Could third-party food delivery be hurting your brand?


Could third-party food delivery be hurting your brand?

Could third-party food delivery be hurting your brand?

Food Delivery Industry Booming

The food delivery industry came out as one of the few 'winners' of the coronavirus outbreak, as demand exploded during lockdown. Across the online food delivery segment, revenue is up by 23% YoY and users up by 21.1% YoY, according to data from The industry is still in growth now, illustrated by Deliveroo looking to recruit 15,000 riders before the end of the year, reports The Mirror.

It's clear to see why the capacity to provide delivery is becoming an increasingly attractive prospect to food providers across the hospitality industry. As a business, the ability to adapt to changing markets is vital, especially in unprecedented times such as these. If a large percentage of customers prefer the safety of their own homes for the foreseeable future, then there's no doubt that food delivery is an excellent opportunity for pubs, restaurants and other food providers to reach consumers where they are.

Upholding Standards Beyond the Premises

Still, there are challenges to expanding a business beyond the physical premises, where operators are in full control of the guest experience provided. When working with suppliers and delivery partners, operators often lose visibility of how the brand comes across during the delivery process. There are various touchpoints along the customer journey, starting from the placement of the order to the customer tucking into the meal that can either enhance the experience, or potentially ruin it.

Consumers take notice of the little things, and based on our mystery diners delivery assessments, one of the most common things they point out is that the garnish was missing from the dish. But without the ability to do a 'check-back', how can operators know? Another issue that really rubs customers the wrong way is when their food is delayed - this is often accompanied by food getting cold on the way, which just exacerbates the problem. Our consumer research shows that 58% believe that if food arrives late, it is “the responsibility of both the delivery company and restaurant”, so there's potential for reputational damage every time there's an issue with delivery.

Tools for Success

HGEM recognised there was a gap in the market for a tool to help operators gain more visibility in the customer experience, when working with third-party delivery partners, and developed a product to help monitor the guest journey from start to finish, ensuring brand standards are met and the customers are left delighted.

With our Delivery and Collection Assessment module, brands remain in control even when the product leaves the physical premises; improving consistency, strengthening the brand-customer relationship and increasing the likelihood of repeat orders. Our clients that implemented the Delivery and Collection module have also seen an increase of up to 16% in ratings on delivery apps. Read more about the key features of the module here.

Talk to one of our friendly team about Delivery & Collection Assessments

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