In a recent blog post, uber-marketer Seth Godin writes:
"A car is not merely a faster horse. And email is not a faster fax. And online project management is not a bigger whiteboard. And Facebook is not an electronic rolodex. Play a new game, not the older game but faster."
This is how we feel about online ordering for restaurants. It's not just traditional phone ordering made faster, it's a whole new game. Your customers interact with your product in a whole new way.
Customers can't price a dozen different combinations with a phone order (without feeling hurried), but they can online. Customers can't automatically see all the extras and upgrades available on an item, but they can online.
(And if you think your teen-aged phone agents are up-selling as effectively as they could, you're dreaming.)
Online ordering for restaurants. It's not just about faster ordering. It's a new game entirely.