{"id":145306,"date":"2023-02-21T15:22:12","date_gmt":"2023-02-21T15:22:12","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=145306"},"modified":"2025-08-21T09:40:39","modified_gmt":"2025-08-21T09:40:39","slug":"online-ordering-cuts-labor-costs-and-increases-sales","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/online-ordering-cuts-labor-costs-and-increases-sales\/145306\/","title":{"rendered":"Online Ordering Cuts Labor Costs and Increases Sales"},"content":{"rendered":"

Online ordering has grown exponentially in recent years, accelerated by the smart phone revolution that placed a high-powered computer in everyone\u2019s pocket.<\/p>\n

Other contributing factors include peer-to-peer delivery like Uber Eats and Grubhub; a global pandemic that shut down indoor dining and encouraged contactless transactions; and a post-crisis recovery characterized by a labor shortage and higher wages. Notably, online ordering jumped by 3,868 percent in large suburbs from February to April 2020, according to data from Upserve, a leading restaurant management platform.<\/p>\n

In fact, the long-term culture of delivery and carryout that characterizes the pizza industry makes pizzerias among the best candidates to benefit from online ordering. It\u2019s safe to say that online ordering plays a bigger role than ever in the success of pizza operations.<\/p>\n

However, even though online ordering and delivery<\/a> have grown 300 percent faster than dine-in traffic from 2014-2020 (according to Upserve), many pizzerias are either not using online ordering or not taking full advantage of their existing systems.<\/p>\n

Here\u2019s some information on why pizzeria operators will benefit from online ordering; how to choose the right system; and how to get the most out of your new or existing online ordering system.<\/p>\n

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Benefits of an Online Ordering System<\/b><\/span><\/h2>\n

The pizza arena is crowded and competitive, and every operator needs to maximize revenue while attracting customers with convenience, quality and service. Customers are now used to controlling the transaction, and online ordering fulfills this expectation. Many customers assume they can order online, and may go elsewhere if they can\u2019t.<\/p>\n

Restaurants are facing staffing challenges, and online ordering allows staff to focus on other tasks such as building pies or serving in-person customers. A constantly ringing phone disturbs guests and interrupts workers\u2019 continuity, plus the loud environment on either side of the phone line<\/a> can make it hard to hear and record an order accurately.<\/p>\n

At its best, online ordering saves labor while being simple, seamless and accurate.<\/p>\n

\u201cWith the addition of kiosks in-store, operators can have as much as 50 to 90 percent of their orders placed without human interaction, between web order services and kiosk services in-store,\u201d according to Freida. This reduces staffing crunches by taking employees off of order-taking duty so they can perform higher-value tasks. Plus, you\u2019ll never lose a customer to a busy signal.<\/p>\n

Automated upsell<\/a> suggestions can increase your per-ticket revenue. \u201cThe site or app can upsell to the customer: hey, do you want breadsticks or do you want a drink?\u201d says Figueroa. These pop ups can increase sales.<\/p>\n

\u201cFor our users, average online orders are between 7-24 percent higher in total than over the phone or in-store,\u201d says Tim Freida, VP of Sales at Microworks, which makes Prism POS. \u201cSome locations reach as high as 30-40 percent higher average tickets placed via online ordering, depending upon their market demographics.\u201d<\/p>\n

Freida describes a content-sensitive upsell feature that offers a sequence of offers that are predicated on the initial order. For example, the customer sees a different suggestion if they order a pizza versus a sandwich.<\/p>\n

Importantly, this technology appeals to younger, tech-savvy, digitally dedicated customers who value convenience and reliability.<\/p>\n

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Choosing your Online Ordering System<\/b><\/span><\/h2>\n

There\u2019s a wealth of online ordering platforms, including ones that may be powered by or compatible with your existing point of sale (POS) system<\/a>. The number of options, features and value propositions is extensive, so operators need to consider their priorities and examine their range of choices.<\/p>\n

Freida urges that operators \u201cshould be looking for a point of sale system and service that was designed specifically for the pizza industry.\u201d Talk to your colleagues in the pizza business, and pull up their websites to check out their online ordering.<\/p>\n

Compare the huge range of available features, such as an included website, loyalty programs, databases of customers and analytics. For example, Figueroa says his company is a Google Food Ordering Partner, so a blue \u201corder online\u201d button appears on their clients\u2019 Google My Business listing. Freida\u2019s product allows them to add Google Tag Manager, which enables users to access Google Analytics<\/a>.<\/p>\n

Any tool must work equally well on a phone, laptop or tablet, so make sure it is responsive.<\/p>\n

\u201cA responsive website design will automatically resize based on the screen resolution of the device you are using. It will increase for a desktop computer and decrease for a smaller mobile device,\u201d says Freida. \u201cThis is very important as it lessens the need for a brand-specific app. A pizza store can have one website that works on all devices without the added cost of developing a brand-specific app.\u201d<\/p>\n

Compare their pricing structures, whether it\u2019s based on a monthly fee or calculated per transaction. Figueroa says his company\u2019s lowest tier product is free, charging only credit card processing fees.<\/p>\n

Most pizzerias want \u201cwhite label\u201d branding, which means that their brand and logo are featured, not the online ordering company. You\u2019ve worked hard to establish your brand, and your customers need to feel confident that they\u2019re ordering from a familiar place.<\/p>\n

Other factors to consider include:<\/p>\n