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Delivery - The Next Mile

By Laura Ann Craven, Imperial Dade

The latest research estimates that 82% of meals are eaten at home, but only 31% are homemade meals.

Restaurants have an opportunity to capture a share of the plate by adjusting their business model to include a high-quality delivery program and a menu that caters to the tastes of today’s consumer.

Here are ten factors to consider as you evaluate your delivery program strategy.

  1. 60% of delivery orders are placed on weekdays versus weekends.
  2. While dinner is the leading delivery daypart, all-day breakfast, lunch, and late night snacks are gaining share with Millennials and Gen Z consumers.
  3. The average delivery check is $30. As a customer’s order frequency increases, so does the amount spent per order.
  4. Sensory expectations including appearance, temperature, and texture are critical to repeat orders.
  5. Online ordering is surpassing phone orders.
  6. Consumers have expressed a desire for more unique menu offerings and healthier options.
  7. Consumers are willing to pay more for convenience, quality, and speed.
  8. Delivery-only concepts, aka ghost restaurants, are on the rise as are delivery-only menus at traditional restaurants.
  9. Hot and cold specialty drinks offer an opportunity to increase check size and satisfy the tastes of Millennials and Gen Z consumers.
  10. Advance-ordering is emerging, especially for weekday lunch orders delivered to workplaces.

The biggest pain point for most operators is maintaining temperature and texture during transit. While industry suppliers work to bring innovative packaging solutions to the marketplace, restaurants must fine-tune their operations to ensure customers are delighted when they open their door.

 


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