Picking The Perfect Partner: What Delivery App Should My Restaurants Be On?

The allure of online delivery beckons: a potential goldmine of new customers, wider reach, and increased sales. Yet, for restaurants, this promising terrain also presents a challenge – a complex maze of platform options demanding careful navigation. The biggest question remains: which delivery platform should my restaurant partner with?

Customer Centricity is Key

It all starts with understanding your customers. Who are you trying to reach? Busy professionals seeking convenient weekday lunches? Families looking for budget-friendly weekend meals? Foodies on the hunt for unique culinary experiences? Knowing your target demographic's preferred platforms is crucial.

Different platforms have varying market strengths. Just Eat boasts wider coverage, while Deliveroo focuses on specific urban areas and premium offerings. Uber Eats integrates with convenience stores, attracting a unique customer base. Knowing your target audience's preferred platform or platforms is your north star.

The Fee Factor

Commissions are the cost of entry into the delivery app game, eating into your profit margin. Compare structures, per-order fees, and any additional charges across platforms. While the exact numbers depend on negotiations, unique brand dynamics and platform specifics, here's a general idea:

Just Eat: Commission fees typically range from 15-30%, with additional per-order charges possible.
Deliveroo: Fees can vary between 20-35%, depending on factors like order value and distance.
Uber Eats: Expect a commission fee around 30%, with the option to use their delivery network at an additional cost.

Remember, the lowest commission isn't always the best deal. Evaluate total cost per order and consider features like marketing support offered by specific platforms.

Exclusivity vs. Reach:

Exclusive partnerships offer lower commissions, but may limit your exposure. Are you comfortable putting all your eggs in one basket? Weigh the cost savings against the potential reach offered by multiple platforms. Consider your growth objectives and risk tolerance before making a decision. Again, both strategies can work – Atis, a health bowl and salad brand trades exclusively on Deliveroo. It’s also been able to leverage Deliveroo’s annual “Best Restaurants List”, making it to number 8! Chipotle on the other hand is listed on all three major UK platforms.

Visual Appeal: It's All in the Details

They say you only get one first impression. Well, think of your delivery packaging as that first impression. Simple touches like custom-printed paper, branded stickers, and clear labeling instantly elevate the overall customer experience. No need to spend a fortune – Even a few stickers added to your bag can show you care. Don't underestimate the importance of clear labeling either, especially for larger orders. No one enjoys playing the "what did I order?" game!

For maximum impact, consider the "unboxing" experience. Just like influencers unwrapping the latest gadgets, that moment of opening your delivery can be thrilling. Think neatly packed meals, a surprise garnish, or even a handwritten note. For inspiration, check out Jamie Oliver's Pasta Dreams packaging!

Competition Check:

Where are your rivals setting up shop online? Choosing platforms they avoid could carve out a unique niche, while joining them allows you to tap into existing demand. Analyse your competitive landscape and make strategic platform choices.

Beyond the Platforms

Remember, platforms are just tools. Your success hinges on exceptional food, superb customer service, and competitive pricing. Optimise your menus and descriptions for each platform, highlighting offerings that resonate with their user base. Encourage customer reviews and actively manage your online presence to attract more orders. You also need to invest in your own marketing channels to truly shine. Create engaging content on your social media, consider budget-friendly deals and discounts, and actively promote your delivery options. Remember, the more visible you are, the more orders you'll attract!

The Takeaway:

There's no single "right" delivery app.

Ultimately, the best platform or platforms are the one that align with your target audience, business goals, and budget. Do your research, experiment, and most importantly, keep your customers at the heart of every decision. With the right strategy, your restaurant can conquer the delivery scene, no matter the platform!

Tasty content