Since the 2022 WeChat open class, mini programs have entered a growth spurt, and businesses across many industries are turning to them to improve service quality and open up opportunity. Food ordering mini programs are how the restaurant industry has gone online. In practice they have made a real difference to how restaurants operate.
Why a food ordering mini program makes sense
1. A better service and a better experience
Winning customers through the mini program, ordering by scanning a code and delivery have become standard, and restaurant marketing through a mini program is where things are heading. Diners scan with WeChat, follow the account and order on the spot, paying through WeChat. The app takes up almost no storage, and the whole transaction closes inside one flow — no queue to order, no queue to pay. For the customer, that is simply a better experience.
2. Lower build cost, and many entry points
Most restaurant businesses are small and have to be careful with money. A mini program costs far less to build than an app, which fits that budget — and that is a real opening for small operators. Customers reach the ordering page by scanning a code, through an official account or a subscription account, or through a share from a friend, which drops them straight onto the mini program landing page.
3. More covers and better service
By combining the mini program with location services, diners can find and follow the restaurant, which also fixes much of the information asymmetry merchants used to face. It connects the online and offline sides of the business — both the spending and the service. Self-service ordering and reservations cut labour cost, and the restaurant no longer has to worry about staff being overwhelmed at peak.
What the mini program actually does
Online ordering
Diners follow the restaurant’s mini program and order directly, with no queue at the counter.
Store locator
Opening the mini program gives in-app navigation straight to the branch.
Online payment
Bills are settled through WeChat Pay, and coupons can be applied at checkout.
Reservations and pre-ordering
Diners book ahead and order in advance, then simply turn up. It is convenient for them and lets the kitchen prepare stock properly.
Coupons
Merchants issue coupons through the mini program to attract customers and keep them coming back.
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