Now you’ve taken your hospitality business online with your Lightspeed Ordering menu, there’s ample opportunity for you to supercharge your sales by using canny marketing tactics and sales strategies. But don’t worry, you don’t need a Google Analytics certificate to become an online superstar!
Our friends at Camp Grounds, who saw 50% of their sales come through online orders, say, “(Our menu) is on our website, on our Instagram, it’s on our Facebook — it’s everywhere. It’s definitely increased our customer base and reach.” Read the full Camp Grounds, Online ordering: making the most of the quiet times case study.
Our tops tips from our Account Management team show you how to market the crackers out of your online menu to drive sales and make the most out of your Lightspeed Ordering. There are even real-world examples to inspire you.
Before you begin
- A Lightspeed POS and Lightspeed Ordering plan
- A completed online menu
- Your online menu URL
If you have not completed your Lightspeed Ordering set-up yet, head to Setting Up Lightspeed Ordering to walk you through those mission-critical steps.
What’s in this guide?
Add mouth-watering descriptions | 5 mins
Add drool-worthy images | 5 mins
Promote on social media | 5 mins
Order Online button | 5 mins
Add your menu to your Google business listing | 2 mins
Place QR codes strategically | 5 mins
Get inventive with QR displays | 5 mins
Expand your offering | 2 mins
Adding Facebook's Pixel to Lightspeed Ordering | 5 mins
Seemless loyalty and rewards | 5 mins
Promotions and offers | 2 mins
Look and feel
You eat with your eyes, so the way your menu looks is important. Think of it as plating- while it doesn’t impact the taste of the dish, it affects the overall experience and how good the customer perceives the food to be.
Add mouth-watering descriptions
Sharpen your quill and flex your creative writing skills. Add descriptions to each product so that you can sell the sizzle out of your products.
Is it light, refreshing and zesty? Do ingredients come from local suppliers? Does it pair well with something else? Let your customers know through your sumptuous product descriptions. We love the personality Custard Canteen has injected to bring a mere burger and chippies to life.
This guide will walk you through how to Set up customer-friendly names and descriptions in your Lightspeed Back Office which will sync to your online menu.
Add drool-worthy images
The saying An image is worth one thousand words is especially true when it comes to selling online. Does your menu look so enticing that customers can’t not buy more?
Photos, not an option? Free icons or simple colour blocks will do the trick! Check out two real-world examples from Royals and Soul Burger.
Images should be optimised for a square ratio.
Pro Tip - Got the perfect image but it doesn’t fit to size? You can use the ResizePixel Chrome extension to resize, crop, optimise, or convert your images.
Having your menu online, with its own URL, means you can put it in front of anybody, wherever they are, giving you more eyes on your products, expanding your customer base and reach - which is more potential sales coming through your door.
Find your menu’s URL from the Lightspeed Ordering Back Office, and spray and pray.
Promote on social media
Grab your online menu’s URL and add it to your bio on social media with a little text saying Order here. Simple as! Some of your smooth movers may already have a linktree, where you can connect your followers to a list of your content with just one link.
Now, it’s on you to drive traffic to the link. A few examples of how you could do this:
- Share a story showing how to order online
- Make a post with a review from one of your customers about their ordering online experience
- Reach out to your Account Manager, or directly to Bopple to get branded Instagram Stories, like the one below, to help you promote online ordering.
In any posts or stories, don’t forget to mention Link in Bio!
Order Online button
Got a website? Embed your menu behind an Order Online Button on your website. Most websites will have a portal that you can use to manage the content on the site. Either you or your web developer can add a link that opens your web ordering page in a separate tab.
You can either choose to follow your own website’s theme settings or, you can read through this guide to add a Bopple button, anywhere on your site.
Add your menu to your Google business listing
Engage with customers on Google for free. Your Business Profile lets you easily connect with customers across Google Search and Maps. See how Sonoma put their menu front and centre, meaning customers are only a click away from ordering.
