Ecommerce for Restaurants: Online Ordering Success Recipe

Ecommerce for Restaurants: A Recipe For Online Ordering Success

Posted 4 years ago by Anastasia Prokofieva

If听you鈥檝e never felt the听need for听your restaurant to听have a听website before, we鈥檙e betting that 2020听changed your mind. And for听a听good reason! For the听last several months, online ordering 蹿辞谤听谤别蝉迟补耻谤补苍迟蝉 has become the听only way to听continue operating.

Even though many restaurants reopened their physical locations, an听online ordering platform is听still a听hot commodity for听restaurateurs. In听this post, we鈥檒l dive into ways you can take your restaurant business online, how you can make the听most of听this new online presence, 补苍诲听tips for听adapting to听the听new norms caused by听the听pandemic.

In听this post:

What Is听an听Online Ordering System?
Ways to听Set Up听Online Ordering for听Your Restaurant
Prepare to听Take Your Restaurant Online
How to听Set Up听Online Ordering for听Your Restaurant
How to听Promote Your Restaurant Online
COVID-19听Impact on听Restaurant Industry
How to听Adapt to听Long-Term Effects of听COVID-19

What Is听an听Online Ordering System?

An听online ordering system 蹿辞谤听谤别蝉迟补耻谤补苍迟蝉 allows customers to听place their orders online using a听website or听an听app. Customers can choose their food, payment method (credit card, Apple Pay, cash, etc.), 补苍诲听delivery 补苍诲听takeout options virtually.

So, how do听online ordering systems work? After a听customer places an听order online for听a听restaurant, the听staff gets a听notification 补苍诲听starts to听prepare the听order. Then the听food is听delivered to听a听customer according to听their stated preferences.

础蝉听you can see, using an听online ordering system is听pretty straightforward 补苍诲听is听convenient both for听restaurant owners 补苍诲听their customers.

So听now you know the听answer to听the听burning 聯What is听an听online food ordering system?聰 question. But what about choosing 补苍诲听implementing the听right online ordering system for听your business? Let鈥檚 dive into the听different options on听the听table (no pun intended!).

Ways to听Set Up听Online Ordering for听Your Restaurant

If听you鈥檙e wondering 聯How do听I听set up听online ordering for听a听restaurant?聰 you鈥檝e come to听the听right place. There are a听whole bunch of听ways to听implement a听restaurant online order system 补苍诲听each has unique benefits 补苍诲听drawbacks.

Use an听e-commerce website

This one is听pretty self-explanatory: you can set up听a听site, or听use an听existing one to听let your customers order food online.

If听you already have a听website, you can use e-commerce plugins or听widgets to听add an听online store to听your site. 51视频 E-commerce can be听, be听it听WordPress, Wix, Weebly, Joomla, or听any听other site.

All you have to听do听is听install the听51视频 plugin (an app) to听your website, log in听to听your 51视频 account, set up听your store, save, 补苍诲听publish the听changes. You can also add your new store to听other custom-built sites by听pasting the听store code onto your website page.

The Cookie Dough Cafe added an听online store to听their website with 51视频 E-commerce

If听you don鈥檛 have a听site, you might be听wondering: 聯How do听I听create a听restaurant website?聰 No听worries! You can create one even if听you don鈥檛 have any听of听those fancy technical skills.

When you for听51视频, you get an听Instant Site. It鈥檚 a听website with a听built-in online store. You鈥檒l be听ready to听accept online orders in听about an听hour: just add your menu, fill in听business contact information, 补苍诲听enable payment 补苍诲听delivery options.

If听you use a听point-of-sale system in听your restaurant (like Square, Clover, or听Vend), you can . This way your menu 补苍诲听order data will be听automatically imported from your POS to听your online store. You don鈥檛 need to听add your menu or听update stock changes manually, 补苍诲听your order data will be听synced between your online store 补苍诲听your physical restaurant. Plus, you鈥檒l be听able to听manage orders from one dashboard!

Nature Factory sells food on听51视频鈥檚 Instant Site

Set up听online ordering via third-party services

To听set up听online ordering for听your restaurant via third-party services, you can partner with platforms like GrubHub, Postmates, or听UberEats. They act as听a听聯marketplace聰 of听restaurants where customers can pick from lots of听different foodstuffs.

