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


Casual chains aim to take menus up a few notches

Casual-dining chains including Tony Roma's, Olive Garden, Carrabba's Italian Grill and Smokey Bones are getting creative with -More

Sikkimese Turmeric and Ginger Idaho® Potatoes
Enjoy a taste of the Himalayas with these flavorful cubed Idaho® Potatoes seasoned with garlic, ginger, turmeric, coriander and chile flakes. For this and more great recipes, visit foodservice.idahopotato.com/recipes.

Crumbs debuts the Crumbnut

Cupcake chain Crumbs Bake Shop is offering the Crumbnut, a croissant-doughnut combo product, in BJ's Wholesale Clubs in addit -More

Restaurant sales rebounded in March, report says

Restaurants saw same-store sales growth of 0.7% in March, the first increase since last November, as warmer weather melted wi -More


Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Popeyes Louisiana Kitchen, Inc. Announces CFO Departure in May

The company has commenced a search for Mr. Hope’s successor, reviewing both internal and external candidates. Mr. Hope will assist in the transition of duties to an interim CFO and will remain a consultant to the company through the summer.

Fuddruckers Reenters New York State With Restaurant In Middletown

introduces its first company-operated New York State site today at 340 Route 211 East in Middletown, which is located in the Hudson Valley approximately 60 miles from Manhattan.

Giardino Gourmet Salads Announces Nine Consecutive Quarters Of Positive Comparable Sales

Giardino Gourmet Salads announced that it has experienced nine consecutive quarters of positive comparable sales after posting an eight percent increase throughout the first quarter of 2014.

Organic Claims Declining on US Restaurant Menus

According to Mintel Menu Insights, while 'organic' is still the leading ethical claim on restaurant menus, its usage declined 28% between Q4 2010-13.

The Habit Burger Grill Opens Fourth Utah Location In May

The Habit Burger Grill is opening its fourth Utah location on May 1st in Sandy, Utah. The California-based restaurant known for its popular Charburgers opened its first Utah location in Sugarhouse in 2013, and has since expanded to include three more locations.


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: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

TED: David Brooks: Should you live for your résumé ... or your eulogy? - David Brooks (2014)

Within each of us are two selves, suggests David Brooks in this meditative short talk: the self who craves success, who builds a résumé, and the self who seeks connection, community, love -- the values that make for a great eulogy. (Joseph Soloveitchik has called these selves "Adam I" and "Adam II.") Brooks asks: Can we balance these two selves?

TED: David Sengeh: The sore problem of prosthetic limbs - David Sengeh (2014)

What drove David Sengeh to create a more comfortable prosthetic limb? He grew up in Sierra Leone, and too many of the people he loves are missing limbs after the brutal civil war there. When he noticed that people who had prosthetics weren’t actually wearing them, the TED Fellow set out to discover why — and to solve the problem with his team from the MIT Media Lab.

TED: Louie Schwartzberg: Hidden miracles of the natural world - Louie Schwartzberg (2014)

We live in a world of unseeable beauty, so subtle and delicate that it is imperceptible to the human eye. To bring this invisible world to light, filmmaker Louie Schwartzberg bends the boundaries of time and space with high-speed cameras, time lapses and microscopes. At TED2014, he shares highlights from his latest project, a 3D film titled "Mysteries of the Unseen World," which slows down, speeds up, and magnifies the astonishing wonders of nature.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service