Creating a Unique Selling Proposition For Your Restaurant

Resonate with diners and differentiate yourself from the competition by honing in on what makes your restaurant unique.

The following strategies will help you discover and pitch your unique characteristics to capture your ideal customer.

Find Your Niche

Start by crafting your restaurant’s unique selling proposition. If you can’t immediately pinpoint or differentiate what you do best and how that differs from others, sit down and think it through.

Here are some characteristics that may apply to you:

Qualities Your gourmet cuisine has been recognized with awards and reviews.

Sustainability You only use organic, locally-sourced ingredients and grow your own herbs.

Value You offer the best prices in your area.

Service From wait staff to online ordering, you’ve perfected the art of great customer service.

Signature Dish There are one or two dishes you have created that are completely original.

Traditional Fare Your food is made from family recipes, or you use ethnically-specific techniques or spices.

Ambiance Your dining room’s décor and atmosphere is distinctive (i.e., intimate, hip, family-friendly)

Convenience You’ve streamlined operations to offer easy online ordering and fast delivery times.

Who Is Your Customer?

The next step is to determine who your unique offerings will resonate with. Don’t try to be all things to all people. This dilutes your strengths and prevents you from targeting your ideal customers.

For instance, a family-friendly atmosphere and menu, and discounted prices may not appeal to affluent empty-nesters looking for a refined dining experience. Nor will these characteristics attract millennials craving health-conscious, ethnically diverse cuisine.

Conversely, busy families will be attracted to dining rooms where they’ll feel comfortable bringing their fussy youngsters. They will also need to satisfy their need for kid-friendly menu items and value.

Whatever your assets may be, diners are out there tailor made for you.

Messages That Stand Out

People make decisions about where to eat every day, with increasingly more options to choose from. Here are some ideas to help you craft your unique selling proposition to tell your story effectively and make your restaurant irresistible:

Sum it up. Create a one or two-sentence phrase that communicates your uniqueness. Make your value proposition clear to the customer (unlike a slogan, which is typically just catchy, without necessarily expressing value). In other words, state what’s in it for the customer. Use this phrase in your marketing messages.

Create Concise Messages. When communicating your unique selling point, get to the point quickly! For instance, 40-character Facebook, and 100-character Twitter posts have shown to have higher engagement rates.

Be creative. Find a way to express your unique selling point in a memorable way, using your own distinct brand personality. Perhaps a series of YouTube videos will help you set the tone for your brand. Or, check out Grubhub’s guide to starting an email marketing program.

Follow Through

Here are several things you can do to make sure every aspect of your restaurant lives up to your promise:

Menu. Make any necessary tweaks so your menu reflects your brand personality in content and style. For instance, delete items that don’t align with your brand. Also, use colors, fonts, images and descriptive copy that appeals to your target customer. Check out Grubhub’s some simple tips on menu engineering.

Innovation. Adjust operations to deliver on the expectations you’ve set. For instance, if your value proposition is to make customers’ lives easier, have systems in place to back that up: online ordering and tracking, alternative payments, etc.

Training. Make sure your unique selling proposition resonates internally with your staff. Set clear objectives and guidelines to help them represent your brand successfully.

 

These techniques will help you fully utilize your inherent strengths to attract and retain a customer base that values and rewards your uniqueness.

 

Learn 4 ways your restaurant can personalize the dining experience.

Image: ELEVATE from Pexels 

Take Your Business to New Levels of Profitability with Catering

From special events and holiday parties to office lunches and home gatherings, the $8 billion restaurant catering industry is booming. 

This lucrative market holds the potential for many restauranteurs to create additional revenue streams and reach new customers. Here are some reasons you should consider adding catering services to your restaurant’s offerings:

More Exposure For Your Restaurant

Catering allows you to introduce your cuisine to groups of new people. Some may be familiar with your restaurant but never had the occasion to try your food. Or, this may be the first time they’ve ever heard of your restaurant.

Grubhub reports that the majority of employees who try new food at a catered office meal will visit that restaurant in the future, making it easy to win over new customers.

Catering can be more persuasive in attracting new customers than traditional advertising, which relies on messaging. Catering, on the other hand, wins over potential customers through first-hand experiences. Prospects won’t need to be convinced your food is good—they’ll know by tasting it. The best part? You’re being paid to reach these new customers!

Another Way to Make Customers Happy

Today, people have less time to prepare meals, and crave more convenience and options. This is true for their daily meals, as well as entertaining and corporate events.

