Neal Ungerleider wrote about the benefits that restaurants derive from people ordering food online:

• Online and touchscreen menus can more effectively steer customers to ordering add-on items such as extra sauces and cheeses boosting sales.
• A typical menu can’t show all the possible combinations for each dish the way that an online menu can.
• Online menus also take away from the social stigma of ordering combinations that others might find weird.
• An online menu makes customers aware of offerings that they didn’t know the restaurant had. While calling a pizza joint a typical customer might order a large cheese pizza and a drink. When ordering online they might see that the eatery also had a wide range of deserts and consider those.
• Dining locations, for their part, can better track sales, customer preferences, and inventory levels through online orders.

Read more about how notable chains such as Sheets and Dominoes have benefitted from digital orders and more over here.

Source: Fast Company