Amazon is a monster online for one simple reason: It makes buying easy. No fluff, no distractions, just a seamless path from curiosity to purchase. Do you want something? Search, click “Buy Now,” and boom: You’re done. The minds behind this company are scary good at getting people to click that button.
Now think about how many restaurant websites or social media profiles you’ve seen that make you hunt for what you need. Our customers are hungry, they want to order – but instead, they’re clicking through a maze of links, menus and notifications. By the time they find what they need, they’re over it – or worse, they’ve ordered from someone else.
If Amazon teaches us anything, it’s this: Simplicity sells. If you’re running a restaurant and want more online orders, you’ve got to stop playing hard to get. Here’s how to apply Amazon’s success to your online ordering.
Reduce Number of Clicks
Amazon knows every extra click is an opportunity to lose the customer. That’s why they have features like “Buy Now” and one-click checkout. Apply this to your restaurant’s website by making your menu and ordering system as direct as possible.
Think about your setup: How many steps does it take someone to go from “I’m hungry” to placing an order? If it’s more than two or three, you’re losing business. Don’t make people dig through your homepage or scroll past endless options to find the “Order Now” button. Put it front and center – big, bold and impossible to miss.
Funnel Traffic Where It Counts
Amazon doesn’t waste your time. Click an ad for headphones, and it takes you straight to the product page. No detours, no “look at these other 20 things you don’t care about.”
To achieve this in your restaurant, ditch Linktree or general website links on your social media. Someone clicking your Instagram bio isn’t looking to browse – they’re hungry and ready to buy. Make the link go directly to your online ordering platform. Not your homepage. Not a choice of multiple third-party menus. The faster they can order, the better.
Keep It Stupidly Simple
Amazon’s product pages are all about clarity: What is this? How much does it cost? How do I buy it? There’s no room for confusion.
Your online ordering needs the same vibe. Make your menu clean, with clear categories like appetizers, mains and desserts. Use real pictures for every item. Show me the pizza, not just the name “supreme pizza.” And for the love of all things holy, have a description that is just the ingredients. This is not story time; people don’t want to work to give you money.
Tips to Nail Online Orders
- Get a Mobile-Friendly System: Most of your traffic is from cell phones. If your site feels clunky, you’re losing orders. Use a quick and easy platform that integrates with your social media platforms.
- Prominent Buttons: Make sure “Order Now” or “Start Your Order” is the first thing people see. If they have to scroll, you’re doing it wrong.
- Kill the Noise: No distractions, no unnecessary fluff. Keep the focus on ordering. Reduce the number of clicks.
- Test It Yourself: Use your system. If it’s annoying, fix it. If you wouldn’t order from your setup, why would anyone else?
Close the Sale
Amazon’s secret is making the process so simple you don’t even think about it – you just do it. Your restaurant can do the same. Funnel people directly to the purchase. Make it stupidly easy for them to order. Keep the process clear and uncluttered.
People are hungry, not patient. Be the restaurant that gets it. The one that doesn’t make them jump through hoops. Nail this, and you’ll see the difference – not just in orders but in loyal customers who keep ordering because your site works and they want to eat.
Mike Bausch is the owner of Andolini’s Pizzeria in Tulsa, Oklahoma. Instagram: @mikeybausch
