The Green Sheet Online Edition
December 22, 2014 • Issue 14:12:02
Easy, interactive online menu
EasyWay Online Ordering LLC reported it has created a simple, secure, engaging method to order from restaurants online and on the mobile web. Chief Executive Officer Clarence Williams, a payments industry veteran, noted that takeout has become a way of life in major cities and college towns across America.
Third-party providers have enhanced the online ordering process, and Williams has identified several ways to optimize the experience and eliminate friction. "The EasyWay ordering system, unlike other third-party services, is specifically designed for the ISO and MLS channel," he said. "It can be a door opener for MLSs looking to differentiate and shift the conversation away from rates."
EasyWay Ordering is designed to empower independent eateries and small chains to stay ahead of larger competitors while maintaining ownership of their brand and building stronger relationships with their patrons. Unlike online ordering hubs, EasyWay orders are processed directly through a restaurant's merchant e-commerce account within interactive menus.
Full featured, frictionless
The company noted that restaurateurs can connect with customers and review customer data and analytics with a personalized dashboard; they can also leverage reputation management and web design tools to increase their online presence, respond to reviews, keep updated listings and maintain their brands.
Customers can browse menus at their own pace, create profiles, log in online or from Facebook, or place an order as a guest, EasyWay noted. SMS push notifications and mobile ordering are also available. Online menus integrated with restaurant websites provide mobile browsing, with photos and descriptions of menu choices, and streamlined checkout inside the menu. A Quick Favorite feature lets frequent customers save their "usual" as a keyword and reorder via text message.
EasyWay stated it is compatible with most processors and gateways, including Authorizen.net, NMI, SureGate and GGe4, and supports Valutec gift and loyalty. It can integrate with POS systems through a simple API that is free to developers, and is certified with many leading brands.
The company also said EasyWay Ordering is Payment Card Industry Data Security Standard compliant. Orders are immediately tokenized and payments go directly to the merchant, not a third party. Reseller and referral programs enable ISOs and agents to earn commissions and residuals on every sale.
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