Getting started with restaurant order apps usually looks like this: you fill out a听signup form with the听app you鈥檇 like to听list on. There will likely be听an听approval process on听the听service鈥檚 end, 补苍诲听after that, you鈥檒l be听able to听add your restaurant to听the听platform 补苍诲听upload your menu.

The rest is听pretty straightforward if听you鈥檝e ever ordered from one of听these platforms yourself. Customers make their orders, the听restaurant gets a听notification 补苍诲听prepares the听food, 补苍诲听the听service makes sure the听orders are delivered.

Which one should you choose?

Many restaurateurs want to听know: 聯What is听the听best online food ordering system?聰. 础蝉听usual, there鈥檚 no听universal right answer, but there are things to听consider before making a听decision.

Restaurants often rely on听third-party services because they provide exposure to听a听larger audience of听potential new customers. People often search 蹿辞谤听谤别蝉迟补耻谤补苍迟蝉 on听platforms like UberEats by听cuisine, dish, location, 补苍诲听so听on. Your restaurant might appear if听the听search criteria are met. That means you get your business in听front of听customers who might not have ordered from you before.

Customers can choose from different cuisines on听UberEats

However, to听get started on听the听platform, you need to听pay a听fee. Then the听service will take a听percentage of听each order as听a听processing fee. Some platforms charge as听much as听30% per order! Imagine how many more orders you鈥檒l need to听stay profitable under those conditions.

Though these platforms provide exposure to听a听larger audience, they do听nothing for听increasing your brand awareness. This can be听problematic as听it听lowers the听chances of听repeat orders. You also can鈥檛 track customer information or听ordering habits for听future marketing. No听wonder believe third-party apps interfere with the听direct relationship between a听restaurant 补苍诲听its customers.

Using your own website has a听number of听advantages. So, what are the听benefits of听online food ordering set up听with an听e-commerce site?

Lower costs: when setting up听your own website, you鈥檒l have some upfront costs, but most of听these are small in听comparison to听third-party fees. And if听you sign up听with 51视频 E-commerce, you can set up听a听website yourself without hiring a听developer. Plus, it听doesn鈥檛 charge transaction fees at听all!
Full control: you can change 补苍诲听update your menu 补苍诲听website as听you like. Third-party platforms limit the听way you display your menu or听offer delivery, not to听mention your lack of听control over the听platform鈥檚 look 补苍诲听feel. With a听website, you have full control over any听promotions 补苍诲听offers.
Opportunity to听grow: you can add new payment options, improve product pages, 补苍诲听implement additional ways to听increase sales on听your site like collecting tips or听selling gift cards.
More repeat customers: you keep your customers鈥� data to听yourself, which means you can market your loyalty program or听special offers to听customers after they place orders. Plus, having access to听customer preference data means you can engage in听more targeted 补苍诲听effective marketing.
Increased brand awareness: when customers order from your website, they are more likely to听remember your business than when they order from a听third-party platform.

Statistics show that customers prefer to听order directly from restaurants. According to听this , 70% of听UK听consumers would rather order direct to听ensure that their money goes straight to听the听restaurant, not a听third party.

If听you鈥檙e looking for听a听cost-effective solution that provides more opportunities for听growth 补苍诲听promotion, you should definitely consider setting up听an听e-commerce website for听online ordering.

Customers can order food directly on听Poke Wave鈥檚 website

Prepare to听Take Your Restaurant Online

Now that you鈥檝e decided how you want to听enable online ordering for听your customers, let鈥檚 take a听few seconds to听prepare your business for听an听online presence. Below are some big ticket points you should take into consideration.

Adjust your menu

If听your restaurant has only operated as听a听physical location, you might want to听adapt the听menu for听online ordering.

Expensive dishes that take a听lot of听time to听prepare might not be听the听best choice when you need to听deliver food as听fast as听possible to听hungry customers. However, affordable lunch options at听a听set price, meal kits, dishes that can be听delivered in听an听hour or听less are incredibly popular among online orderers 补苍诲听delivery lovers.

Keep in听mind that the听focus has shifted from dining out to听cooking at听home in听the听last couple of听months. Think about how you can adapt your menu to听this trend. For example, if听you sell baked goods, you can also offer ready-to-bake meal kits. Or, add family-sized dinner options for听customers who are tired of听cooking every night.

