Restaurants: attract hotels and offices with online ordering

Online ordering has revolutionized the consumer catering sector, but one opportunity remains under-exploited: B2B. And not just on the corporate side! Hotels, coworking spaces, offices... they're all looking for solutions to simplify the lives of their employees, customers or residents.

Thanks to online ordering, your restaurant can meet both these expectations: facilitate meal management for hospitality organizations AND offer a smooth, gourmet experience to their end-users. Follow our guide to make the most of this dual market.

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Preparing your offer to meet the expectations of B2B customers

Identify the right types of business customers

Before you start B2B online ordering, take the time to target the right customers. Who are they? 

• Companies of all sizes who regularly order for meetings, seminars or team lunches. 
• Hotels without in-house kitchens are looking for reliable partners to enhance their customer service. 
• Coworking spaces wishing to offer their residents a quick and convenient meal solution.

But that's not all: via these partners, you also reach their own customers:

• The hotel guest ordering from his room.
• The coworking employee who eats lunch on the go.
• The team at a seminar who wants a tailor-made lunch.

To get started, simply take a look at your neighborhood. Who could be your future partners around your restaurant?

Adapting your offer to the B2B format... and to the needs of your users

Turning to the B2B market will require you to adapt your menu. It's essential to offer clear formulas that are easy to order and consume: well-balanced meal trays, individual boxes, cold buffets that can be put together to suit individual tastes. And don't forget to include vegetarian, gluten-free and other diet-friendly options, as companies need to cater for the dietary diversity of all their employees.

And don't forget to structure your prices with simple, budget-friendly formulas. For example, a "Starter + Main Course + Dessert" offer at a competitive fixed price, with the possibility of an organic or local option, will appeal as much to the office manager as to HR or the accountant.

Meeting companies' new CSR expectations

Companies concerned about their environmental impact are increasingly choosing their catering suppliers according to CSR criteria. The use of recyclable or compostable packaging, local and seasonal sourcing, active reduction of food waste: these commitments are no longer incidental. They are becoming decisive decision-making factors, particularly in calls for tender or long-term contracts.

Offering an eco-responsible product isn't just a gesture for the planet, it's a real growth lever for your B2B business.

Organizing flows for optimized production

The transition to B2B requires appropriate logistics. Producing 50 meal trays has nothing to do with serving 5 customers on site.

To do this, set up a team dedicated to professional orders, anticipate your supplies and reserve specific slots for the preparation and delivery of your professional orders. Respecting schedules, consistent quality and rapid after-sales service will be your best assets in winning the loyalty of demanding customers.

💡Did you know? The market for catering delivered to businesses is enjoying sustained growth. In 2024, delivery accounted for 19% of commercial foodservice sales in France, or nearly €10.3 billion, compared with just 6% in 2018.

👉 To find out more : How can you promote your online order?

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Set up an online ordering solution for professionals

Choose a clear, accessible interface for businesses

A B2B ordering site must be synonymous with simplicity. The ordering interface needs to be clean, fast and mobile-friendly, because most of your customers will be ordering on a smartphone or tablet. An office manager only has a few minutes to devote to ordering lunch: every click counts. A smooth order flow will make all the difference, and prevent abandonment along the way.

Enable grouped, recurring or scheduled online ordering

In the B2B world, flexibility is king. So let your customers : 

• place group orders for several employees in just a few clicks. 
• plan deliveries in advance: a weekly delivery every Wednesday lunchtime for 20 people, for example. 
• to modify or cancel up to 24 hours before the deadline. 

This kind of attention boosts customer satisfaction and loyalty.

Manage customer accounts and professional invoicing

Businesses, hotels and coworking spaces need theright tools for their internal management. To this end, offer them customer accounts with multiple authorized users, monthly summary invoices and an order history available in just a few clicks. By offering them a smooth, professional management experience, you'll considerably increase your chances of becoming their preferred service provider.

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Effectively promote your B2B online ordering offer

Create professional media for local distribution 

A B2B offer shouldn't go unnoticed. Create physical supports: professional flyers, business cards or posters with QR codes, strategically placed in hotel lobbies, company reception areas or coworking spaces. A well thought-out QR code allows you to order in a matter of seconds , multiplying your opportunities.

Highlight the benefits for the corporate customer

In all your communications, emphasize the benefits of your service for the customer. Time savings, easy ordering, guaranteed quality, flexible budget management: these are the real concerns of companies today.

Position yourself as their partner in organizing their meals, not just a supplier.

Communicating through the right channels

Instagram isn't necessarily the best communication tool to seduce a B2B target. Instead, rely on LinkedIn, local professional networks (CCI, business clubs, BNI networks) and dedicated newsletters. These are the channels that will enable you to reach your future customers in a targeted and effective way.

👉 Going further : Online ordering, delivery: direct or via Uber Eats?

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Measure and improve your B2B online ordering system

Tracking key performance indicators

You can't improve what you don't measure, which is why it's so important to regularly monitor your B2B indicators: order volume, average basket value, recurrence rate. This data will give you concrete guidelines for fine-tuning your offer and better satisfying your customers.

Gather feedback to adapt the experience 

Systematically ask for feedback: a quick post-delivery questionnaire or follow-up call can make all the difference. Understanding what you liked (or didn't like) will enable you to adjust your offer and build a flawless customer experience.

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Examples of successful restaurants

Hotels for Double XL

Located near Disneyland Paris, Double XLco-founded by Jabrane, responds to strong demand from hotel customers. To better manage its B2B clientele, Jabrane has set up online ordering to enable nearby hotel guests to order takeaway or delivery.

Rather than use high-commission third-party delivery platforms, Jabrane made the strategic decision to set up its own online ordering solution, connected to an in-house delivery service.

Ski schools for the Express

In Avoriaz, a pedestrian resort where cars have been replaced by sledges, the logistical challenge is considerable. To feed its ski instructors, who give one course after another in high season, the l'Express restaurant set up an efficient online ordering solution with Innovorder.

Instructors can order directly from the slopes, in advance, and pick up their hot meal at the agreed time, saving precious time for these professionals with tight schedules.

👉 Discover its success story

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Want to boost your business with B2B online ordering? Contact Innovorder today to discover our solutions.