7 reasons why restaurants need their own food delivery service, in addition to third party delivery:
1) Brand loyalty
What if your brand is not listed with a popular third party delivery vendor? Chances are your customer loyalty will take a hit. However, if you have your own delivery channel in place, which is strong and reliable, your loyal customers will get to stick with you.
2) Signature menu
Many times, what a brand can offer on a third party delivery channel is a limited menu. Having your own delivery platform ensures that you can provide a variety of options to your customers within your normal menu. This expands the flexibility to entice customers with new dishes and delivery specials.
3) Heavy commissions
Every food delivery orchestrated by the third party vendor comes at a cost. Reportedly, third party delivery costs almost 30% of every delivery order, which is not all cheaper as volumes scale. To really survive in the marketplace, having your own food delivery channel allows you to be in control of the pricing and cost.
4) Convenience and comfort
As a food brand, you need to make food delivery a hassle-free experience for your customers. More and more customers are switching to home deliveries than dining out. This relates the importance of having online food delivery as an option in your restaurant. So even if your third party vendor has closed for delivery, your customers still have the option to reach out to you directly and get their choice of food delivered. Integrate your platform with smart technology making it easier for your customers to place orders even from their smartphones.
Fact: Orders placed via smartphone and mobile apps will become a $38 billion industry by 2020.
5) Delivery efficiency
Accuracy of food delivery is a growing concern with third party delivery vendors. Either the food is not collected on time, either the driver is rude, or the food is not fresh, absence of multiple payment options, etc. Ensuring an accurate and safe delivery is becoming a challenge. Restaurants have a great chance to follow best practices and offer a delivery experience that is better than their third party counter-parts, who are servicing multiple customers from multiple restaurants at a given time.
6) Delivery experience
We just discussed the many challenges associated with third party delivery. This can have a big impact on your brand experience. Because even if you have packed the food well, if the delivery person has not followed the right protocol, the final delivery experience takes a big hit. Having your own delivery personnel gives you a chance to train them well and create a foolproof delivery schedule, to maximize delivery experience.
7) Seamless communication
Food delivery is a delicate space to operate in. People expect the ordered food to come in fast and fresh. But many times, the delivery agent is unable to reach on time due to various issues. This is the time when communication with the customer needs to be spot on. Many third party apps fail to provide this critical customer engagement or simply don’t train their agents well on this note. But this is an important step in the food delivery chain and restaurants must ensure their own delivery channel puts great importance on this feature. A dissatisfied customer is sure to never return resulting in loss of business.