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National Restaurant Association - Online ordering guide can help drive web, mobile traffic

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Online ordering guide can help drive web, mobile traffic

The National Restaurant Association has teamed up with mobile food ordering company EatStreet to release an educational guide that can help operators build out or improve their online ordering platforms.

The guide, “Online Ordering: A Recipe for Success,” offers insight into growing traffic and revenue through improved digital marketing tools. It will provide U.S. restaurateurs with best practices on using ordering and emerging technology trends to optimum advantage, said Phil Kafarakis, the NRA’s chief innovation and member advancement officer.

“Consumers increasingly rely on technology when choosing restaurants, so restaurateurs should be able to capitalize on that momentum by offering online menus that enhance the customer experience,” he said. “EatStreet is a company that is providing restaurants and their customers with the full mobile-to-table experience, and we are pleased to be able to work with them on this guide.”

Matt Howard, co-founder and CEO of Madison, Wis.-based EatStreet, said the company’s intent with the guide is to help operators better communicate with their customers and drive profitability through digital marketing and improved online ordering techniques.

“More than half of U.S. consumers say they’d likely use a smartphone or tablet to order takeout or delivery if restaurants offer them that option,” he said. “Operators should seize the opportunity to incorporate online ordering technology that will help take their businesses to the next level.”

According to the NRA’s 2014 Restaurant Industry Forecast, 43 percent of adults polled said they have used the Internet to place takeout and delivery orders. Another 59 percent said they visit restaurant websites and 58 percent indicate they’ve viewed a restaurant’s menu online.

In addition to issuing the guide, the NRA and EatStreet will hold a webinar May 7 to educate operators on improving their online ordering offerings. Interested restaurateurs can register here.

For more information on the state of the U.S. restaurant industry, download a copy of this year’s Restaurant Industry Forecast.

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