Summer’s heating up… but if your dining room is cooling off, you’re not alone. Many restaurants see a dip in foot traffic during the summer months—vacation season, school breaks, and outdoor distractions can lead to quieter tables.
But here’s the good news: while dine-in slows down, your digital doors can stay wide open. Online ordering—through third-party apps or your own website—can keep the revenue flowing when the front-of-house isn’t buzzing like usual. And with the right approach, it can become one of your most dependable income streams all year round.
Let’s dig into how tracking and improving your online ordering sales can keep your restaurant thriving, even when things get a little sun-soaked and sluggish.
Why Online Ordering Sales Are Worth Watching
Whether you’re listed on platforms like DoorDash, UberEats, Toast, or running your own online ordering system, this channel deserves a seat at your financial table. Here’s why:
🍽 A Revenue Lifeline During Slow Periods
Think of your online sales as a second location—without the overhead. When foot traffic dips, your digital storefront can still bring in steady income. Even better? Customers often order more online than they do in person (thank you, “Add to Cart” button).
đź“Š Built-In Customer Data
Want to know what’s selling, who’s ordering, when they’re ordering, and how much they’re spending? Online ordering platforms are a goldmine of insights. This data helps you spot trends (like your garlic knots quietly becoming a crowd favorite), test new menu items, and even tailor your promos more effectively.
🔪 Trim the Fat
Tracking online orders can also help identify inefficiencies. Are certain items dragging down delivery time or profitability? Are there peak hours when your kitchen is overwhelmed? Digging into the numbers helps you streamline operations and avoid those late-night “Where’s my food?” reviews.
🥇 Stay Competitive
In today’s market, customers expect convenience. If your restaurant doesn’t have a reliable, easy-to-use online ordering system, you’re leaving money on the table—and possibly handing it to your competitors. By investing time and attention here, you’re not just keeping up; you’re leading the pack.
How to Track Sales from Online Ordering
Good news: it’s simpler than you might think.
Just pull the sales reports from your online platforms or POS system and add up the total revenue generated from online orders during a given period (daily, weekly, or monthly).
Let’s say in July you brought in $5,000 from DoorDash and another $2,000 from your website. That’s $7,000 in digital sales—money that may not have existed without online ordering.
But don’t stop at just total dollars. To really understand how your digital strategy is performing, look at:
- Number of online orders
- Average order value
- Most popular menu items online
- Time of day/week orders are highest
- Delivery times and fulfillment issues
Each of these metrics tells a story—and helps you write the next chapter of your restaurant’s success.
Tips to Maximize Your Online Ordering Revenue
đź’ˇ Simplify the Menu for Online
Too many options can overwhelm online users. Stick to your bestsellers, high-margin items, and foods that travel well. If the fries get soggy, maybe swap in seasoned potato wedges instead.
đź’ˇ Update Photos and Descriptions
Eye-catching food photos and tempting descriptions can increase online sales by 30% or more. People eat with their eyes—especially when they’re scrolling.
đź’ˇ Promote Exclusive Online Deals
Encourage repeat orders with online-only combos or discounts. For example, “Buy 2 Pastas, Get a Garlic Bread Free (Online Only)!”
đź’ˇ Use Customer Data Wisely
Track repeat customers, gather emails where possible, and send out targeted offers. A friendly “We miss you—grab 10% off your next order!” can go a long way.
đź’ˇ Optimize Your Google Business Profile
Include a direct “Order Online” link and keep your info updated. Make it easy for hungry customers to choose you over the next guy.
đź’ˇ Communicate Wait Times Clearly
Transparency builds trust. If there’s a delay due to summer staffing, let them know. Customers are more forgiving when they’re informed.
Crunch the Numbers with a Pro
If looking at sales reports and delivery dashboards makes your head spin, you’re not alone. The good news is: you don’t have to do it alone.
At Delightful Digits, we specialize in helping food and beverage businesses get a clear picture of their finances—from dine-in revenue to digital orders. We’ll help you spot opportunities, plug profit leaks, and make sense of the numbers, so you can focus on serving up what you love.
Let’s make your online orders work harder for you.
Book a free consultation with us today, and we’ll help you make this your most profitable summer yet—even if foot traffic slows down.
