TREND ALERT: IS ORDERING-IN THE NEW EATING-OUT?
By Kyle Osher
Delivery is no longer relegated to monochrome Chinese menus on the fridge and 45 minute cold pizzas. While the nostalgia of those late-night standards will forever hold a lukewarm place in our hearts, delivery now means so, so much more. With sophisticated technology and innovative logistic systems, companies like Amazon and Uber are rapidly shaping a world where anyone can get anything at the push of the button. The future is now and we’re all buying into it.
As consumer culture increasingly values the convenience and efficiency of delivery services, The NDP Group predicts that at-home dining will continue to surpass in-house restaurant covers over the next ten years in their article, Delivery – A Growth Opportunity On the Horizon. If your business hasn’t partnered with a delivery platform yet, it may be high time to consider it. Take a look at celebrity chef David Chang’s new delivery only establishment, Ando, featured recently on Eater. To help weigh your delivery decisions, we’ve created a little list of Pros and Cons for you.
Partnering with a delivery service can:
Allow your team to focus on what they do best – providing a high quality product and experience for guests.
Expand your brand’s reach through valuable marketing partnerships.
Increase revenue during slower periods of operation or expand your operating capacity beyond your 4 walls.
Improve your image and add to your brand equity with exclusive offers.
Convert take-away guests to in-store loyalists.
Things to consider before diving in:
A lot of platforms include high percentage fees leaving you with slimmer margins. Be sure to run the numbers and view all delivery costs as part of your marketing budget — one that pays for itself.
Ensure that your menu reflects your concept and travels well. Don’t dilute your brand just to provide a turkey wrap for delivery if you concept revolves around seafood. The Melt, a San Francisco based fast casual chain, has developed an advanced catering delivery system to ensure their grilled cheeses arrive crisp, gooey and delicious. Read more about their custom packaging in the article by Nation’s Restaurant News.
Offers should be value oriented as opposed to discount-based. Guests should perceive value through access and ease not discount and speed. They should feel excited to be able order their favorite chicken-parm sandwich at the touch of a button, not a mediocre salad with 15% off.
Don’t make promises you can’t keep. Only offer what you can deliver in a timely and controlled manner.