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Pizza Talk, Tips for Pizza Operators: Web Orders Upsell
By Rudy Vener

One of the most attractive features of online or web ordering
is that it upsells for you. LaRosa's Pizza in Cincinnati, Ohio
states that their average online orders are $1.25 more than
their phoned counterparts. In the May/June 2005 issue of Pizza
Marketing Quarterly, Two Guys Pizza of Moreno Valley,
California, said their online orders averaged over $8.00 more
per order.
Why are online orders significantly larger than phoned orders?
There are probably several reasons for this. The online ordering
process itself is far more leisurely. Online customers have no
pressure to finish their order quickly. They can browse the
online menu and make selections at their own pace. This alone
could ensure the customers do a more thorough job of placing
orders. But the online menu itself makes a contribution by
reminding each customer to include beverages, appetizers and
extras.
A properly designed online menu will always display all the
menu areas on screen. So when a customer is choosing an entree
or pizza, there is a button or link somewhere on the screen
reminding him to include a beverage, an order of breadsticks or
a dessert. Best of all, it does this automatically for every
customer, every time, without needing to be trained or reminded.
No matter how well trained and patient your employees, when a
customer is talking to them on the phone, there is always an
unspoken understanding that the customer needs to finish placing
the order because the employee must serve other customers or
return to cooking. This need to finish is absent from the online
ordering experience. The lack of pressure coupled with the
online menu's subtle reminders, results in larger tickets from
web orders.

About the Author:
Rudy Vener is president and founder of Pizza Galaxy
Internet Marketing Services. Rudy has combined his more than
two decades of experience in software design with his love of
pizza to help pizza operators market their shops and
restaurants to their local communities on the internet with
online ordering, email marketing and other Internet strategies.
Visit Pizza galaxy at http://www.pizzagalaxy.com to find out
how he can help you.

Copyright 2005 by rudy Vener

About the Author

Rudy Vener is president and founder of Pizza Galaxy
Internet Marketing Services. Rudy has combined his more than
two decades of experience in software design with his love of
pizza to help pizza operators market their shops and
restaurants to their local communities on the internet with
online ordering, email marketing and other Internet strategies.
Visit Pizza galaxy at http://www.pizzagalaxy.com to find out
how he can help you.

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