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“Feast Your Eyes” on Vibrant Digital Menus: the Crucial Role of Images in Online Food Ordering​

3-minute read ---
In today's digital age, where purchasing a new meal is just a few clicks away, ordering food online has become a staple part of our lifestyles. From modern “social media influencer marketing” to traditional billboards and online media campaigns, images play a crucial role in a business’s overall profits, shaping consumer choices and influencing daily purchasing decisions.

​Here are 4 essential roles images play in helping restaurants in gain and retain new customers:
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Images that are vibrant, sharp, and appear professionally staged are more likely to result in strong first impressions
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Clear, colorful, and attractive food pictures act as a catalyst, triggering additional purchases from hungry buyers
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When done well, consistent messaging increases reliability and trust on the part of the consumer
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Images allow guests to understand what exactly the restaurant offers and make a confident and comfortable purchasing decision
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Aldelo Express includes images at cloud POS terminals, self-service Kiosks, Masa+ Online Ordering, and more

1. Images Create Strong First Impressions

In a physical restaurant setting, customers can smell and see the food they may want to order. But when ordering online, these sensory experiences disappear, leaving restaurants with only screen-based images to convince customers to make their first (and future) purchases.

As the saying goes, “people eat with their eyes,” consider what a customer may think of a restaurant if the menu images are blurry, small, or poorly lit. For many customers, low-quality photos do not whet the appetite and leads to lower sales. The unfortunate result for restaurants is that the potential customer turns away and finds a competitor with higher-quality photos and better looking food, before they even try food and drinks from your restaurant!

On the other hand, images that are vibrant, sharp, and appear professionally staged are more likely to result in strong first impressions and more first-time purchases. Promoting high-quality food images and a smooth online ordering experience, provides customers with increased trust and confidence that leads to great first impressions and repeat business.
2. Images Tell Guests What to Expect

A “large portion” at one restaurant may not be the same size as a “large portion” in another restaurant. Quality over quantity matters to many diners. Images help customers understand the portion sizes and ingredients of a particular appetizer, entree, or dessert. They provide visual cues about quality ingredients, presentation style, and the types of side dishes available, so customers can know what to expect from their online purchase. This can prevent confusion and disappointment when the food finally arrives, enhancing customer satisfaction and further building trust in the restaurant’s food and services.

3. Images Trigger Additional Purchases

It cannot be denied – a high-quality image of a gooey chocolate lava cake can make a customer’s mouth water. Clear, colorful, and attractive food pictures act as a catalyst, triggering additional purchases from a hungry buyer. Like a dessert cart or display case would be presented in the restaurant, digital menu images can act as a virtual dessert cart or display case that nudge customers to add additional items to their cart, even if it was not in their initial plan.
4. Images Build Brand Identity

We are almost constantly surrounded by national brands and marketing campaigns that treat their food as models during photoshoots, and from this we can see how presented images play a crucial role in a business’s brand identity. By showcasing images of a restaurant’s food and drinks with a consistent visual style, theme, or presentation, restaurants create a unique brand identity that makes their business stand out against competitors. When done well, consistent messaging increases reliability and trust on the part of the consumer, encouraging them to make additional purchases from the restaurant, especially when coupled with a restaurant loyalty program.

5. Images are Accessible

For customers who have language barriers or difficulty reading digital menus, images serve as a universal language, allowing guests to understand what exactly the restaurant offers and make a confident and comfortable purchasing decision.
Aldelo Express POS Includes Images Online and In-Store

In conclusion, images are the key to successful online food ordering. Far from just a “nice addition” or an aesthetic choice, images are powerful tools that drive sales, contribute to customer satisfaction, and build a restaurant’s brand identity. Therefore, thoughtful photography is not just desirable but necessary in the competitive landscape of online food ordering.

Aldelo Express POS not only includes images in in-store cloud POS terminals and self-service Kiosks, but in its native online ordering solution, Masa+, available at zero additional cost with the Aldelo Express Cloud POS platform. Merchants also receive, at zero additional cost:
  • QR code online ordering
  • Physical and Digital Loyalty / Rewards
  • Physical and Digital e-Gift Cards
  • Native Delivery Module
  • Native Inventory Module
  • Digital Wait List and Reservation Modules
  • Self-Service Kiosk Software
  • and much more!
Contact Aldelo today to learn more at merchants@Aldelo.com or 925-621-2410


​​
​All Aldelo Express users have 100% access
​to a Centralized Multi-Store Restaurant Technology Platform
including Merchant- and Customer Facing Solutions

Aldelo Express POS, Masa+ Online Ordering, eGift and Loyalty
Programs, ​Unlimited Licenses, Software Releases, Software
Upgrades and 24/7 Technical Support 
are always included!


Absolutely zero add-on modules or solutions to buy!


***

Please contact an Aldelo representative today for more details, 
including a free Aldelo Express POS demo trial

merchants@Aldelo.com | 877-639-8767 | partners@Aldelo.com
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