Recently, Restaurant Dive shared compelling information about mobile food deliveries:
Mobile food delivery is not a passing phase. It is a requirement for restaurants interested in offering a valuable customer experience. However, the third-party delivery realm certainly comes with its challenges. Customer behavior with mobile ordering apps can be unpredictable. Delivery orders can hurt your bottom line when you’re investing in to-go equipment, or when orders don’t arrive to the customers in the same way they left the restaurant. Heightened delivery times during peak hours can also hurt your reputation.
Because mobile food delivery is here to stay — challenges or not — we’re sharing our best tips for a delivery program that will delight your mobile orderers and turn them into repeat customers.
More than 51% of consumers say they would make more food delivery orders if the option was available. With that in mind, it’s essential to include delivery as part of your customer experience.
But, don’t stop at simply offering delivery. Delivery customers know what they want and they expect you to give it to them. 30% of delivery consumers reported they wanted to see more delivery features offered on restaurant apps. And 86% of users stopped ordering (or evening interacting) with an app after just two weeks of using it.
What does this mean? It means that with multiple delivery options available, there’s a right fit for every type of customer. Make sure you do what’s best for your business and for your customer by offering delivery orders through multiple apps and integrations.
You can do everything in your power to create the most delicious, perfect delivery orders for your customers. But there’s always a chance those orders will arrive late to your customers, ultimately leaving a bad taste in their mouths.
Make sure the delivery integrations you choose use smart technology to expedite deliveries. For example, GrubHub is now using geofencing to predict how traffic patterns throughout the day will impact delivery times.
Smart integrations combined with your built-in point of sale features (like estimated prep times for customers placing online orders) will help you set expectations for positive customer experiences.
Use custom menus to make sure customer orders show up as pristine as possible. Do you offer soups or frozen desserts that don’t travel well? Make them in-store exclusives, and remove them from your delivery options. Custom menus allow you to limit items to those that create the best customer experience.
Add to-go items, like plastic ware and disposable containers, to an item’s recipe. This will help you with inventory tracking, budget forecasting, and overall production cost. You’ll be able to stay stocked on all the necessary to-go equipement, and if you like, you can even include the cost of these to-go items in the overall delivery price.
This sounds obvious, but it’s important to offer delivery through major players in the industry—UberEats, GrubHub, Postmates, and DoorDash. These providers have wide recognition, service track records, and may even introduce your brand to new diners. Combine tried-and-true options with best-in-class reputations in addition to integrations that may be more niche.