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How Restaurants Can Effectively Manage Third-Party Delivery Integration

These services offer an opportunity to increase revenue and tap into new customer segments.

There are many things to consider; it’s important to prioritize and focus on what you can control since you do not control what your third-party partner’s mobile app looks like.

  1. Brand Experience: Ensure that your restaurant appears correctly in the app with the right location, hours, menu, pricing, and order customization options.
  2. Operational Capacity: Determine if there are certain periods of time you do not offer third-party delivery because you lack the staff or kitchen capacity to support the increased orders.
  3. Order Accuracy: Be prepared to adjust your menu if you run out of a certain ingredient.
  4. Quality Control: Consider if there are certain items or customization options you do not offer because they are time intensive or may not travel well such as hot coffee or a frozen milkshake.

When the order arrives in the restaurant, you need to prioritize the order and pass it to your kitchen. Customers expect quick and timely deliveries. Ideally. The food order will be completed, bagged, and ready for the driver to take the moment the driver arrives. If the food is ready earlier, then you risk it becoming soggy or cold. If the food is not ready, then the driver may decide to cancel their pickup.

  1. Brand Experience: Quick-service restaurants that can optimize delivery times by streamlining operations, utilizing data analytics to predict peak demand, and offering real-time tracking through third-party apps can gain a competitive edge.
  2. Operational Capacity: Consider integrating third-party delivery apps with your Point of Sale (POS), eliminating the need to manually re-enter the order, reducing errors.
  3. Order Accuracy: Ensure easy pick up by including clear pick-up instructions in the app and using physical signage at the restaurant. Make sure that an order in multiple bags or with an additional item (e.g. a drink) is clear for the driver.
  4. Quality Control: Innovations in packaging, including heat-retaining containers and spill-proof solutions, have become central to ensuring customers receive their orders in the best possible condition.

Quick-service restaurants using third-party delivery services must understand the impact. The increased revenue and reach offered by these platforms cannot be ignored. However, neither can the increased complexity this sales channel introduces. The key to success lies in addressing these challenges while innovating and adapting to the changing landscape.

As the quick-service industry evolves, striking the right balance between cost-efficiency, quality, and experience will be paramount. Those who successfully navigate this transformative era will be well-positioned to thrive in the fast-paced world of quick-serve restaurants.

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