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Digital ordering has taken the UK hospitality sector by storm, with more and more restaurants embracing mobile apps, QR codes, and other technology-driven solutions to streamline their operations. Instead of leafing through paper menus, restaurant guests can now scan a simple code to access an online menu, place their order, and pay without ever waving down a server. It’s a seamless experience that saves everyone time and—this is where things get really interesting—often increases the overall amount diners spend per head.
The benefits might sound too good to be true, but there’s tangible proof that digital ordering drives higher cheque averages, reduced table turnover times, and stronger customer satisfaction. According to a 2022 survey shared by Big Hospitality, many UK operators reported a notable uptick in the amount diners are willing to spend when using digital menus and ordering platforms. This kind of transformation is reshaping the way owners across the country think about quick service, staff efficiency, and revenue growth.
In this article, we’ll explore how digital ordering works, why it boosts spend per head, and how you can integrate it into your own establishment. Think of it as sitting down for a casual chat over a cup of tea with an experienced consultant—someone who understands the daily demands of running a restaurant but also has an eye on the industry’s future. Let’s look closely at how going digital puts more pounds in your pocket, while offering patrons a fresh, convenient, and enjoyable dining experience.
Before we delve into the mechanics of increasing spend per head, it helps to understand the customer mindset. Brits are no strangers to technology, and convenience is at a premium. Whether it’s tapping a phone to pay for groceries or using a crowd-favourite delivery app, the average consumer is already used to mobile-based transactions. In many ways, digital ordering in restaurants feels like a natural extension of a digital-first lifestyle.
Yet, there’s more to it than being “on trend.” Diners often feel more in control when they can browse menus, customise dishes, and place orders at their own pace. They don’t have to flag down a server to order another round of drinks or add dessert at the last minute. By removing friction, tech-based ordering conjures up a subtle sense of spontaneity—an extra pint here, a side of fries there—leading to a higher spend per head.
Imagine you’re at your favourite gastropub for Sunday lunch. The roast smells amazing, and you notice a digital menu option for an upgraded version with all the trimmings. With a single tap, you opt for the premium plate. Would you have done that if it meant waiting for a busy staff member? Possibly not. The spontaneity digital ordering enables often translates into extra sales and, by extension, higher revenue for establishments just like yours.
Even if you accept that technology and convenience matter, the real proof is in the pudding: revenue. Restaurants that implement digital ordering frequently notice an uptick of anywhere from 10% to 30% in their average cheque size. Here’s how it happens:
Let’s illustrate these benefits with a fictional but all-too-familiar scenario. The Cozy Quay, a waterfront restaurant in Kent, wanted to boost revenue without compromising its laid-back atmosphere. After introducing QR code ordering at each table, the owner noticed patrons were ordering an extra round of drinks per sitting—simply because it was so easy to do so. As soon as diners finished one drink, they’d look at their phones, see a tempting drinks menu, and place an order. No queue at the bar, no waiting for a staff member. Over the course of a week, that incremental bump in refreshment sales significantly raised the overall spend per head.
But it wasn’t just about cocktails and craft ales. The Cozy Quay also introduced mouth-watering side dishes displayed prominently within the digital menu. Without pushy sales tactics, customers were adding sharable starters and sides to their order—resulting in higher average bills. Meanwhile, staff had more time to focus on table service and hospitality instead of manually handling orders. Talk about a win-win scenario.
A perk of digital ordering that’s sometimes overlooked is operational efficiency. When your restaurant runs smoothly, everything from table turnover to staff distribution improves. This efficiency can further boost spend per head in several ways:
| Traditional Ordering | Digital Ordering | |
|---|---|---|
| Ordering Process | Guests wait for a server to take their order. Potential for missed upsells due to time constraints. | Guests browse and order any time. Upselling prompts are built into the digital menu. |
| Re-ordering | Must flag down staff again, leading to possible missed opportunities. | Quick, instant re-order with a few taps. Encourages more spontaneous purchases. |
| Billing & Payment | Server presents the bill, processes payment manually. Can lead to delays when busy. | Digital payment built-in. Simplifies splitting the bill, leaving tips, and reducing wait times. |
| Staff Time | Significant portion spent on taking orders, explaining menu items repeatedly. | Staff focus on hospitality, dealing with complex requests, and ensuring diners have a quality experience. |
Despite the upsides, restaurant owners might have a few understandable reservations about digital ordering. Let’s tackle some of the most common concerns:
Integrating a digital ordering system can require an upfront investment—whether that’s time, money, or both. The key is to see this as a strategic decision. By modernising your ordering and payment processes, you potentially increase spend per head, improve staff allocation, and create a smoother dining experience. In many cases, the initial cost is quickly offset by the revenue boost and reduced labour cost of old-fashioned order taking.
Some owners fear that digital ordering removes the charm of face-to-face service, turning everything into a cold, machine-driven process. Yet, the opposite often happens. By handling the administrative part—taking orders and payments—digitally, your staff has more time for actual hospitality. They can greet customers, chat about daily specials, and cultivate genuine relationships, all of which enhance the dining ambiance.