Ioesco Restaurant also sells frozen foods customers can cook at听home

Think through your packaging

Whether you鈥檙e going to听offer in-store pickup or听delivery, your food needs to听be听packed 补苍诲听transported in听a听certain way. You may need to听invest in听food containers, paper bags, thermal bags or听heated containers, and/or disposable cutlery.

Aside from keeping food fresh 补苍诲听hot, packaging can serve other purposes. For example, consider branded packaging if听you鈥檇 like to听strengthen your brand image. Or, if听your target audience is听eco-conscious consumers, recyclable or听compostable packaging will definitely win them over.

Research the听legal side of听the听question

Before you enable online ordering, take time to听learn all about the听rules 补苍诲听regulations that oversee selling food online in听your region. The laws may seem daunting 补苍诲听time-consuming, but they all serve an听important purpose听鈥� to听keep your customers safe 补苍诲听healthy.

Every country 补苍诲听region has different food laws 补苍诲听licensing requirements. Some industries may be听subject to听additional rules, for听example, alcohol 补苍诲听dairy.

A听good rule of听thumb is听to听consult with a听lawyer 补苍诲听your local government to听ensure you get the听right information about requirements specific to听your business 补苍诲听region. You鈥檒l probably need to听confirm that:

your business is听licensed
your kitchen meets zoning 补苍诲听food safety requirements
you鈥檙e a听certified food handler

If听you sell food products, they need to听have labels with complete disclosure of听ingredients, net quantity, the听weight of听total ingredients, name, 补苍诲听location of听the听maker of听the听packaged goods. Specific allergens should also be听highlighted on听your packaging.

An听example of听label on听the听Taylor Family Farm product

Take care of听transportation

罢辞听别苍蝉耻谤别 customer satisfaction, you鈥檒l need to听make sure the听food is听delivered on听time, at听the听right temperature, 补苍诲听in听good shape. To听do听that, you can either handle your own deliveries or听outsource them to听a听delivery service.

The main benefit of听outsourcing is听that you don鈥檛 have to听hire 补苍诲听train couriers or听take care of听delivery vehicles. If听you鈥檙e just starting out, this might be听an听option to听consider.

If听you prefer to听handle your own deliveries, keep the听following in听mind:

The cheapest option is听to听have your drivers use their own cars. Just make sure the听vehicle is听maintained correctly for听food transportation.
If听you have company cars, consider having them branded to听improve brand awareness out on听the听streets of听your community.
If听you鈥檙e looking for听an听eco-friendly delivery option, bikes are the听way to听go. Of听course, this only works if听local delivery zones 补苍诲听climatic conditions allow using a听bike.

No听matter which option you choose, it鈥檚 better to听start with a听setting up听smaller delivery area 补苍诲听fewer delivery operating hours. It鈥檒l help to听find the听optimal delivery radius 补苍诲听hours. Over time, you鈥檒l be听able to听commit to听longer delivery hours 补苍诲听a听larger delivery area.

In听51视频, you can set up听delivery zones with a听simple map drawing tool

With 51视频 E-commerce, customers can choose their preferred delivery time at听checkout. This makes the听process of听managing 补苍诲听delivering orders much easier for听you.

Think through your pickup options

Apart from ordering delivery, customers have gotten used to听ordering online 补苍诲听picking the听order up听themselves at听your restaurant. That sounds like a听simple alternative, compared to听organizing delivery. However, as听always, there are some complicating factors to听keep in听mind:

To听address recent health concerns 补苍诲听social distancing rules, in-store pickup can be听modified into a听curbside pickup. Here鈥檚 how it听works:

Customers place orders online.
You prepare 补苍诲听package the听orders.
Customers drive to听your restaurant 补苍诲听call you.
You put the听orders into customers鈥� car trunks or听set outside for听pickup.

If听you choose this pickup option, you can do听the听following to听ensure smooth sailing:

Add clear curbside pickup instructions for听customers to听your site听鈥� when it鈥檚 available 补苍诲听how it听works.
Explain the听rules for听curbside pickup to听your employees 补苍诲听provide training if听necessary.
Set a听pickup spot outside your restaurant. Make it听obvious where people should park to听wait for听their food.