Check out this Google guide for how to set it up: Add or edit your menu URL
QR codes for days
It’s almost unbelievable to think that QR codes were barely used before 2020. Now even your Granny knows what to do when they see a QR code! Whether you have your fulfilment types set to Pick-up, Dine-in, or Delivery you can add sparkles and pizzazz to your QR codes.
Place QR codes strategically
Place a printed QR code in your window is a given. If you fancy some Guerrilla-marketing style tactics, why not place a poster with your QR code further down the street?
Our customer The Forest Blend Cafe is by a gym, and with the gym’s permission, they place their pick-up QR code in the changing rooms, with Skip the Queue! text above and a pic of a coffee cup. They waft the smell of freshly-baked croissants through the vents, and it’s like shooting fish in a barrel!
Get inventive with QR displays
We can’t be certain if this next point has any effect on the sales figures, but we strongly suspect it adds a little something to the customer experience. While printing out your QR codes on laminated A4 certainly does the job, jazzing up your QR codes is a great way to show your flair.
Brewed As Collective has lasered their table-service QR codes into blocks of wood.
Extras for experts
Using tech and thinking outside of the box, you can design a whole digital experience that outshines your competition and leaves a lasting memory with your customers.
Expand your offering
A Menu doesn’t have to consist of just food and drinks. In the examples below you will see how some of our customers really think outside of the box with their products and services.
Our friends at Continental Deli sell gift cards for their store online. These are perfect to send as a gift to anyone you know who lives in the area or is expecting to visit.
Or, be like Barbetta, who sell retail goods online. Now that’s how you do eCommerce without having to pay for an additional eCommerce store.
Finally, here’s a staff favourite from OI Izakaya. Shout the kitchen a beer, or, Shout your server a beer. Tipping delivered through an online experience!
Adding Facebook's Pixel to Lightspeed Ordering
The Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
You can use the Pixel to:
- Make sure that your ads are shown to the right people. Find new customers, or people who have visited a specific page or taken a desired action on your website.
- Drive more sales. Set up automatic bidding to reach people who are more likely to take an action that you care about, such as making a purchase.
- Measure the results of your ads. Better understand the effect of your ads by measuring what happens when people see them.
Once you've set up the free Facebook pixel in Lightspeed Ordering, the pixel will fire when someone takes an action on your website. Examples of actions include adding an item to their shopping basket or making a purchase. From there, you'll be able to see the actions that your customers take. You'll also have options to reach those customers again through future Facebook ads.
This guide walks you through how to Add Facebook Pixel to your online store: https://help.bopple.com/add-pixel-to-online-store
Seemless loyalty and rewards
Prepare to go to loyalty-reward nirvana. Lightspeed Ordering integrates with Marsello, which makes it easy for Merchants to create a loyalty program where customers can earn points and effortlessly redeem rewards for discounts during checkout, both in-store and online.
Our friends at Chat Thai experienced a dramatic uptick in the redemption of loyalty points.
After launching the integration of Marsello & Bopple, they experienced a 375% increase in reward redemptions.
Enable the Marsello Integration and sign up for an account to get started. Note - there is no cost to integrate, but you will require a Marsello subscription.
Promotions and offers
We’re rounding off this list with a classic tactic. It’s simple and gives a little love to your nearest and dearest- whether they’re a newsletter subscriber, social follower, or existing customer.
Create a custom discount to email to your subscribers and add a link for your online menu. Read this three-step guide that walks you through the process: How do I create discounts for customer orders?
Just like the one we’re about to offer you… Well, we wouldn’t be practising what we preach if we didn’t make you an offer. Lightspeed is offering a referral discount of $250 off your subscription if you refer a friend to Lightspeed, or Lightspeed Ordering*
*They must already have a Lightspeed POS plan. Quote “Driving Sales with Lightspeed Ordering” to your account manager to apply this credit to your account. Credit will be applied when the referee signs up.
We hope you feel like an online hero! If you tick off every one of these, then we’d certainly consider you a gold-tier marketer.
Now that your online menu is humming, it could be time to integrate your delivery channels to POS. Learn more about Lightspeed Delivery.