By offering catering services, you can provide party planners a stress-free way to feed guests and co-workers.

What’s more, if you partner with Grubhub, customers can place their catering orders online, wherever they are and from any device.

Increase Your Revenue

Catering generates an entirely new segment of sales—sometimes with higher profit margins than regular restaurant sales. This is especially around holidays and special occasions when catering services are in higher demand.

With catering, you are fulfilling orders for large groups of people. Also, for special events, people are more inclined to splurge on bigger ticket items and a variety of food to please all of their guests.

What’s more, with the ability to buy in bulk, you can get the best prices on ingredients and supplies. If you price your catering menu correctly (taking supplies, delivery, etc. into account), your prices can reflect the premium service you are providing. Customers are usually willing to pay for convenience, reliability and value for special occasions.

Also, the Catering on Grubhub platform makes participating restaurants viewable to an extensive database of corporate accounts. This creates opportunities for large (and often repeat) corporate sales.

Technology Makes it Easy to Implement

Advanced catering management software can help restauranteurs run a successful catering operation without negatively affecting other aspects of their business.

For instance, Grubhub can help restaurants receive and process catering orders easily. Orders can be received through emails, Internet-connected devices, or other methods. Also, detailed ordering confirmations from Grubhub help managers plan, schedule staff and accurately prepare orders.

Remember, while adding catering to your restaurant is a big step, the potential for increased profits is even bigger.

Check out Grubhub’s Restaurant Catering Do’s and Don’ts.

Image: Pexels

The Ultimate Guide to Online Ordering

Millions of people are ordering food online—through computers, tablets, and smartphones—because it’s fast, convenient, and easy.

Read on to learn more about this movement, and how you can satisfy customers, boost efficiency, and increase orders.

Provide On-demand Customer Convenience

Today’s connected consumers are accustomed to convenience and speed at their fingertips. Online ordering provides these customers with the expedient, on-demand services they are used to:

  • Easy Service. Online ordering platforms allow diners to order food anywhere, any time with just a few clicks, and also check online order status.

  • Faster Ordering. According to Grubhub, 70% percent of adult diners attribute technology with faster service. Diners quickly get the food they crave without the hassles of having a lengthy phone conversation or waiting in line to place and pay for their orders.

  • Improved accuracy. Customers browse menu details thoroughly online, while pulldown menus and pre-determined options help reduce the opportunity for errors.

  • Speedy re-ordering. With their payment and order details captured, repeat customers enjoy even faster checkout times on return visits.

Restaurants Operate More Efficiently

Online ordering helps restaurants streamline operations, so there’s more time to make great food and concentrate on other aspects of the business. Implementing an online ordering system can lead to many improvements throughout your restaurant, including:

  • A more productive staff. Accepting orders online frees up front-of-house staff. Instead of being tied up on the phone, or in the back processing orders and payments, front-line staff has more time to service other customers.
  • Easier order fulfillment. Online orders make it easier for kitchens to fulfill orders accurately. Orders come through in a consistent, thorough manner with less chance of miscommunication and human error.
  • Faster processing. Automation streamlines the ordering process, allowing restaurants to fulfill more orders. For instance, in The Restauranteur’s Guide to Online Ordering, the owner of Atomic Wings in NYC reports his restaurant is able to process two orders every minute using Grubhub.  

New customers, increased profits outreach

Those who haven’t integrated online ordering yet are essentially cutting themselves off from a steadily-growing revenue stream of hungry, technologically-demanding diners. Grab your share of their online orders to gain new business and keep pace with the competition:

  • Competitive Edge. Conveniences like online ordering are often must-haves for new customers. For instance, technology is a factor in choosing restaurants for 24% of diners, and even more so for millennials choosing quick-service restaurants (32%). Don’t let a lack of technology be the reason a new customer selects another restaurant over yours.

  • Discover a New Customer Base. Attract modern diners who prefer to order online. Online ordering puts your restaurant on the map for these customers who would otherwise ignore your restaurant.

  • Delivery Opportunities. Restaurants that already deliver will see a boost in delivery orders by implementing online ordering. Those who don’t deliver yet will find that online ordering provides an easier path to this lucrative segment of the restaurant business.

Implementing Online Ordering Is Easier with Grubhub

After considering the benefits and rewards of online ordering, you may be ready to get started.