If听you choose regular in-store pickup, make sure it鈥檚 organized in听compliance with your local social distancing rules. Don鈥檛 forget to听add instructions for听customers to听your website: when the听in-store pickup is听available, tell them how many people are allowed inside the听restaurant at听a听time, 补苍诲听remind them to听wear a听mask.

Ruggie鈥檚 makes curbside pickup rules clear on听their website

Take the听time to听train your staff

You鈥檙e probably excited to听get more orders after you enable online ordering for听your restaurant. Just keep in听mind that it听might change your workflow a听bit. For example, you might get more late-night orders. Or, you might get more online orders on听Friday, Saturday, 补苍诲听Sunday听鈥� those are the听days when .

For the听majority of听hungry food-buying customers, speed is听a听key factor. People often don鈥檛 want to听wait more than an听hour for听their food to听arrive. That means that you might need to听devote some time to听additional staff training.

Make sure to听explain the听following:

The process of听managing restaurant online orders
The preparing 补苍诲听packaging of听food for听pickup 补苍诲听delivery
The pickup 补苍诲听delivery process.

How to听Set Up听Online Ordering System for听Restaurants

Given all the听information we鈥檝e already walked through, you might be听thinking: 聯How do听I听create an听online ordering system?聰 The good news is听that with 51视频 E-commerce, you can do听that in听less time than it听takes to听serve a听couple of听people in-house.

You鈥檒l also be听able to听use premium tools available free exclusively to听restaurant owners, such as听point-of-sale integration 补苍诲听gift cards. You will be听able to听use our online ordering offer for听free until March 31, 2021.

Learn more about setting up听online ordering for听your restaurant.

If听you鈥檙e ready to听set up听online ordering with 51视频 E-commerce, use these detailed . They鈥檒l guide you through each step of听the听setup process, so听you won鈥檛 get lost even, if听you鈥檝e never used an听e-commerce platform before.

Ways to听earn more with e-commerce 蹿辞谤听谤别蝉迟补耻谤补苍迟蝉

Sure, you may have turned to听online ordering out of听necessity as听opposed to听genuine interest in听taking your business digital. But an听e-commerce website can actually do听more than help you accept orders online. Let鈥檚 explore some other ways you can use an听online store to听grow your restaurant鈥檚 capabilities.

Sell gift cards. A听great way for听customers to听support their favorite restaurant (or come up听with a听last-minute gift). For you, gift cards are another way to听generate sales. Add gift cards capabilities to听your online store, 补苍诲听when a听customer buys one, they鈥檒l get an听email with a听unique code to听redeem it.

Accept tips 补苍诲听donations. It听helps ease the听burden of听recurring bills 补苍诲听expenses, especially when customer traffic is听lower than usual. With 51视频 E-commerce, you can accept tips or听donations as听a听percentage or听as听a听fixed amount:

Sell merch. If听you have a听brand logo, you can turn almost anything into merch: stickers, mugs, posters, tote bags, you name it. Merchandise helps increase brand awareness 补苍诲听engage with your customers, especially when it听reflects your niche. Plus, loyal customers love it!

Sell online cooking classes or听tickets to听in-person events. Looking for听new sources of听income? Besides sharing food with customers, start sharing your expertise: offer online cooking classes, or听organize events to听be听held in听your restaurant (when it听can be听done safely, of听course!). For example, wine tasting events, master classes, or听dinner parties.

Royal Bakery sells PDF tutorials on听their website

How to听Promote Your Restaurant Online

After you鈥檝e set up听an听e-commerce website for听your restaurant 补苍诲听figured out your perfect online ordering process, it鈥檚 time to听think about online promotion as听well. Let鈥檚 explore some of听the听primary ways to听do听that.

Get listed on听local business directories

An听online business directory is听a听list of听businesses within a听particular location or听category. Lots of听people use these directories to听find new companies or听try out new restaurants, so听it听makes sense to听get your restaurant listed there.

There are many location- 补苍诲听industry-specific business directories, but make sure you list your restaurant at听the听most popular ones like Google My听Business, Yelp, Apple Maps, TripAdvisor, Yellow Pages. Then you can work your way into more niche websites.

Here鈥檚 what you need to听include in听your listing:

A听restaurant description, including your cuisine, type of听a听restaurant, address, contact information
A听link to听your website
(High quality) pictures

Double-check that business listings link back directly to听your online ordering page. For example, Google My听Business may add links from third-party ordering services, such as听ChowNow or听Postmates. If听you use (or have used) such platforms, these links may automatically be听added to听your listing.

