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OrderPay: Overcoming the most challenging period ever for the UK’s hospitality sector

This year has been the most challenging period ever for the UK’s hospitality sector. Operators are experiencing a devastating mix of virtually zero revenue due to enforced closures and government-led restrictions, along with low consumer confidence. It’s almost impossible to know what decisive moves to make in the battle to stay afloat.

Throughout this tumultuous period, we’ve already seen how mobile order and pay technology, for example, has helped overcome barriers erected as a result of the COVID-19 pandemic - giving operators a way of allowing customers to order safely and efficiently. As we look towards 2021 and navigating a way out of the crisis, and as restrictions potentially start to ease, technology can help solve some of the challenges faced by operators searching for new channels for driving sales and engagement. As a hospitality super-app, OrderPay can be a lifeline to help drive revenue at a time when operators are taking little money over the bar or in-venue.

With get-togethers and celebrations likely to look very different for months to come, offering something personal via a digital journey can be an effective sales driver. At OrderPay, we have introduced a gifting feature in our app - giving customers the ability to send personalised vouchers and messages digitally to a friend, colleague or family member for special occasions. In the coming months, there will be even greater possibilities with gifting, including ways to surprise and delight guests and reward their loyalty without the pain points or operational complications of a traditional loyalty scheme.

It was never a question of if, but when the hospitality industry would undergo digital transformation. Due to the pandemic, the adoption has been accelerated, but many operators are still figuring out how technology can fully transform their business and help rebuild. Switching on a variety of order channels ensures your business can be both accessible to new customers and convenient for your regulars. Be it order and pay, delivery, tap & go or click and collect, an omnichannel approach will also give you the lifeblood of data – helping you to make the right strategic decisions and bring new visibility across your operations through identifying which channels are performing best and which menu items are proving popular. Greater understanding of your customers across multiple channels means you can take a more personalised and targeted approach.

When it comes to supporting your teams, OrderPay’s digital tipping solution, for example, offers a slick and customer-friendly solution that encourages customers to reward their server. This helps get buy-in from staff, which is crucial to unlocking the true potential and benefits of any tech solution, which can include increased basket size, guest retention and visit frequency, alongside direct marketing opportunities to new and existing customers.

As we look towards next year, we believe technology can be used to widen understanding and knowledge of customers, to communicate and engage, to reward them for their loyalty and drive new habits around visiting venues. As a technology supplier, we are focused on supporting businesses in attracting and retaining customers, enhancing your brand and helping to drive sales and profitability.

orderpay.com

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