This is one of the most common questions that restaurant brands have, and for good reason. As an operator, you always have to look at cost. But because there are different cost structures available and costs scale with the size of your restaurant business, it’s difficult to generalize what an online ordering platform will run you, even on average.
What is important to keep in mind, however, is the difference between revenue generating costs and the pure costs of operation.
Thinking About Cost as Investment
An online ordering platform is really a revenue generating platform. In that light, it should be viewed as an investment in your business and another tool of your marketing department. In order to increase revenue and broaden your customer base to drive orders, you absolutely must be able to cast as wide a net as possible.
Once you have a strategic plan for the platform, and know exactly how you’re going to use it, your next step is to look at costs and decide the best cost structure for your business.
Types of Cost Structures
Many organizations offer a flat fee per month, or a SaaS (Software-as-a-Service) fee for utilizing the platform, on top of a transaction fee. These costs can vary depending on how you negotiate your contract. So based on how you want to use your platform, you can either have a higher base fee and a lower transaction fee, or a lower base fee and a higher transaction fee.
As a restaurant brand the most important thing for you to do is to understand how you want to 1) use your online ordering platform and 2) how to get the best return on your investment. Both of these depend on planning. If you plan well, you should be able to negotiate a favorable contract for your investment in an online ordering platform.