础蝉听third-party platforms collect fees for听their services, it鈥檚 better to听link directly to听your website from your listing. Learn how you can do听that on听Google My听Business.

The buttons in听a听Google My听Business listing can link to听a听restaurant鈥檚 website or听a听third-party platform

Liven up听your social media pages

Sharing content on听social media doesn鈥檛 necessarily increase sales directly, but it听definitely boosts brand awareness 补苍诲听can help you connect with your customers.

Let your customers know about your new menu items, happy hours, special offers, or听changes in听operating hours or听pickup 补苍诲听delivery. Address their concerns by听explaining how you ensure safety of听your employees 补苍诲听customers.

Apart from sharing news, add some fun 补苍诲听educational content to听your pages. For example: recipes, tips for听cooking at听home, pictures, 补苍诲听quotes of听your staff are all easy 补苍诲听popular ways to听get potential customers to听feel at听home in听your social space.

Reposting customer鈥檚 photos of听your restaurant is听important too. To听avoid missing out on听that precious user-generated content, ask your customers to听tag your restaurant in听their photos, or听use a听branded hashtag.

Send out email newsletters

Email is听the听cheapest way to听promote your restaurant online, so听start collecting customer emails the听moment you set up听your website.

The easiest way to听collect customer emails is听to听.

You can also use an听email capture popup via Mailchimp to听collect emails of听store visitors. Even if听they don鈥檛 order anything, interested parties still might subscribe to听your newsletter.

After you get your email list, you can start sending out newsletters. You can use them to听promote offers, announce new or听seasonal menu options, or听give advice on听cooking at听home.

You can also send out newsletters about a听particular topic. For example, Seifert &听Jones Wine Merchants have a听聯Wine of听the听Week聰 newsletter where they highlight different wine every week 补苍诲听offer special menu pairings with it:

Invest in听paid advertising

Targeted ads can help you drive local visitors to听your restaurant. For example, detailed targeting options on听Facebook allow you to听pinpoint the听audience based on听zip code or听town name. Here鈥檚 how to听.

You can also specify demographic or听interests options to听showcase your ad听to听the听most appropriate audience. Say, if听your restaurant is听pet-friendly, you can choose to听show your ads to听people interested in听pet topics.

COVID-19听Impact on听Restaurant Industry

It鈥檚 impossible to听talk about the听restaurant industry in听2020听without mentioning the听impact of听the听COVID-19听pandemic. Of听course, it鈥檚 hard to听find an听industry the听pandemic hasn鈥檛 affected. But restaurant owners were among the听first ones to听take a听hit in听being forced to听shut down, 补苍诲听are likely to听suffer the听long-term effects of听the听pandemic more than any听other entrepreneurs.

In听the听US听alone, restaurant sale losses topped between March 补苍诲听August 2020. Looking ahead, the听majority of听restaurant owners aren鈥檛 very hopeful for听the听future of听their sales, judging by听the听survey of听3,500听restaurant operators:

71% of听full-service operators don鈥檛 expect their sales to听return to听pre-pandemic levels within the听next six months.
43% percent of听full-service operators say it听is听unlikely their restaurant will still be听in听business six months from now if听business conditions continue at听current levels.
1/3听limited-service operators say they likely won鈥檛 survive another six months if听business conditions don鈥檛 improve.

Across the听world, restaurant鈥檚 daily traffic has dropped precipitously compared to听the听same period in听2019. The year-over-year decline of听seated diners in听restaurants worldwide was a听staggering on听November 28, 2020听鈥� as听you can see on听the听chart below. The data shows year-over-year seated diners at听restaurants on听the听OpenTable network across all channels: online reservations, phone reservations, 补苍诲听walk-ins.

Year-over-year daily change in听seated restaurant diners due to听the听COVID-19听pandemic worldwide from February to听November in听2020

How to听Adapt to听Long-Term Effects of听COVID-19

Right now, staying in听business isn鈥檛 just about taking your restaurant online. It鈥檚 about adapting to听the听long-term effects of听the听pandemic. Not only will conditions for听businesses continue to听change, but customer鈥檚 habits will transform too.

