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	February 12, 2009 The Tasty Opportunity For Restaurants Online Online Ordering Has Clear Benefits, But Execution Needs Help by Sucharita Mulpuru with Carrie Johnson, Peter Hult, Brendan McGowan

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Executive Summary

Despite only a few restaurants having Web ordering capabilities, nearly one in three US Web buyers say that they have ordered food online, either through a PC or mobile device. Forrester believes the Web can provide an extremely efficient way to service customers and reduce costs in the $300 billion-plus restaurant industry. Customers who have ordered food online have done so because they find the process easier, the selections broader, and the coupons easier to use. For restaurants to unleash the potential of this opportunity, they need to focus on their eCommerce-enabled Web sites, improving their home pages, order configurators, and checkout processes.

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