Grubhub can help you make the jump in as easy and convenient as possible, by providing you with an ordering link to add to your existing website, allowing diners to place orders right from your website.

 

Learn more about how online ordering increases efficiency in your restaurant.

Should You Accept Alternative Payment Methods?

With 39% of online consumers preferring electronic payments, diners are opening their digital wallet now more than ever before.

Read on to discover the benefits of offering your customers alternative payment methods to pay for your food.

Capitalize on Widespread Consumer Familiarity

With mobile payment apps, diners can quickly pay for their order on any device, at any time—using online platforms they are already familiar with like PayPal, Venmo, Apple Pay, and Google Pay. 

For instance, Fortune reported that PayPal has 184 million active users and 145 million merchant partners.

Also, over 100 million people have installed Google Pay, and some analysts predict 225 million people will be making mobile payments with Apple Pay by the year 2020.

Venmo (another mobile payment giant) is huge with Millennials—being the third most popular downloaded mobile app. Although it gained popularity as a peer-to-peer payment platform, it has exploded on the merchant purchase scene, handling $1 billion in transactions in 2016.

These mobile payment apps have gained consumers’ trust over the years, backed by years of payment security and fraud protection features.

Help Customers Spread the Word with Social Payments

Mobile payment apps are part of the “social payment” trend which can be very beneficial to restaurants and end users.

Consumers’ transactions are posted on their mobile payment app’s feed. Friends can see where they are spending their money, and comments about their purchases and experiences can be shared—which is essentially social advertising for the restaurant.

Integrate Alternate Payments Easily

Mobile payment apps can be easily added to a restaurant’s payment choices without having to purchase any additional hardware.

This is an especially painless process for restaurants partnering with online and mobile food ordering platforms.

For instance, Grubhub has integrated several of these mobile payment apps. The restaurants on Grubhub’s site have the benefit of offering these easy-to-use payment options to Grubhub’s 15.6 million active diners.

Offer An Easy User Experience

For the millions of folks already using these alternative payments for other purchases, buying food with them is a no-brainer. Diners simply log in with their username and password right from their smartphone, tablet, or computer (or hold their device near a contactless card reader) and with a few clicks, they’re done.

The lengthy bill resolution process—waiting for the check, handing over their card to be processed, waiting for the receipt to enter a tip—is eliminated. Diners—both on-site or online— can instantaneously pay for their purchase with funds already in their mobile payment app accounts without divulging credit card information or bringing their wallet with them.

This makes it not only faster for the customer, but saves a good deal of time for the server or order processor. They are free to attend to other customers, which can increase turnover and sales.

Even splitting tabs (a nightmare for servers) and reimbursing friends is a snap with several mobile payment apps. This is a convenience Grubhub is very happy to pass on to customers of the restaurants they partner with.

 

With alternative payment options, you can offer a familiar, fast, and convenient way for diners to pay for their food, boosting their experience while saving you time and money.

 

5 Elements Your Restaurant Website Needs to Boost Online Orders

Digital food ordering is more than a passing fad; it has become a way of life for most adults in America. Moreover, the online food-delivery market is expected to continue growing over the next several years.

To meet this increasing demand and boost your online ordering strategy, work these five elements into your website:

#1: A Modern Design

Lack of functionality is the top reason diners will abandon an online order. Update your website with these two modern standards that today’s online ordering customers demand:

Make it Responsive. Responsive web designs customize your website on the fly so that it displays correctly on all devices: computers, tablets, and smartphones.

Make it Mobile-ready. Grubhub reports that 77% of online restaurant and bar searches begin from a mobile device. Limit scrolling and zooming by placing critical elements such as “menu” and “order” buttons in the top half of the screen.

#2: A Functional Menu

Your menu showcases and sells your food, so make it accessible and informative.

Avoid PDFs. PDF versions of your menu are clumsy, requiring customers to zoom and scroll. Text menus are editable, easier for the customer to explore, and search engine-friendly.

Give information. Customers prefer ordering online because they have time to peruse the menu and ensure their order is correct. Provide detailed descriptions so there are no unanswered questions—or risk losing their order.

Make it customizable. With Grubhub, customers can easily personalize their orders by switching out ingredients and choosing specifications on how they want their food prepared.

#3: An Easy Ordering Process

Online ordering platforms deliver the speed and convenience customers expect, with benefits to the restaurant as well:

Make it Faster. Orders placed through Grubhub take only 45 seconds (on average) to process—that’s less than half the time of an average phone order (two minutes).

