Would you like to launch or improve your delivery order management system? We explain why delivery is an essential growth lever for restaurateurs, and how to develop it to improve order management and boost your takeaway sales.
Why improve your delivery service?
Home delivery and click-and-collect sales have enabled restaurants to limit the impact of the health crisis. While it could well have been just a passing phenomenon, this new sales channel is now a permanent fixture in French consumer habits.
According to La Revue Livraison by Food Service Vision, 48% of consumers had a meal delivered to them in 2022, while sales of meal delivery amounted to 7 billion euros and could reach 9.2 billion euros by 2026.
Delivery is now an established part of the French catering landscape. It offers the industry a new lever for development, both in terms of customers and commercial offers.
While the number of establishments (restaurants, fast food outlets, franchises, etc.) offering to deliver their dishes continues to grow, rising from 50,800 in 2021 to 56,300 in 2023, an increase of 10%, online platforms have concentrated around two major players that account for the bulk of the market: Uber Eats and Deliveroo.
The dominant role played by these delivery giants, who charge very high commissions, is creating tensions among foodservice operators. Today, questions are being raised about the long-term viability of this business model.
Indeed, restaurateurs have no choice but to preserve their margins. In order to offset the operating costs of delivery platforms and the rising prices of food products and raw materials, restaurateurs are often forced to sharply increase their prices. This has a direct impact on customer portfolios, with some customers forced to stop using delivery services, or at least reduce their frequency of use.
Yet it is clear that delivery will remain a key element of tomorrow's restaurant business. Faced with this dilemma, many restaurateurs are looking for new strategies that will have a positive impact on their restaurant's profitability. Innovative solutions exist to make delivery part of a sustainable business model.
How can you improve your delivery capacity?
Improving your home delivery service in the foodservice sector can help you attract more customers, increase your sales volume and stay competitive in your sector.
The challenge is both to find a sustainable business model for restaurateurs and to guarantee a satisfying experience for customers. Today, it's clear that digitalization goes hand in hand with the development of your home delivery system.
Here are the 7 key steps to improving your delivery capabilities:
1. Order automation
If your restaurant still takes orders over the phone, consider investing in an online ordering system. By allowing your customers to place their orders online, you'll save time and minimize errors.
2. Choice of platforms
How do I choose the right delivery platform? There are several platforms to choose from: Uber Eats, Deliveroo or Just Eat. You can opt for exclusivity with one of these platforms, but we advise you to be present on several platforms to reach a wider audience.
And if you're still wondering whether it's worth going through delivery platforms: the answer is yes, to gain visibility, and no, for your profitability! Ideally, you should take advantage of the platforms to make yourself known, and once you've achieved this goal, set up your own online ordering service. In fact, developing your own in-house ordering system is a much more sustainable solution for most independent restaurants and franchises.
"I make up to €500/day in deliveries, without going through the platforms." Anthony Lloret, Ankka franchisee in Grenoble
👉 We explain it all in this article: 9 reasons to do without delivery platforms
3. Delivery area
Precisely defining the delivery area is a key element in ensuring efficient coverage while maintaining reasonable delivery times. We recommend starting with a restricted area to test and adjust the process before extending coverage.
By intelligently deciding where to deliver, you ensure that customers receive their meals quickly, without it costing you too much. In this way, you define a strategic delivery zone that maximizes profitability while offering quality service to customers.
👉 To find out more: How to promote online ordering?
4. Delivery plan
Before launching the delivery service, it is imperative toestablish a soliddelivery plan and an efficient organization. This includes setting up an order management system, allocating tasks among delivery staff and defining a consistent workflow, from order taking to final delivery. In short, it's all about ensuring that everything runs smoothly, so that customers receive their meals on time!
5. Optimization of restaurant layout
How can you optimize your kitchen for efficient order flow?
1. Equip yourself with a production screen to facilitate food preparation, guaranteeing speed and precision.
2. Simplify the life of your delivery drivers with a dedicated window for picking up orders and a customer screen (ODS) providing all the necessary information: order in preparation or order ready to be picked up.
6. Resource management for delivery
The success of the delivery service depends to a large extent on the ability to manage the right number of delivery personnel for the anticipated sales volume. Thorough analysis is essential to recruit the optimum number of delivery personnel for peak hours and busy days.
What's more, it's crucial toassess your financial capacity to handle this charge, taking into account costs associated with hiring additional staff, delivery vehicles, etc. By setting appropriate and transparent delivery charges for customers, while negotiating advantageous agreements with delivery partners, you can be sure that your delivery service makes a positive contribution to its overall profitability.
Your business plan must include your sales strategy and all the resources and actions you need to quickly make your delivery service profitable.
7. Customer loyalty
Did you know? A loyal customer spends 67% more on average than a new customer! (Source: Skeat). And online booking is an excellent tool for building customer loyalty: 10% discount, one product purchased = one product offered, loyalty program...
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Innovorder is the leader in digital solutions for commercial and institutional foodservice. Our team supports restaurateurs in their digital transformation with an all-in-one solution (cash register, kiosk, online ordering, KDS).
