How to deliver food to your customers
It’s common knowledge nowadays that home delivery and Click & Collect are services that every restaurant should tap into if they want to thrive. Taking the plunge is not easy, but making your restaurant available for online ordering is an invaluable move. There are indeed lots of steps to take if you want to deliver food to your customers, but we’re here to guide you along the way.
Why launch home delivery in your restaurant?
Offering food delivery from your restaurant means you not only adapt to ever-changing customer habits, but also have the potential to reach new customer bases that you usually wouldn’t. Delivery is therefore an unmissable opportunity to generate greater profits and satisfy your existing customers while conquering new markets.
Stand out online
To take advantage of this visibility boost, there are some things to consider when reaching new customers. The average shopping basket for delivery is much higher than when a meal is eaten at your restaurant, so grabbing the attention of potential new customers is key. You can improve your chances by reworking your delivery or collection menu that you present on online ordering platforms like Uber Eats and Just Eat. Having attractive photos as well as special deals and offers can attract new customers from afar.
Tailor your menu to delivery needs
In addition to the visuals, you may need to modify the content of your menu to adapt your offer to an efficient food delivery service. Journeys can sometimes be hectic, so be wary of dishes that are difficult to transport (especially liquids) which, if they arrive in poor condition, could tarnish the reputation of your restaurant or result in refunds. Also bear in mind the quality of the packaging you use, as keeping the food hot is a huge factor in whether your customer will have a positive experience.
Keep profit in mind
Think about the profitability of your dishes, i.e. make sure that the prices on your new menu will cover the production costs, and the various fees (including commission).
Boost your online visibility
In order to get ranked high on apps like Uber Eats, you can start promoting your restaurant on channels like social media at first. Announce the launch of your food delivery service wherever you can, whether it’s on your website, on posters or even via word-of-mouth.
When it comes to delivery apps, reel customers in with great photos and special offers. You can offer your customers a discount code for their first order, as well as a referral code so they share your restaurant with friends. There are lots of special offers you can apply, such as:
Buy one get one free
£5 discount on your first order
Free dessert for orders over £20
Using offers like these can gain you new customers and give you a better ranking on delivery platforms. You can also improve your restaurant’s visibility and reputation through customer reviews. This includes, for example, the reviews that consumers post on Google following their experience at your restaurant. The overall rating of your restaurant on Google is the result of these reviews and will influence the choice of potential customers who are browsing through food delivery apps.
How to successfully start delivering food to your customers
Uber Eats, Deliveroo, Just Eat: Which platform to choose and why?
There are a variety of delivery platforms available today, so how do you choose the right one, and why be present on several? The location of your restaurant is the first thing to consider, by studying the service area of the platforms. If many delivery services are active in your area, you will want to be present on several of them to increase your reach.
Being present on several delivery platforms offers you the possibility of reaching a large customer base, but can be a source of some challenges:
Managing orders on as many screens as platforms
Updating your map separately
Trying to have an overview of different platforms
To overcome these challenges, tools such as Deliverect offer a system that allows you to manage all your delivery services in one place. This kind of tool allows you to have an overview of all of your delivery orders from various platforms in one place. It also connects to your POS system seamlessly and enables features like order, menu and stock management.
How much do delivery platforms like Uber Eats and Deliveroo cost for the restaurant owner?
The price of each delivery platform will inevitably be a determining factor in your choice. Although it always varies from one platform to another, it is always made up of these different elements:
Activation cost (paid once when the account is created)
Commission fee (proportional to the customer basket)
Service fees (paid by the user to provider)
Hidden costs (example: photo budget to boost your visibility)
To get started on UberEats, you will need to pay activation costs. These cover the material you will receive (welcome kit, tablet, ordering software) and the support of the Uber Eats teams to create your online menu and distribute it.
The commission fee is the percentage charged by the delivery platform for each order, which generally varies between 20 and 40% depending on your region/number of locations, and your contract.
As a restaurant owner, you will receive a weekly transfer to your bank account from Uber Eats, which will automatically subtract the commission fee.
Uber Eats also charges a service fee in order to cover many expenses related to the platform (support, marketing, credit card fees, etc.)
You should also contact the delivery platform beforehand to negotiate the clauses of your contract and be informed of potential hidden costs. This is also an opportunity to find out more about the organisation of the delivery service.
Prepare the space and train your teams
To cope with the boost in orders that your establishment will receive with its launch on delivery platforms, get ahead of the game by reorganising your space.
Find a balance to ensure delivery quality without affecting on-site service
Separate the on-site service from the delivery service by creating an order collection area
Your speed of delivery will be appreciated by customers
To optimise your time, we advise you to define the most efficient way of working (food preparation, order organisation etc.) and train your teams accordingly.
➡ Order tracking ➡ Delivery supervision ➡ Bag preparation ➡ Final check of the order ➡ Collection by the delivery person.
How to provide the best customer experience in food delivery
It will be difficult to replicate the unique experience of coming to your restaurant as it depends on factors such as the atmosphere, the friendliness of your waiters, and the presentation of your dishes.
Don't try to replicate what worked in the restaurant, focus instead on the quality of the delivery, your packaging, and the presentation of your dish.
Quality of delivery: Optimise your preparation time by adopting the ideal way of working and training your staff to handle this new volume of orders. The rest of the delivery process will depend on the platform you select.
Packaging: Provide good quality packaging, but above all it should be strong, thermal and waterproof. The lids must be able to withstand the hectic journey by bike or scooter. And since any opportunity to proudly display your logo is a good one, use this packaging to showcase your restaurant and your brand.
Reputation: The more your dish looks like the corresponding photo on the platform, the more satisfied the customer will be and the more likely they will share their experience, whether it be on social networks, through word of mouth, or on Google Reviews, etc.
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