Ensure Accuracy. With pre-determined options to choose from, customers can order—and kitchens can produce—accurately.

Offer Convenience. Online ordering platforms store ordering history and preferences so customers can view prior orders and even re-order in as little as one click. This customized experience fosters customer loyalty and satisfaction.

#4: Appetizing Images

Images can enhance customers’ online ordering experience. Using images improves speed and accuracy, and can increase sales by 30% (Grubhub).

Showcase actual menu items. Use custom (never stock) images to increase familiarity and generate interest in your dishes.

Stage photos. Grubhub recommends photographing food right away in natural lighting, garnishing, and plating sauces separately.

Upcycle user pics. Repurpose great images customers have taken and posted on social media (with their permission).

#5: Social Media Links

Today’s savvy online customers want to see ratings, reviews, and be connected with the businesses they patronize. Stay relevant on your social media sites and link to them so customers can learn more and be engaged:

Get Involved. Stay active on as many review sites as you can. Encourage customers to write reviews, and make sure to respond to all reviews.

Start a Trend. Grubhub suggests posting pictures of select dishes using a branded hashtag and Hemofilter overlay to encourage Instagram and other social media foodies to do the same.

Enhance Your Presence. Use these tips from Grubhub to get the most out of Facebook. Also, adjust your page’s settings so diners can “check-in” and leave reviews.

 

By keeping your website up-to-date with these simple elements, you can catch the wave of this rapidly-expanding online ordering market.

 

Read Grubhub’s tutorial on how to take photos that showcase your food deliciously.

Image: Pexels: Bruce Mars

Why You Should Consider Delivery-Only Specials

Offering an exclusive special for delivery is a great incentive for customers to use your food delivery service.

Here how delivery-only promotions can help you increase revenue, expand your customer base, and differentiate you from your competition.

Build Your Operation

Your marketing efforts and good reputations have convinced a customer to try out your food delivery service. Good job!

In order to sustain a successful food delivery operation, however, you’ve got to entice that customer to continue ordering from you.

Delivery-only promotions are perfect for retargeting prior delivery customers. If the patron had a great experience before, an exclusive delivery offer may remind them, and prompt additional orders.

Introduce Delivery to Existing Customers

Your regular dine-in customers may not be aware that you have delivery service.

Grubhub’s LA Regional General Manager, Jeff Smith, suggests passing out menu guides to introduce delivery service on a busy night when customers are waiting to be seated.

Offering the option of delivery (with an exclusive special) gives existing customers an additional way to enjoy your food next time, while thanking them for their patience today.

Differentiate Your Restaurant

Due to skyrocketing demand, more and more restaurants are seeing delivery as a required service. While this is good news for customers, it is saturating the market with delivery options, making it difficult for restaurants to stand out.

A 10% – 15% discount on first-time delivery orders may help restaurants differentiate themselves from this increasingly fierce competition (Grubhub).

Reach New Customers

Likely, there are potential customers who haven’t been to your restaurant—for a variety of reasons.

Don’t let excuses such being busy, having small children or a preference to dine at home prevent them from sampling your delicious food.

Offer them an enticing delivery-only special, and you might just open up a whole new customer base.

Foster Loyalty

More and more, customers are driven by convenience. They may be tempted to try out a new restaurant’s enticing delivery-only offer because their favorite establishment doesn’t offer delivery service.

This provides an excellent opportunity to not only satisfy that customer on this order, but possibly establish a purchasing habit that, over time, converts that customer completely.

Fill in the Gaps

Delivery-only specials can be strategically timed to balance out invariable lulls you will experience in the dining room.

For instance, a great promotion for delivery service can pick up the dining room slack on traditionally slow week days.

Or they can be used to capitalize on sporting events, holidays, or inclement weather conditions that keep people at home rather than at your restaurant.

Exclusive delivery promotions are just another incentive to satisfy a public hungry for convenience and value.

In addition to boosting your delivery operations, these marketing efforts will spill over to positively impact your overall business and advance your restaurant’s brand.

Get in touch to increase your monthly orders up to 30% (on average) with Grubhub.

Image: Unsplash

Beta

Hi, we're Grubhub.

We're bringing you more diners with online ordering.

Hungry people use the Grubhub mobile app and grubhub.com to order food from restaurants nearby. Get all that Grubhub has to offer - for just $1 per order.

