS FACEBOOK ADVERTISING Problem: Tasty Burger needed a better way to manage their increasing to-go business Solution: Establish a system to more efficiently receive and process orders Objective: Incentivize loyal customers to convert to online ordering Deal: 10% off first time online/mobile orders Live: 6/22/13-7/22/13 SIGNAGE TACTICS
  16. 16. RESULTS: INCREASED ORDERS ACROSS ALL CHANNELS 16 Order Frequency: +4X vs. average restaurant launch Largest Order: $701.99 Order Distribution: Promotion drove orders across all channels $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 1 2 3 R e v e n u e # of Months on the platform Ramp Up Period Comparison Tasty Burger - Deal SunLife Organics- No Deal 44% 35% 8% 13% Order Breakdown Web Mobile Web Facebook iPhone
  17. 17. CASE STUDY 2: STREAMLINING TO-GO ORDERING 17 IN-STORE FLYERSFACEBOOK ADVERTISING Problem: SunLife Organics staff is overwhelmed with business and can barely keep up with meal-time rushes. Solution: Establish a more efficient ordering system. Objective: Drive awareness of SunLife Organics’ iPhone and Facebook ordering. Deal: No deal TACTICS
  18. 18. RESULTS 18 REPEAT ORDERS: +6.5 ORDERS/CUSTOMER
  19. 19. AGENDA 1. Increase your website’s visibility and utility 2. Best practices for branding and engagement 3. Online ordering case studies 4. Finding the ChowNow Web App on MyWebsite 5. Q & A
  20. 20. Finding ChowNow in the Web Apps Store is Easy! 20
  21. 21. Search for ChowNow 21
  22. 22. ChowNow Web App Description 22
  23. 23. Special Offer for 1&1 Customers 23
  24. 24. ChowNow is Easy to Add to your Site 24
  25. 25. 2 Simple Steps and… 25
  26. 26. You have ChowNow Online Ordering on your Site! 26
  27. 27. Q&A
  28. 28. Contact information Aryanne Israel ChowNow Director, Restaurant Marketing aryanne@chownow.com Brian Costello 1&1 Internet, Inc. US Business Development/ Partner Manager brian.costello@1and1.com
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