Trends Report

The Tasty Opportunity For Restaurants Online

Online Ordering Has Clear Benefits, But Execution Needs Help

February 12th, 2009
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Carrie Johnson , Peter Hult , Brendan McGowan

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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