February 8, 2020
The delivery world is a far cry from where it used to be. Just a decade or two ago, companies were reliant on websites, there were ads in the phone book and menus slid under doors to acquire delivery customers. Today, however, the landscape is much different. From the big names, like Grubhub, to the independent all-purpose delivery players, like Instacart, there are so many ways to transfer food from your restaurant to the front doors of hungry customers.
For restaurant owners, this rapidly evolving reality of restaurant delivery can be overwhelming, particularly since every service requires its own tablet and management platform. This means that all app interfacing has to be done individually, from charging tablets to removing dishes from menus one by one. The sheer inconvenience of managing everything makes dividing attention across apps seem downright unappealing.
Choosing multiple options can seem overwhelming, but for most restaurants, this is the way to go. This is why you need to be on more than one delivery app — and how to escape the vortex of restaurant tablet hell.
Want to get eyeballs on your menu? There's no better way to do so than to expand your delivery opportunities. Not all diners like Grubhub, while plenty stay away from DoorDash. When you're on two, three, four or more apps, you're able to put your name front and center. According to Mobile Ordering Company LevelUp, "Customers who have placed an online order visit the restaurant 67% more frequently than customers who haven’t." This is an unparalleled opportunity — Google and Facebook, for example, charge for the same level of exposure — so taking advantage can make a big difference. And all of those great reviews you rack up won't hurt, either.
Customers are creatures of habit. When they find something they like, they're likely to be loyal, and that extends to restaurants, too. No one wants to eat the same thing for dinner every night forever, so there is inherent competition, but when you make yourself available to customers, they're likely to continue to order from you. And when they see your name and menu on every app out there, they're more likely to remember the great meal they had with you and click that order button
Different delivery apps reign supreme in different markets, but most people have their favorites. Even when looking at demographics, different age groups tend to use different Online Ordering apps. As such, featuring your business on different apps can increase the number of people willing to take a chance with a new dining experience.
Still not convinced? North America hosts over 10 online food delivery companies, Grubhub, the largest player, accounts for about a third of the market according to Forbes, and Uber Eats is behind with its 15 million users. There is a lot of cash left on the table if you only take a third, or less.
As a matter of fact McDondald's UK just cancelled its two years exclusivity partnership with Uber Eats so they can onboard Just Eat too. They see the trend now (they didn't in 2017) and you shouldn't wait two years either.
The cost of running a restaurant is high and margins are often tight. For this reason, many owners have trouble justifying the additional costs of delivery orders. However, the impact to the bottom line can often be more positive than negative.
Cooks receive a flat rate whether they cook one burger or sixty, and putting together takeout orders takes a fraction of the effort of waiting tables. And for those worried about the costs of delivery drivers, these services can be outsourced to the apps themselves and delivery fees are customizable. When you want to drive revenue but can't fit more tables in your restaurant, delivery is a great opportunity.
If the idea of uploading your entire menu to platform after platform gives you hives, don't! Many restaurants don't understand that online apps aren't all or nothing. It's possible to customize experiences based on preferences and best practices. For example, if some dishes are too complex or don't travel well, it's easy to exclude them. Further, it's possible to increase prices versus in-house rates on online menus to offset any incremental expenses. Bottom line? Your delivery experience can be whatever you want it to be. There's no reason to let your regular menu or prices stifle you.
No matter the advantages, the logistical hurdles that come with operating a seemingly endless stream of tablets can offset the potential benefits in the minds of restaurateurs. Until now.
Cuboh collects all delivery apps in one tablet, allowing you to use a single conduit to manage online orders. Instead of entering menu changes, missing ingredients, and wait times in every single app, you can do it once and update profiles immediately. Cuboh also manages POS integration, allowing for instant kitchen communication for a streamlined process. Reporting is easier, too, allowing you to see and compare metrics across every app with the click of a button.
Check us out to see how Cuboh can revolutionize the fractured world of online delivery.
Marketing may not come naturally to many restaurant owners and managers, but a solid grasp of the basics can be the difference between a full house and a distinct lack of customers. These five creative ways to market your restaurant online can increase your likelihood of success, positioning you to drive revenue and please customers.
Have a look at the trends, highlights and learnings of RC Show Toronto 2020.
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