Introduction – Food delivery
Third party food delivery services such as DoorDash, GrubHub, and UberEats are resurfacing the restaurant industry. According to research presented by Technomic, sales through third party food delivery services amounted to $5 billion for the first two quarters of 2018. Most restaurants realize that these companies are quickly becoming permanent extensions of their establishments. With this new reality comes particular challenges. While enjoying the benefits attached to increased traffic provided by delivery companies, remember to protect your interests.
The high demand for third party food delivery service is inarguable. To resist this wave is futile. However, it is critical to recognize that these companies are situated as extensions of your restaurant. Their standards and services are now associated with your restaurant, for better or worse. In times past, your food was delivered by your own people, through your own resources. This allowed for direct monitoring of guest satisfaction. That is no longer the case. The last thing you want is a poor Yelp review because a third party food delivery service mishandled your meals.
Though limited in your options, there are things you can do to ensure your guests have a positive experience with their third party delivery service. First, ensure that the pickup area for the delivery operator is clearly identifiable and inviting. Time is money for delivery drivers, so do what you can to make their time at your restaurant a positive experience. Secondly, make the driver’s comfortable. The attitude you find them in at your restaurant is what they will carry over to your remote guests. Lastly, train your staff to diligently insulate the meals which are up for delivery. You have no control over the means by which the meal reaches your guests from your restaurant. You can, however, protect the meals for the journey.
The dining experience is evolving at a break-neck speed. With each development and trend, it’s vital to think through the new parameters and ensure that your high standard of operation is maintained throughout every facet of your operation.
Challenge: While the next food delivery operator is waiting for their order, offer them a soda and ask them what would make the process run more smoothly.
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