Shanna Germain

Online ordering could mean soaring profits.

Click. Pay. Eat. Online ordering really is that easy for your customers.

But is it easy for you, as a business owner? And more importantly, is it worth your time and effort? All mouse pointers are aiming at yes.

Today, more Americans are shopping online - and they aren't just ordering books and clothes. The National Restaurant Association reported that in 2006, 13 percent of restaurant consumers ordered online; that number is expected to increase yearly. To take advantage of that, many of the big chains, most prominently Papa John's, has been a leader in the field.

It's not just the big boys who are having success, though. "Online ordering is the wave of the future," says Michael Bischoff, spokesperson for Passport Pizza in Michigan. "I don't even market my online ordering that well and we still have 20 to 25 orders a day."

One of the biggest advantages to online ordering is the speed and convenience. Customers don't have to call in and talk to someone - instead, they can see your entire menu and pay for their order online. No waiting and no calling can mean big savings for restaurant owners.

"The biggest expense I have right now is answering phones - the cost of the people, plus accuracy issues or people not upselling," says Bischoff.

Customers also feel more confident that their order is going to be taken correctly online versus via phone. So they're more willing to order what they want and order more of it.

"Restaurants often see an increase in ticket sales," says Rudy Vener, co-owner of Pizza Galaxy in North Haven, Connecticut, which has set up online ordering systems for a number of restaurants since 2003. "People who order online don't have to worry about someone on the other end messing up their order."

Online ordering has other benefits, as well. While customers may agree that it offers faster service, it also doesn't rush them. Customers have time to browse in a way that they might not be comfortable with on the phone. They may also be more comfortable indulging in add-ons or desserts.

And nothing upsells as well as good photos, a complete menu, and the chance to "play" with your food. "Customers spend more online," says Bischoff. "They get into it and they just click away. Also, after they order what they want, an accessory item will pop up, like soda or a salad, so they're more willing to order those items as well."

Online ordering - barring Web site failure or slow dial speeds - is also consistent in its appearance, "customer service" and other features. It won't give your customers attitude or the wrong change.

"You can control the customer's experience with online ordering," says Stan Garber, a founder of Onosys, a Cleveland, Ohio-based company that sets up online ordering."It's your perfect employee."

Online ordering offers a variety of payment options as well. Customers who are nervous about ordering online can still choose to pay with cash or check, while other customers can store their payment information online for simple, one-click ordering. Some systems even allow businesses to set up accounts so they are billed just once at the end of the month.

Finally, make online ordering work for you. While there are many benefits to online ordering, there are also some potential snags. If you prepare yourself and your employees, however, you should be up and running in no time.

Things to consider include:
- Setup and maintenance costs. Many restaurants opt to have their online ordering system set up by an outside company. "A company can do it all for them and it just takes a few days," says Richard Allen, president of One Click Dining in Sherman Oaks, California. Costs can be charged per transaction or per day, with many businesses charging around $2 per day.

- Ordering process. Orders can come in via POS systems, fax or e-mail. Be sure you have a good system in place to handle incoming orders. Prep your employees for the new system as well. "An entrepreneur has to spend some effort training the staff," says Allen. "It seems simple, but the staff isn't used to it."

- Advertising. That old adage isn't true. If you build it, they won't come. Unless you advertise.

If you can nail those elements, online ordering could be the element that propels your business to the next level. Greg McClure, vice president of Zeeks Pizza in Seattle, Washington, was one of the early adopters of online ordering. Since the company added it five years ago, they've continued to improve and expand the system. Now, the company's online ordering is an increasing percentage of sales. "Our biggest growth is day-time deliveries, when businesses order for meetings and events," McClure says. "We do 1,200 to1,400 online orders in a month. For us, it's a no-brainer."

Shanna Germain is a freelance writer based in Portland, Oregon. She loves to write about both food and drink, and her articles have appeared in Cheers, Delicious Living, Imbibe and Oregon Home. If you have questions or comments, contact Jeremy White