By Chuck Templeton

Let’s face it, restaurateurs are not known for their superior technical knowledge. You work with real food, real people and real experience, and don’t have much time for the virtual world. You might cringe at the idea of putting up a first Web site, let alone using the Internet to market your restaurant or conduct transactions. And who can blame you? The Internet revolution has, for all intents and purposes, left restaurants behind. The Internet has traditionally been the domain of technology and big businesses. What can it offer local, service-based businesses that are in the business of pleasing real-life customers?

Do you need the Internet?

Here are the facts: The Internet is the fastest growing medium in history. The number of Americans currently online is 54 million, and Jupiter Communications predicts that number will reach 85 million by the year 2002. 58% of the people who are online are from households with annual incomes above $58,000 a year. Maybe your restaurant is full every night? Maybe you don’t advertise at all, or maybe you do, and you’re pleased with the results. Lots of restaurateurs feel that they don’t need the Internet, but the fact is the Internet is changing the way we do things, both as restaurateurs and as diners.

How will the Internet affect your business?

If your restaurant has a Web site, you’ve probably got a good idea of the benefits of being online. The Internet reaches millions of Americans every day who use it for work, play, and research. An obvious but key benefit of a presence on the ‘Net is the fact that it increases your visibility. It’s a fast, easy way to reach a growing contingent of real people who use it as an effective way to get news, go shopping and make travel and entertainment plans. The Internet is contributing to a serious decline in newspaper circulations and in the amount of television we’re watching. Linking up with online city-guides and food sites will increase your visibility even more, but those that continue to ignore the Internet will eventually be left behind. The Internet is an increasingly powerful tool, and there are finally compelling, easy ways to put that power to work for your business.

Beyond visibility, what can the Internet do for your restaurant?

A good Web site can educate your customers so they know what to expect before they walk through your front door. It can post reviews, menus, driving directions or maps, and even enable real-time guest reservations. You can now order foodservice supplies, equipment and ingredients online, which means you can spend more time in the restaurant where you belong, and wait for what you need to come to you.

A few companies are providing the technology for Internet-enabled reservations — at your Web site or at theirs — so your restaurant can take reservations even when no one’s around to answer the phone. 54% of the people that make reservations online choose to book at a restaurant for the first time, which means these online restaurants are attracting a significant number of new, potential repeat customers. Perhaps best of all, the Internet now enables your staff to make every diner that comes through the door feel special. Internet-connected reservation systems like those provided by OpenTable.com automatically compile a database of your customers and allow you to input their preferences, so you can remember what’s important about everyone you serve. Now even a new host can instantly recognize a regular or VIP, which can make all the difference in the world to your customers.

Internet reservation-systems are increasing in popularity in cities around the country and have been installed in restaurants from high-end, fine-dining establishments like Fleur de Lys in San Francisco, to 900+ cover a night restaurants like Buca di Beppo in Seattle.

In the near future, Internet tools will enable restaurants to better manage business operations based on who’s coming through the door and when. They will help you drive traffic to your restaurant, and keep the customers you have coming back. Finally, the Internet has become a valuable, easy-to-use tool for restaurants.