The options to enjoy our much loved restaurants chain are evolving and we have more opportunities than ever to indulge in our favourite eats. With Deliveroo, Just Eat and Uber Eats all making substantial changes to the way we consume food to go, should more restaurants be joining the revolution?
For the cash rich, time poor consumer, hot and ready to eat food from well-known restaurant chains provides a step-up from the traditional dine-in experience. For food operators wanting to join the party, there is a premium to pay for getting your brand out to the masses via the latest online food-delivery platforms. Even though the sector and methods of distribution are still in their infancy, many restaurants are starting to successfully target this huge area of growth, and consumers are happy to pay when the product and service is right.
Consumer willingness to try new cuisine also means that the traditional Friday night take-out is no longer confined to an Indian Curry or Chinese dish. High quality European, Lebanese, Japanese and middle eastern dishes are all options opening up in this new sector of the market.
A note of caution for restaurants and the dining sector
For restaurant and food operators that are thinking of dipping their toes in the water, it’s worth conducting due diligence on the benefits that online food delivery can bring to the business and also consider the risks. A loyal customer who makes regular visits to your restaurant may be put off your brand by one bad home delivery experience.
For brands deciding to use a third party bridge from the restaurant to the customer, there are some important factors for consideration.
5 things to consider when joining the online food delivery revolution
- Can we maintain food quality considering the extra demand placed on our kitchen?
- Will it arrive on time and will it be hot?
- Are we comfortable with how the delivery person reflects on our brand?
- Does the quality and look of the packaging fully reflect our brand?
- Finally, is the customer satisfied with the service, taste and quality?
Once the carefully packaged delivery leaves the restaurant, the owner or manager will have no idea how it will look when it arrives or even if it will still be hot. Luckily for restaurants there is a robust service measure available.
Mystery diners are still able provide that extra level of factual information which can help to monitor the quality of the food and at the same time, it can also be used as a clear measure of the outsourced service provider. Doing so will help you to understand if your restaurant brand and product reputation is being maintained, allowing you to quickly remedy any issues uncovered. Don’t leave this to chance or it may well impact the success of your physical restaurants.
Tern provides regular mystery shop programmes to the hospitality industry, food to go and dining sector throughout the UK. Mystery shopping programmes enable companies and brands to have a structured insight into the food quality and performance of third party delivery companies.