“Call us on 060…” — that’s what delivery looked like for years in most restaurants. It works, it’s familiar and it costs nothing. Or at least it seems that way.
Let’s look at what really happens every time the phone rings.
The hidden costs of phone orders
Staff time
A phone order is rarely quick: a greeting, a question about what’s on the menu, how much a large pizza is, whether you deliver to that address, how much delivery costs, repeating the order back, the address, the floor, the intercom, the phone number.
All of that is done by someone who would otherwise be cooking, packing or serving guests in the restaurant. During the rush, when the phone rings most, that’s the most expensive time you have.
Errors when writing orders down
“I said no onions!” — and the order comes back or the customer never calls again. Errors happen because:
- the kitchen is noisy and the line is bad;
- the order is written down quickly, by hand;
- it passes through two people (whoever answered → whoever cooks).
An online order reaches the kitchen exactly as the customer chose it — with the size, add-ons, sides and a note.
Missed calls
On a Friday at 8 pm the phone rings while everyone is busy. A customer who can’t get through after two attempts doesn’t wait — they open a delivery app and order somewhere else. A missed call is an order you never see in your records.
An online website takes orders in parallel — ten customers at the same time, no busy line.
No data
From phone orders you usually don’t know:
- how many orders you had in a month;
- which dishes sell best for delivery;
- who your best customers are;
- which days and hours are strongest.
Online orders give you all of this automatically through analytics.
Comparison
| Phone | Online | |
|---|---|---|
| Staff time per order | several minutes | a few seconds |
| Several customers at once | no | yes |
| Errors when writing down | common | rare |
| Delivery fee by address | manual, verbal | automatic by zone |
| Promo codes and promotions | difficult | automatic |
| Records and analytics | manual or none | automatic |
| Outside staff working hours | no | shows that you’re closed |
How to move customers from the phone to online
Don’t force anyone. Make it easier for them:
- At the end of every call: “Next time you can also order on our website, restaurantname.rs — it’s quicker.”
- A promo code for the first online order — e.g. 10%. It pays off just in saved staff time.
- The link on the packaging, the receipt and your Viber/WhatsApp status. A customer who has already ordered has your number — let them have the link too.
- The same menu and the same prices online and by phone. If online gets more or costs less, that’s an extra reason.
- A simple website. If ordering online is more complicated than calling, customers will keep calling.
For more ideas, see 12 ways for a restaurant to get more online orders.
What about customers who still call?
Let them call — that’s fine. When most orders come in online, the phone rings less often, staff have time to answer and calls stop being a problem. They become a service for those who prefer it.
Conclusion
The phone isn’t free — you pay for it with staff time, errors and the orders you miss during the rush. Online ordering doesn’t replace human contact; it frees your people for what matters more: the food and the guests.
Find out what your own online ordering system costs in How much does a restaurant website cost.
Frequently asked questions
Should I stop taking orders by phone?
No. Some customers, especially older and regular guests, will always prefer to call. The goal is for most orders to come online, with the phone kept for those who prefer it.
How long does an average phone order take?
It depends on the order, but with questions about the menu, address and delivery, and repeating the order back, a call easily takes several minutes. An online order takes staff a few seconds — just a click on Accept.
How do I get customers to order online?
Tell them at the end of the call, put the link in your Viber/WhatsApp status and on the packaging, and give them a reason — e.g. a promo code for the first online order.
Restoran Pilot
Your own ordering website — 3,000 RSD per month, 0% commission
Customer website, delivery zones, promo codes, kitchen display and admin panel. Hosting and support included.