Complicated Convenience
As the restaurant industry is rapidly evolving with the new use of third-party delivery services, there are still some hiccups. Lack of communication, process, and transparency lead to such issues, such as inaccurate orders, misunderstood/misinterpreted dishes, and late delivery times. Another large issue caused directly by third-party services is absorbent rates, sometimes taking up to 30% of sales, and withholding customer data. A few tech companies recognize these issues and create new platforms for restaurants to express their brand identity, with creative control over their image, lower costs, and sharing customer data.
Better, Faster, Stronger
According to a study done by Zion & Zion, 1,084, 24.4% of delivery services were inaccurate. Restaurants receive penalization for the third-party’s mistakes. That can drastically change the future outcome of orders, as well as blaming the restaurant. CEO of Zion & Zion, Aric Zion, says, “To fix this, delivery app companies need to provide more transparency into the process of how an order gets processed. If consumers knew which party performed each function, then they would be more likely to blame the responsible party”. Another company focused on perfecting this sort of platform and supporting restaurants since 2013 is BentoBox. Bento box incurs an affordable flat rate of .99 that either the restaurant or customer can pay. They also find strategies to drive traffic to the restaurants with their platform, using customer data, promotions, and coupons.
The Future is Online
By adopting an online presence, companies gain a lot of possibilities and a responsibility to utilize their presence. Some advantages to take are online deals and coupons, further using customer data to traffic your brand. Some of these tools might still be a bit rough around the edges. Tech companies are competitive in nature and are fighting for a more freeing and autonomous relationship with their clients.
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Eat Well,
Tony
Tony Lagana
Chef Tony is a 42-year veteran of the food industry and is often known by his peers as “The New Product Guru.” Throughout his illustrious culinary career, he’s earned several notable titles and positions including Acquisition International’s “Most Influential Product Development Expert, U.S.” in 2019.
In 1997, Tony also founded Culinary Systems Inc., a group of culinary consultants that assist with culinary training, restaurant start-ups, concept development, and more. Since then, Tony and his team have generated over two billion dollars in sales for their clients in restaurants, retail, and manufacturing.
The strategic, technical, and culinary skills of Tony and his team can be seen on the menus of national chains, in the portfolio of national food manufacturers, and on the grocery shelves of products produced by major retail companies.