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What’s the Impact of Online Ordering on Restaurant Growth?

kokou adzo



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In recent years, the dining industry has witnessed a seismic shift, one that’s redefining the very essence of how we enjoy our meals. Gone are the days when dining out was solely about making a reservation, waiting in queues, and flipping through tangible menus. Today, with the advent of technology, an online ordering system for restaurants has emerged as a game-changer, heralding a new era of convenience, innovation, and expansive reach.

This system is not merely a trendy addition but a crucial cog in the modern restaurant’s machinery, propelling growth in ways previously unimagined. As we delve into the heart of this article, we will uncover the profound impact of online ordering on restaurant growth, shedding light on its benefits, challenges, and undeniable influence in shaping the future of dining.


The Pre-Digital Dining Scene

Before the digital revolution hit the food industry, restaurants were primarily brick-and-mortar establishments where ambiance and location played paramount roles. Dining out was an experience, often influenced by word-of-mouth recommendations and traditional advertising. The factors to consider when opening a restaurant during these times revolved around location, menu diversity, and in-house services.


However, with the rise of the internet, and especially with the rapid increase in smartphone usage, the landscape began to shift. Online reviews, food blogs, and social media influencers began to play pivotal roles in determining a restaurant’s success or failure. But, even with these digital influencers, the core operations of most restaurants remained untouched until the introduction of online ordering systems.

The Immediate Impact of Online Ordering

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The transformation was swift. The sheer convenience of browsing menus, placing orders, and making payments online led to an undeniable surge in order volume and revenue for early adopters. Not just that, restaurants suddenly found themselves attracting a newer, younger demographic – the digital natives. For them, ordering food online became as habitual as hailing a ride-share or streaming a movie.

This newfound efficiency wasn’t merely about customer numbers or sales. Operations behind the scenes witnessed a smoother flow. Human errors, from misunderstandings over the phone or miscommunications about allergies and dish customizations, dwindled. The digital medium provided clarity, brevity, and precision.

Key Features of Modern Online Ordering Platforms

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User-Friendly Interface: Simplified navigation and intuitive design for seamless ordering.


Customizable Menus: Ability for restaurants to update dishes, prices, and promotions in real-time.


Mobile Optimization: Ensuring a consistent experience across devices, especially smartphones.


Integration Capabilities: Linking with other systems like POS, CRM, and inventory management.


Loyalty and Rewards: Built-in programs to incentivize repeat customers.


Real-time Tracking: Offering customers the ability to track their orders from the kitchen to their doorstep.

Expanding Market Reach

Online ordering wasn’t just a new sales channel; it was a window to the world. Restaurants were no longer restricted by their geographic locations. With the partnership of delivery services, even a quaint eatery located in a city’s nook could cater to customers miles away. The digital presence also ensured enhanced visibility. Every Instagram share, every Facebook review, and every Tweet meant free advertising, expanding a restaurant’s reach exponentially.

This broadening horizon was also an answer to the ever-pressing question of trends that will shape restaurants in the future. With a global audience to cater to, restaurants began experimenting with diverse cuisines, fusion dishes, and unique dining experiences. The digital space became a melting pot of cultures and culinary artistry.

The Economic Implications of Going Digital

Revenue Boost: Increased sales from a wider customer base and up-sell opportunities.


Cost Efficiency: Reduced overhead costs due to streamlined operations and potentially decreased front-house staffing.


Investment Returns: While setting up might require an initial investment, the ROI in terms of customer retention and increased sales is promising.


Economies of Scale: Potential to serve more customers without proportionally increasing costs.


Diversified Revenue Streams: Opportunities to explore catering, meal kits, or even merchandise sales.


Risk Mitigation: Digital platforms can provide a cushion during downturns, such as reduced in-house dining due to external factors.

Enhanced Customer Experience

Picture 1 31With the convenience of the digital realm came the power of personalization. The online ordering platforms remembered customer preferences, offered loyalty programs, and even suggested dishes based on past orders. This was a step beyond the traditional loyalty punch card; it was about understanding the customer, their tastes, habits, and dining patterns.

But, the enhancements weren’t just on the customer-facing side. Feedback systems allowed restaurants to gauge customer satisfaction in real-time. A dish too spicy? A dessert not sweet enough? Immediate feedback meant immediate rectification, ensuring a perpetually evolving and improving dining experience.

Operational Efficiency and Cost Benefits

Behind the enticing visuals of the app interface, the real magic was happening in the form of operational streamlining. Online orders provided predictability. This allowed for efficient inventory management, minimizing food waste, and ensuring fresh ingredients at all times.

Furthermore, the integration of POS systems into the online ordering platform meant that sales, inventory, and customer data were all available in one place. This consolidated data hub provided insights into peak order times, popular dishes, and even seasonality trends, allowing restaurants to adjust operations and marketing strategies accordingly.

Adaptation and Innovation

Picture 1 32The realm of online ordering wasn’t just about replicating the in-dining experience; it was about transcending it. The digital platform offered room for innovations like Augmented Reality (AR) menus, chatbots for personalized order customization, and virtual kitchens that existed solely in cyberspace.

These innovations also meant that restaurants could quickly adapt to changing market dynamics. Be it a pandemic-related dining restriction or a sudden surge in veganism, the digital restaurant was ever-ready, ever-evolving.

Challenges and Considerations

Yet, like every rose with its thorns, the online ordering system had its challenges. The need for continuous tech upgrades, the competition in the digital space, and concerns about third-party delivery fees were realities to grapple with. Additionally, ensuring data security and privacy in an age of breaches and hacks was paramount.

A Digital Transformation

Domino’s Pizza, a global chain, astutely recognized the shifting food industry landscape in the late 2000s.

Digital Initiatives:

  • Digital Dominance: By 2021, over 75% of U.S. orders came digitally.
  • Pizza Tracker: Real-time order tracking, from dough preparation to delivery.
  • Tech Pioneers: Use of chatbots, AI, drone deliveries, and emoji-based ordering.
  • AnyWare Ordering: Enabled orders from diverse devices, including smartwatches and Twitter.


  • Financial Success: Their stock outperformed tech giants like Amazon and Google from 2010 to 2020.
  • Market Command: Tech innovations boosted Domino’s market share in pizza delivery.
  • Younger Audience: The digital push resonated with tech-savvy generations.

Domino’s integrated online ordering and tech innovations, securing its leadership in the pizza delivery sector.


The rise of online ordering has transformed the restaurant industry, providing a pivotal avenue for growth and brand expansion. As consumers increasingly seek convenience and immediacy, online ordering systems stand at the forefront of this shift, offering a seamless bridge between eateries and their customers. From operational efficiency to harnessing valuable data, the benefits are manifold.


As the trends shaping restaurants continue to evolve, integrating online systems becomes not just an option but a necessity for establishments aiming for longevity and success in the modern culinary landscape.



Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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