This article is intended as a walkthrough for the first stages of setting up your online store!
This will cover the basics of getting online to begin with, and the first stages of getting online, creating an account with SK Takeaway, and setting up your first menu.
First thing’s first. If you haven’t already, navigate to storekit.com/takeaway and click the large button in the centre of the screen which says, “start your store”.
It should ask you for an email address and a password. We’re going to be sending some order notifications to this email by default, so if you’ll want members of your team to receive email order notifications, it’s best to put a group email address.
Next, it’s time to create your first store. You’ll be able to create a menu immediately after this, and you can create multiple stores, and multiple menus – and apply different menus to different stores.
When you click “create store”, it will take you through to this screen:
In the top box, it’s the name of your store (rather than your company – e.g. Pizza X, Manchester branch). We’d advise writing a short description.
The second box is your URL. Choose anything! From a Google Marketing perspective, it’s always good if your URL contains a common search term like “dumplings” if you’re a dumpling restaurant – that will make it more likely to return as a result.
Then, it asks for a logo image and a cover image – they will appear on your menu. We know that menus which have lots of pictures are always likely to get more orders, so we’d recommend putting a picture there, but you don’t have to.
The recommended image dimensions for the cover image is 600 x 218 pixels, but if you don’t know how to cut an image to that size, it doesn’t matter – just select an attractive picture which is wider than it is tall where you don’t mind if the edges get cropped a bit. One great website to download free stock photos is pexels.com.
Then click “next, address” in the bottom right corner.
Here, insert your store’s address. We’ll choose a delivery radius from this point, so make sure you set the right one. It doesn’t matter if you don’t have a website. Again, in the bottom right hand corner is the next thing to click!
Select your opening hours. If you’re closed at the time a customer navigates to your URL, the checkout will be greyed out, and a box will pop up when they attempt to order, as displayed below.
Then, click the box in the bottom right corner of the screen which says Next.
Now we’ve reached the store settings. This is where you can set whether you deliver, pick-up, or both. (Read our advice about hiring bike riders.)
If you select browser notifications only, you’ll be notified in the top left corner of the screen. As we’ll see shortly, you can see your notifications as orders come in in the “order” section on the menu on the left of the screen.
You can also set a delivery fee and service charge. These are tricky to get right! It’s useful to separate them out, because people who are picking their food up won’t want to pay for delivery. But it’s also true that customers are more cost-sensitive when it comes to delivery fees than they are to food prices increases.
What does that mean?
Well, let’s say that for example, you sell a burger for £11.00. And to retain the same margin, you’ve worked out you need to charge £15.99 for the burger delivered to a customer’s house.
One approach would be to charge £4.99 for delivery and keep the price of the burger at £11.00. But a fiver for delivery sounds like quite a lot, and might deter some customers. Better, then, to keep the delivery cost low – let’s say £2.00 – and to increase the price of the burger from £11.00 to £12.99 when it’s bought via your online menu. That way, delivery sounds to the customer like it’s a nominal fee, and the burger is only 15% or so more expensive. But in total, they’re still paying the full £15.99.
After you’ve completed that task, and you click next, a pop-up will invite you to proceed to creating your menu.
Part 2: Menu & Test Order
For the next part, we’ll take you through to the point where you can sell – we’re going to set up a menu and conduct our first order. Then, we’ll come back and do some of the more refined stuff around store settings. Our next chapters will be about setting up a printer, and understanding your reporting.
The next step is to create a menu. Let’s go:
A category is a subdivision of your menu items. So, “pasta” or, “steak”. You can see it invites you to write a description for the category as well as the product. You can see what a category description looks like from the customer side below.
Purple is the description for the category, and green is the description for the product.
Back to the business side. After you add a category, the screen will invite you to fill in items which belong to that category. Here you can see me adding the steak above.
The photos will appear as square on the menu, so don’t worry too much about how they’re displayed here. A high resolution photo is best.
And just a quick aside – from a marketing perspective, it’s absolutely essential to add as many great and attractive pictures of your food as you can. It really does make a difference in terms of how many people choose to buy the food!
Here’s our advice for great photos for Instagram – it’s absolutely applicable to photos here.
When you’ve added everything you want to to your menu, we can go back to the store tab in the menu. We’re almost ready for our test order!
But before we do, we have to toggle our “accepting orders” tog to “yes”. The tog is shown on the below image in the red arrow.
Then, let’s click on the URL and check out the website we’ve created! Our new URL is shown on the above image by the green arrow.
OK! Here’s what my simple website looks like. You can see that the photo from the start is in the top right corner, and the bits of copy I have written descriptions for each of the products. We’ve put in a £19.99 minimum spend, so even though I’ve added something to the basket it’s prevented me from buying.
Once I have completed my basket, the following page looks like this:
And then after I put in my address, it will allow me to click order! (We’ve not yet set up payment processing with this store, so there’s no option to put in my card details yet. We’ll take you how to apply to payment processing in another chapter shortly!)
Above is the customer view after I click order. The text under the time says, “awaiting confirmation” – back to the store view!
In the store view, I navigate to my order tab, and there it is. Click on the purple text to view the order details.
And here we can see what the order contains. We’re yet to set up receipt printers with this store, so we can view the details here. I use the green button to click “accept”!
And now I’m preparing! Were I to click that button again, it would say “out for delivery” – the next stage.
Back in the customer view,
The text says, “my order has been accepted.”
And two email notifications have been sent out. Since I’m both the customer and the store here, I’ve received them both! The first notification is to me as a store, saying I’ve received an order (this came through before I clicked “accept”) – and the second I have received as the customer.
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