There’s always the risk of a tech hiccup. Systems can go down, or Wi-Fi might fail. However, the best digital ordering solutions are designed with backups and offline modes. Even if a glitch does occur, you can temporarily revert to traditional ordering without skipping a beat. Training staff to handle these scenarios smoothly ensures your establishment maintains professional standards at all times.
Convinced that digital ordering might be just the thing to raise your revenue and modernise your service? Here’s how to get started:
Let’s put ourselves in the diner’s shoes. A well-designed digital menu can showcase an upgraded steak, a premium cocktail, or a local craft beer that complements your best-selling main dish. For instance, if your curry mains are particularly popular, prompt the customer to add a side of naan bread or a themed craft beer. The synergy of pairings not only enhances the dining experience but also drives up the total bill.
And remember, consider doing the same for dessert. One strategic nudge is to show a quick pop-up after they’ve placed a main dish—something like “Fancy something sweet? Our sticky toffee pudding is a favourite.” When integrated gently, these suggestions often feel helpful rather than pushy.
Likewise, in the drinks category, digital ordering platforms can display beverage pairings or recommended wine flights. Diners may be intrigued to try something new, especially if your staff also mentions the idea while serving. This integrated approach—combining the digital prompt with real-world endorsement—works wonders for boosting spend per head.
When customers order through a digital menu, they select the exact items they want, complete with any customisations. This level of transparency and control cuts down on mistakes. Fewer mistakes mean fewer wasted ingredients, less time spent on do-overs, and happier diners who feel their needs have been perfectly addressed. All these factors feed into the broader goal of sustaining higher revenue. After all, few things dampen a meal more than wrong orders and a resulting delay while a dish is remade.
One of the biggest hidden costs in a restaurant is the time and resources spent correcting errors. By using digital ordering, you’re effectively plugging a leak in your profitability. Plus, a lower error rate goes hand in hand with increased customer satisfaction, which translates into higher loyalty and stronger word-of-mouth recommendations.
Boosting immediate spend per head with digital ordering is only part of the story. A good first impression encourages diners to visit again. Converted customers might even spread the word among their friends and family. Here’s how digital ordering can help with customer retention:
Tech-savvy initiatives, like a digital comment card or one-tap tip addition, also reflect an image of modern hospitality. It’s a signal to customers that you’re committed to convenient service. That’s especially pivotal for winning over younger generations, who often expect the kind of ease digital ordering brings.
With so many British restaurants competing in towns and cities across the country, standing out is critical to success. Gone are the days when a classic chalkboard menu was all it took to woo passersby. Consumers today want to know they can get a consistent, high-quality experience—digital ordering is part of that conversation.
Whether you’re a small café in Cornwall or a bustling bistro in London, technology can elevate your brand beyond the competition. Even if your food is comparable, you can still entice diners with the promise of a hassle-free experience. And for larger venues—like those in popular tourist spots—digital ordering can handle high volumes efficiently, preserving that ever-important per-head spend lift.
Various tech solutions can help you introduce digital ordering and a frictionless payment process, including those that let guests scan a QR code and pay directly on their phones. Some, like sunday, also offer quick tipping options and prompt customers to share online reviews with minimal fuss. These features not only enhance the diner journey but also feed into the broader objective of higher average spend and greater long-term customer loyalty.
If you’re looking for a partner that offers comprehensive digital solutions—while still being simple to set up—solutions like sunday are worth considering. But at the end of the day, the right choice depends on what best aligns with your business goals and your customers’ expectations.
Digital ordering isn’t complicated to implement, and it doesn’t have to feel impersonal. When done right, it offers an effortless, engaging, and often memorable experience that diners will seek out—and pay extra for. By giving guests control, you invite them to explore and experiment, often leading to a few added items on the bill. You free your staff from menial tasks, letting them shine in hospitality and table-side service. You minimise ordering errors, reduce wasted inventory, and create a streamlined operation. In other words, you have an engine for higher spend per head and stronger profitability.
As the UK’s restaurant landscape evolves, it’s crucial to stay ahead of the curve. Adopting technological tools now can help you keep pace with customer expectations, maximise revenue, and carve out a unique market position. And along the way, you’ll find that digital ordering is less about adding technology for technology’s sake, and more about ensuring your business thrives in a modern world where dining out is as much about convenience as it is about culinary delight.
Below are some common questions restaurant owners ask when considering digital ordering:
Many older guests are now more comfortable with smartphones than one might assume. Plus, you can always offer traditional menus as a complementary option. A well-designed ordering solution remains intuitive and easy for most customers, regardless of age.
Make sure to invest in a reliable Wi-Fi setup. Some platforms also have offline functionality or can switch to mobile data. Train your team on a quick backup plan, so you’re never left scrambling.
Platforms do charge fees, but the offset often comes in the form of increased average spend, better table turnover, and savings on labour. You might find the added revenue covers those fees comfortably.
Timelines vary, but many restaurant owners notice a difference after just a few weeks, particularly in increased tip percentages and add-on sales. Your mileage will depend on the size of your venue and how effectively you market your digital ordering system to customers.
Most likely, yes. When the ordering process is simple and quick, diners are more inclined to spend a bit more, whether that’s on extra starters, additional drinks, or indulgent desserts. The result is higher spend per head, healthier tips, and stronger profitability overall.
