Study: Electronic ordering has untapped potential for restaurant operators
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Alan J. Liddle
Restaurants that highlight the convenience and control of online-ordering systems, while heightening their interactivity, will best tap into the technology’s full sales potential, according to a new Cornell University report.
Though nearly half of respondents said they have used restaurants’ online-ordering systems, the majority said they still avoided ordering that way for a variety of reasons, including a desire to interact with a person instead of a computer and concerns about order accuracy and credit card security.
By making online-ordering systems more interactive, accessible and easy to use for these reluctant users, restaurants can take advantage of a growing online-ordering market, the report said.
The report is p...
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