As a restaurant owner, you’re probably well aware that your menu does more than just list out dishes – it’s a key part of your brand and customer experience. But have you ever thought about how important it is to tweak your menu for delivery compared to dine-in? In today’s digital world, customers interact with your menu in more ways than ever before. This means it’s essential to customise it for each scenario. Not only will it make your customers happier, but it can also boost your revenue.
Let’s break down why tailoring your menu for delivery and dine-in is so important and how it can help you run your restaurant more smoothly.
Why Customer Habits Have Changed
The way people order food has shifted, especially over the last few years. With the boom of online delivery services, it’s not just a trend anymore – it’s a major part of the restaurant business. Research shows that the online food delivery market is set to grow by over 10% each year until 2028, and the pandemic only sped this up.
The mistake many restaurant owners make? They offer the same menu for both delivery and dine-in. But these two dining experiences are completely different, and offering a “one-size-fits-all” menu can hurt both your business and customer satisfaction.
Why You Should Customise Your Delivery Menu
When someone orders delivery, they’re not just thinking about your food – they’re after convenience, speed, and a meal that still tastes great when it gets to their door. If your delivery menu is identical to your dine-in one, you risk serving food that doesn’t hold up during the trip, which can leave customers disappointed.
Here’s how adjusting your delivery menu can help:
1. Pick Travel-Friendly Dishes
Some foods are perfect when served fresh, but don’t travel well. Think of burgers with crispy toppings that turn soggy, or fried food that loses its crunch. By customising your delivery menu, you can focus on dishes that will still taste great when they reach the customer, like salads, baked dishes, or wraps.
2. Better Packaging and Instructions
Having a dedicated delivery menu allows you to standardise packaging so that every dish arrives looking its best. You could also include easy-to-follow reheating instructions for any dishes that might cool down during delivery. This small extra step shows customers you care about their experience.
3. Streamline for Speed
Delivery demands quick service. A tailored menu helps your kitchen by focusing on dishes that are easy to prepare but still taste great. This speeds up your operations and keeps customers happy, leading to repeat orders.
4. Right Portion Sizes
Portions for delivery can be different from dine-in. When people order delivery, they often look for smaller portions or combo meals, especially if they’re eating alone or sharing a quick bite. Offering right-sized meals helps you reduce food waste and increase profits.
Why You Should Customise Your Dine-In Menu
On the flip side, dine-in experiences are all about enjoying the atmosphere, service, and presentation. Customers who dine in aren’t just there to eat – they want the whole experience, from the ambience to the food served beautifully on a plate.
Here’s why having a different dine-in menu makes sense:
1. Better Customer Experience
When someone dines in, they’re usually more open to exploring different options, trying new dishes, and savouring the meal. A dine-in menu can be more elaborate and include dishes that look great and have that wow factor – something you can’t achieve with delivery.
2. Increase Your Revenue
Dine-in customers tend to spend more. With a well-designed dine-in menu, you can encourage them to order starters, sides, desserts, and drinks that they might skip when ordering at home. This not only improves their experience but also boosts your sales.
3. Seasonal or Special Dishes
A dine-in menu gives you more flexibility with ingredients. You can offer seasonal dishes, local produce, or chef’s specials that wouldn’t work as well for delivery. This makes the dining experience more exclusive and gives people a reason to visit your restaurant in person.
4. More than Just Food
Dine-in is about more than just food – it’s the full experience. Your menu can include unique options like wine pairings or tasting menus that can’t be replicated in a delivery box. Customers come for the atmosphere and service, which adds to the overall enjoyment of the meal.
How to Optimise Your Menus for Both Delivery and Dine-In
Now that we’ve covered why you need different menus, let’s get into the practical side of things. Most restaurant owners use online ordering platforms for delivery. How can you optimise your menu for both delivery and dine-in while ensuring a smooth experience across the board?
1. Make It Mobile-Friendly
Most customers will browse your delivery menu on their phones, so it needs to be easy to navigate on a small screen. Make sure it loads quickly, is simple to scroll through, and has clear descriptions with high-quality images.
2. Use SEO to Get Found
Make sure your menu descriptions are SEO-friendly so that your restaurant shows up in search results. Use keywords like “best takeaway in London” or “order Indian food online.” But don’t overdo it – the descriptions should still sound natural and entice people to order.
3. Dynamic Pricing
For delivery menus, you may need to adjust prices to account for packaging and delivery costs. You could also offer discounts for customers who order directly from your website, helping you avoid third-party delivery fees.
4. Be Transparent with Allergen Information
Today, people are more aware of food allergens and dietary preferences. Make sure your online menu is clear about allergens and offers options for vegans, vegetarians, or those avoiding gluten. This makes your menu accessible to more customers and builds trust.
What You Gain by Customising Your Menus
So, what do you stand to gain by customising your menu for delivery versus dine-in?
1. More Revenue
Tailoring your delivery menu means you can attract more customers and encourage repeat orders. A dine-in menu that’s carefully crafted can encourage customers to spend more on drinks and extras, helping you increase your overall sales.
2. Better Efficiency
Separate menus for delivery and dine-in can streamline kitchen operations. You can simplify delivery orders and save the more complex dishes for dine-in, helping your kitchen run more smoothly.
3. Happier Customers
Your menu reflects your brand. A well-designed, thoughtful menu shows that you care about your customers’ experience, whether they’re eating at your restaurant or at home. By customising your menu for each dining experience, you can create loyal, happy customers.
Wrapping It Up: Make Your Restaurant Stand Out
In a competitive market, standing out means catering to your customers’ needs. Customising your restaurant’s online menu for delivery versus dine-in is more important than ever. By paying attention to what each group of customers wants, you can improve their experience and boost your bottom line.
Remember, it’s the little details that count. Whether it’s the type of food you serve or how you package it for delivery, the right customisation strategy can turn casual customers into loyal regulars, both for delivery and dine-in.
