90% of customers are ordering takeout online today, do you still even need a phone?

You’ve built a solid online ordering system—so why hang on to that old-school phone line? After all, nearly 90% of customers click “Order Now” instead of dialing in.

But here’s the thing: the phone still plays a surprisingly big role in guest experience, loyalty and, yes, even your bottom line. A Stanford University study found that 81.2% of calls to restaurants are purchase-related, including delivery, takeout, and reservations.

Let me break down why you still need a ringing line, when callers reach for it, and how a basic phone menu or AI receptionist can turn missed calls into orders.

Why the phone still matters

Even with slick apps and seamless web menus, some customers still have a reason to want to talk. Whether they have a special request, can’t figure out your allergen options, or just prefer hearing a voice, the phone is their fallback. Plus:

• Trust factor: Hearing your restaurant’s greeting builds confidence. A friendly “Thanks for calling Joe’s Pizza” reassures people the order’s in good hands.
• Professional image: Nothing is more irritating as a customer when you call a restaurant and you can never get a hold of them or get answers (speaking from personal experience, which I'm sure you can relate to). How does it make a customer feel if you're not around to take a call?
• Self-service options: At bare minimum, having self-service options can go a long way. It can be a difference maker in a customer choosing you or your competitor a few blocks away.

If you drop the line, you lose these small but crucial chances to connect and protect your reputation.

The benefits of keeping a phone line

1. Catch the edge cases. Not everyone’s tech-savvy. Seniors, occasional users or customers with accessibility needs often call for help. Make it easy for them, and you’ll win repeat business.
2. Handle large or custom orders. Group catering? Family feast? Bulk orders often come through voice calls so hosts can confirm details in real time.
3. Smooth last-minute changes. A sudden allergy alert or timing tweak? Customers trust the phone when they need speed—and you can adapt on the fly.
4. Brand consistency. A warm, on-brand voicemail or live greeting carries your personality through every channel, reinforcing your voice.
5. Direct feedback loop. When people complain, compliment or ask questions, hearing it firsthand lets you troubleshoot and improve faster than email or social media.

When customers still pick up the phone

Even die-hard online loyalists will dial in these situations:

• Menu clarifications: “Do you use real parmesan?” “Is the cauliflower rice gluten-free?”
• Special requests: “Can I customize my burrito with extra beans and no cheese?”
• Delivery drivers: Third-party couriers often call to confirm weird addresses or gate codes.
• Group orders: Office lunches, birthday cakes or family bundles—these require details you can’t jam into a form.
• Technical hiccups: “Your website just crashed” or “My coupon code won’t apply.”
• Make reservations or bookings: You might have online only bookings, but some folks still prefer to make them over the phone.

Not answering means losing orders—and, worse, leaving frustrated customers tweeting that they couldn’t get through. Restaurants miss an average of 150 calls monthly, leading to $27,000 in annual revenue loss at an average order value of $25.

Making the most of that line: simple menus & AI answering

You don’t need a full small business call center service or have a host to handle a few hundred calls a day. Here are two low-lift, high-return options:

1. A straightforward phone menu or phone prompt system

• Press 1 for hours of operation
• Press 2 for menu
• Press 3 for catering or large orders
• Press 4 to repeat these options

Keep recordings short, use clear language (“Press one for pickup,” not “enunciate your selection”), and update whenever you add new services. Even a basic IVR (interactive voice response) cuts down on misrouted calls, so your front-of-house isn’t scrambling to redirect a catering inquiry to the delivery line or stopping what they're doing to take a non-urgent call.

2. Upgrade your old phone menus to an AI-powered answering service

• Answer FAQs from questions about your menu to your closing time. It's as simple as giving an AI restaurant answering service a list of your FAQs.
• Take a message when all your hosts are too busy during rush hour. You can get notifications instantly, complete with call summaries and transcriptions via SMS or email. You'll always be in the loop if it's an important call.
• Relay important news or events like your upcoming holiday hours, fundraisers, restaurant changes, or anything else.
• Assist with reservation or booking requests for staff review. An AI phone assistant can take down name, preferred time, and any additional information and pass it along to your staff instantly.
• Transfer calls when it requires special attention only someone on your staff can answer—like if they want to talk to a manager (Oh, no!), or if there was a mistake in their online order and the customer wants to udpate it.

AI receptionists still has a way to go when handling problems that need immediate attention, but it's excellent for most routine calls. Your AI receptionist can expertly handle things that don't require staff attention, letting your them focus on your in-house guests without stopping for phone questions like, "Does your pesto sauce contain any eggs."

Your customers still get immediate service, and your staff productivity doesn't take a halt.

Bottom line

Yes, online ordering is king—but the phone still rules a surprising corner of guest experience. It’s your safety net for special requests, error fixing and connection to your business. A simple menu or AI phone answering service can turn every ring into an upsell, a solution or a delighted repeat customer.

In an age of screens and bots, a friendly voice still carries weight—and sales. So keep that line alive, train it well, and watch your customer satisfaction (and your profits) climb.