Web Strategy: Most Important is Often the Simplest….

Online ordering is critical and nothing can over state the importance, particularly if you are interested in catering to the coming generations. Over the last 12-18 months, we have observed a growing number of restaurant operators who find themselves in a sticky situation. Many “Restaurant Operators do not OWN their URL”. This is a disaster and operators need to understand the importance of it, if they are remotely interested in safeguarding their brand and/or existence on the web.

First: What is a “URL”? URL stands for Uniform Resource Locater. In layman’s term, it is the web address that your customers use to order-online. Assume that your restaurant’s name is “Janes Pizza”. Then “www.janespizza.com” is the ‘URL’ you would like to secure for your restaurants. If the URL is already taken, you can create a “relevant” URL and check the availability before you jump into online ordering. “www.JanesPizzaChicago” could be a relevant URL, if your first choice is already taken. Some of the prominent companies where you can create an account and secure a URL are “www.godaddy.com” or “www.networksolutions.com”. You can get a URL from players like YAHOO and so on.

So, coming back to the issue at hand. URL is your identity on the web. It is critical that you own the URL. The cost of owning the URL is not high: $9.99/YEAR to $18.99/YEAR with various options. Increasingly restaurant owners/operators neglect this simple, but critical asset and let their portal service providers own the URL. This is a serious mistake. As your online ordering becomes successful, the portal service provider becomes the gatekeeper to the traffic coming to your site and easily hold you hostage by increasing transaction fee and/or worst case, making reasonable (and at times, unreasonable) demands to sell your URL to you. Will you let someone have an electric bill board at your storefront with no control over what goes on that billboard or who gets to see it?

So what should you do? Follow the simple steps below to save yourself with potentially innumerable headaches.

1. Create an account with one of the many “URL Registrars” (GoDaddy.com / Network Solutions.com / etc.)
2. Search for a URL that makes sense to you for your business. (All major registrars provide you with an ability to search for available URLs)
3. Buy the URL that you can use to market your restaurant.
4. Define your business to be the owner of the URL
5. Pay by credit card and have a record
6. Save the information and the payment / ownership records in a safe place.

It appears to be a simple and elementary concept, but there is a large number of restaurant operators who find themselves trapped! The same portal / web developer / web hosting providers who were scrambling for their business and willing to promise the moon, suddenly change their tune and refuse to hand over the URL. This is a serious issue with no legal remedy. If the URL is owned by the portal / web developer / hosting service provider; there is little that the restaurant owner can do.

Views: 1

Tags: Internet, Online, Orders, Strategy, Web


You need to be a member of FohBoh to add comments!

Join FohBoh




Social Wine Club for Craft Wineries


QSRs squeeze into unconventional locations

Nontraditonal quickservice units are popping up wherever people are, moving beyond street-side and mall locations to military -More

Optimize efficiency with an applicant tracking system

Businesses increasingly are turning to software programs that make applicant tracking more efficient.  -More

Read the NRA statement on NLRB's joint employer decision


All-new pasta dish features Grand Cru® Alpine-style cheese
Roth® Grand Cru® cheeses have a complex and full-bodied flavor that's crafted to achieve excellence in your menu applications. Try it in Manicotti en Croute with Brandied Fig Dipping Sauce. This elegant and inventive dish recently won our recipe contest for postsecondary culinary students, and is perfect as a sophisticated appetizer, passed hors d'oeuvre or savory dessert.


Posting a job or finding a job starts here at FohBoh. Call us about special $50 posting packages to syndicate across all major jobs boards.

National News

Darden Announces Leadership Succession Plan

Darden Restaurants, Inc. (NYSE: DRI) announced that Clarence Otis is stepping down as Chairman and Chief Executive Officer of the Company. Darden's Board of Directors has appointed the Company's current Independent Lead Director, Charles A. Ledsinger, Jr., as Independent Non-Executive Chairman of the Board, effective immediately. The Company also announced that it has amended its corporate governance policies to provide for the separation of the Chairman and Chief Executive Officer roles.

National Restaurant Association Statement on NLRB Joint Employer Decision

Today the National Restaurant Association issued the following statement regarding the National Labor Relations Board’s (NLRB) decision asserting McDonald’s Corporation is a joint employer of its franchisees:

National Restaurant Association Issues Support for Clearer ACA Definition of Seasonal Employment

The bipartisan legislation will align the definitions of seasonal employment in the Affordable Care Act and streamline the applicable large employer determination process.

Rising India, Inc. Announces Acquisition Strategy Toward a Sizable Slice of the QSR Pizza Pie

Rising India, Inc. (OTC: RSII), announces today it will immediately begin work toward the acquisition of up to 5 profitable stores in the popular Quick Serve Pizza Restaurant segment. Current targets are currently earning about $450,000 in revenues per year, per store. Acquisition of targets would provide immediate cash flow identified from profitable longstanding, absentee owner operations with proven model success.

Panera Bread Company Reports Q2 2014 Diluted EPS of $1.82

Q2 2014 Revenue increased 7% to $631 million - Q2 2014 Company-owned comparable net bakery-cafe transactions up 0.4%


If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.


TED: Ze Frank: Are you human? - Ze Frank (2014)

Have you ever wondered: Am I a human being? Ze Frank suggests a series of simple questions that will determine this. Please relax and follow the prompts. Let's begin …

TED: Heather Barnett: What humans can learn from semi-intelligent slime - Heather Barnett (2014)

Inspired by biological design and self-organizing systems, artist Heather Barnett co-creates with physarum polycephalum, a eukaryotic microorganism that lives in cool, moist areas. What can people learn from the semi-intelligent slime mold? Watch this talk to find out.

TED: Shih Chieh Huang: Sculptures that’d be at home in the deep sea - Shih Chieh Huang (2014)

When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service