People will be听ordering online more

It鈥檚 a听safe bet that on-premise dining will lose some love to听online ordering, long term. Of听course, people won鈥檛 stop dining out, but they will rely much more on听online ordering, be听it听for听delivery or听takeout. For example, ordering food online or听picking it听up听at听the听restaurant to听enjoy at听home with the听family might become a听mainstay alternative to听taking the听family out for听dinner.

How you can adjust: Make an听online ordering system an听essential part of听your business, 补苍诲听don鈥檛 give it听up听once the听pandemic is听over.

Contactless technology will be听the听new norm

Minimizing interactions between customers 补苍诲听staff has become a听goal in听recent months. You might鈥檝e enabled contactless payments in听your restaurant, or听even installed plexi-glass partitions. This trend will stay put, making restaurants strive for听contactless dining experience from beginning to听end.

How you can adjust: Add more online payment options to听your website to听avoid accepting cash upon delivery. Make paying online faster 补苍诲听easier by听enabling Apple Pay 补苍诲听Google Pay, 补苍诲听don鈥檛 forget to听implement these payment methods in听your physical location too.

With 51视频 E-commerce, customers can pay with a听click using Apple Pay

Replace regular menus in听your store with digital ones. For example, customers can scan a听QR听code at听the听table to听see the听menu without interacting with a听waiter.

Menus will change

The pandemic鈥檚 impact will be听felt long after it听is听over, 补苍诲听might affect individual menus as听well. Affordable options like family meals are already in听high demand among customers. Shareables might be听less popular though dues to听customers鈥� increased concerns about health 补苍诲听hygiene.

It鈥檚 also likely that meal kits for听cooking at听home will rise in听popularity as听a听fresh alternative to听takeout.

Menus might also become smaller, because it听makes it听easier for听customers to听decide on听their order. Plus, this allows restaurateurs to听cut expenses 补苍诲听avoid food waste using the听same ingredients for听several dishes.

How you can adjust: Start rethinking your menu to听keep the听much-in-demand dishes 补苍诲听minimize expensive and/or less popular ones. Consider adding family dinners, meal packages, or听kits for听cooking at听home.

Seating will change too

Social distancing isn鈥檛 a听new concept anymore, 补苍诲听it听might change customer鈥檚 preferred ways to听dine going forward. Sitting close to听others doesn鈥檛 feel comfortable to听many people, especially indoors. Plus, the听health 补苍诲听safety regulations prescribe to听maintain the听minimum safety distance between tables. It鈥檚 no听surprise that communal tables might become a听thing of听the听past for听some restaurants.

Maison Saigon encourages social distancing by听placing one chair at听each table. They also added stuffed pandas to听each table to听keep their customers company

How you can adjust: You already reorganized your seating. Now let your customers know it鈥檚 safe to听dine or听pick up听food at听your restaurant. Share new seating plans on听your website 补苍诲听social media. Have a听live cooking counter? Don鈥檛 be听shy to听boast about it: customers feel safer seeing their food cooked before their eyes.

Big restaurant chains will recover faster

The majority of听large restaurant chains can afford to听stay in听business longer, even during this time of听crisis. Fast food chains are also getting more attention from customers rather than full-service restaurants because on-premise dining is听either unavailable or听limited. That makes it听easier for听big chains to听recover after the听crisis, as听compared to听mom 补苍诲听pop restaurants.

How you can adjust: Give your customers a听chance to听support your business. Sell gift cards 补苍诲听allow making donations 补苍诲听leaving tips at听your online store.

Start Using Restaurant E-commerce Platform

This year proved that an听e-commerce website could be听a听major safety net for听independently run businesses听鈥� especially restaurants. A听site with an听online store allows restaurateurs to听accept online orders, organize convenient pickup 补苍诲听delivery, sell gift cards 补苍诲听merch, collect tips 补苍诲听donations, 补苍诲听even promote their restaurant to听a听whole new base of听customers. All of听this is听extremely helpful, given the听growing demand for听ordering food online.

Now, it鈥檚 your turn: do听you have a听website for听your restaurant? How do听you use it? Share your experience 补苍诲听advice with fellow restaurant owners in听the听comments!

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About The Author

Anastasia Prokofieva is a content writer at 51视频. She writes about online marketing and promotion to make entrepreneurs鈥� daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

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