Online ordering

Customers love us

Why? Because they love the convenience of ordering food from their computer or mobile device — and never having to make a phone call.

Benefits

Restaurants love us

Restaurants like yours are joining Grubhub every day because they're saving time on order taking, getting more customers and increasing revenue by up to 30% in the first year. 

Features

Why you'll love us

Try Grubhub and you’ll get everything you need to kickstart your restaurant with online orders.

  • Placement in Grubhub website and app so diners can find you.
  • Ability to manage orders online from your laptop, tablet or smartphone.
  • Freedom to update your menu, photos, financials and more all online.
  • Option for weekly payments for your online orders.

Delivery

Your options

Diners can either pick up their meal or get it delivered. We recommend offering delivery and pickup, and you'll need to supply your own drivers. 

Pricing

We’re so excited to be coming to your area — so for the first time ever, we’re waiving all commissions for a limited time.

Limited time pricing

$1 per order

Standard order processing fee of 3.05% plus 30¢ per order will be charged on prepaid orders.

Additional terms apply.

Partners - just to name a few - who love what we deliver:

Improving Customer Delivery Experiences

A recent study found that 13% of consumers used third-party food delivery in February of 2018. Another predicts delivery sales will increase more than 20% annually, reaching $365 billion by 2030.

Clearly, customer demand for meal delivery is escalating. So is competition among restaurants.

Here are a few tips to help you provide the high-quality fare, convenience, and customer delivery experiences that will differentiate your restaurant:

Make it Fast

60% of delivery customers say timeliness is a key factor to their satisfaction. Here are some ways to speed up the process:

  • Online ordering systems. An online order can be processed in only 45 seconds (Grubhub)—as opposed to a two-minute phone order.
  • Driver Support. Increase the amount of deliveries your drivers can make by finding the fastest routes, with alternates for rush hour. Or, outsource delivery to augment (or replace) your in-house drivers with an on-demand fleet.
  • Status Updates. Grubhub’s platform allows transparency into every order. Customers can check the status of their orders in real time, which makes waiting more palatable.

Make It Accurate

Nothing is more frustrating to a customer—or will garner bad reviews faster—than a missing or wrong item in their order.

Here’s how to help ensure your customers get what they ordered:  

  • Use one ticket. Have the same ticket follow the order all the way through the process. Check off each item as it is packed, and then attach it to the bag.
  • Limit Special Requests. List any possible special requests or add-ons as options while ordering.
  • Double-check. Have both the expediter and driver double-check each order before it leaves your restaurant.

Make it Easy

Consumers of all kinds are planning on ordering more food delivery, and they crave convenience and ease.

These top 2 strategies can make the food delivery process easy for everyone:

  • Leverage Technology. Make your restaurant easy to research and order from! Be active on food review and social media sites. Use an online ordering platform to boost visibility and ease of use.
  • Be Mobile-Friendly. Make your website adaptable to different screens (responsive) to make it smartphone-friendly. Place buttons towards the top for easy access to order or view your menu without having to scroll or zoom.

Make it Delicious

No matter if they are ordering from home or the office, customers want restaurant-quality meals.

Check out these three areas to make sure you deliver the quality customers expect:

  1. Taste. Uphold the integrity of your product by removing any items off your menu that won’t hold up to delivery.
  2. Temperature. Be sure to pack cold items separately from hot in order to maintain proper temperature and texture.
  3. Presentation. Use packaging that is properly sized, stays well sealed, and helps you present your food appetizingly. Package sauces separately.

Make it Affordable

Customers are generally ok with a minimum for delivery orders or a delivery fee—if it’s reasonable.

The optimum range for fees range from $2.50 – $5.00, depending on your region, the price of your menu items, your demographic, etc.

You might decide that outsourcing delivery to a pro is best for you. This approach can take the complexities of delivery off your plate so you’re free to do what you do best: make great food.

Check out these best practices for food delivery.

Image: Pixabay

The Tech Revolution — Is Your Restaurant Ready?

Technology is becoming a mainstay in restaurants. You don’t have to look far to see how the automation of tasks is changing the way customers dine and restaurants do business. But how can you make sure introducing new technologies is right for your restaurant? (more…)

Which Tech Trends Stole the Show at NRA 2017?

From self-driving cars to internet-connected devices, technology has advanced virtually every industry out there – restaurants are no different. (more…)