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3 necessities your mobile ordering experience is probably missing

Chris Reid, business development director of Bambora North America, breaks down what all mobile ordering applications must have in order to make customers happy.

Photo: iStock

November 26, 2018

Editor's Note: An earlier version of this article ran on Fast Casual, a sister publication of Food Truck Operator.

Chris Reid is the business development director at Bambora North America, an Ingenico company.

by Chris Reid

The order-ahead industry is quickly changing as online platforms race to meet consumer demands for ordering online and through mobile apps. To solidify their place in this new environment, foodservice operators are moving beyond the traditional point-of-sale systems to offer online, rewards and mobile app ordering that provides a frictionless ordering experience for customers. 

To offer the online ordering experience that customers desire, operators are partnering with software vendors that can enhance the establishment's digital presence and their customers’ needs. While the requirements to scale online will vary for each operator or franchise chain, the three key things online order ahead platforms should have on their radar are efficient onboarding, risk mitigation in the event an operator goes bankrupt and keeping consumer information safe.  

1. A robust and secure database

One of the best ways for foodservice operators to improve the consumer journey is to know what their customers want and to reduce friction when it comes time for the customer to order and pay. To understand the consumer journey, operators need to have a robust database that connects online and in-store transactions to a single consumer profile, which can be done through options such as loyalty programs. Having a complete consumer profile will keep their customers informed of new deals or coupons, as well as being able to offer personalized incentives. 

Customer loyalty through online and mobile apps are increasingly becoming a strategy to keep customers coming back. A customer that orders online needs a way to reap the benefits of a rewards program just as they would in person. The advantage of an online rewards program is that it can be tailored to the unique needs of a customer, as the consumer profile has all the information a program would need to create personalized rewards. For a foodservice platform, incorporating a loyalty program should be part of the strategy.  

When it comes to online ordering and payments, keeping customer information safe is a top priority. A foodservice platform must be able to build a network that is Level One PCI compliant to ensure a business is secure when it comes to payment processing. Every business that processes online credit card transactions must comply with PCI standards to minimize their risk of data breaches and security issues. For platforms trying to help businesses enhance their digital presence, security must be top of mind.  

2. Shifting liability from the platform to the payments provider

Vendors that are looking to integrate payments into their online ordering software must also be aware of the level of risk that comes with onboarding clients with payment processing. In the event a business goes bankrupt, who would be financially liable? 

Top-tier payment providers will generally underwrite and take on the risk for payment accounts, giving the software provider peace of mind that they won’t be financially liable if a client goes under. Risk mitigation can be a powerful differentiator when deciding upon a payment provider, and for platforms looking to integrate payments into their solution, it is crucial to understand upfront who takes on the risk. 

3.  Efficient onboarding 

One of the biggest challenges for foodservice platforms onboarding clients is the length of time from applying to going live. Integrating businesses into a payments provider should be quick and painless. Having a dedicated account manager handling and coordinating the onboarding of accounts can save a platform countless hours and resources. Processing payments through a bank neutral gateway also allows a platform to support online payments for a client no matter who they bank with.

A successful, efficient onboarding experience can make all the difference for software providers. Some foodservice platforms can sign up hundreds of customers in less than two months, a testament to how efficient onboarding can simplify the sign-up process, especially when dealing with large quantities.

Foodservice operators wanting to stay relevant in the changing order ahead and delivery market need to ensure their customers have a positive online ordering experience, one that is fast and free from friction. Foodservice platforms that can enhance a company's digital presence will be an easy choice. In addition, foodservice platforms that provide a quick and painless onboarding experience for their clients, with secure payment options, and the ability to reduce their risk and keep consumer information safe, will be an easy choice for foodservice operators that are looking to expand their ecommerce presence.