The rise of delivery platforms is both a boon for restaurateurs and a difficult challenge to meet, as commissions and related fees can quickly represent a significant portion of the transaction. To avoid becoming dependent on marketplaces (Deliveroo, Uber Eats, Glovo in some countries...), it is therefore necessary to respond to these needs while reinforcing its independence... and with it its financial gains.Innovation is the key to achieving this.
Here are 5 approaches to maintaining independence and opening new revenue channels.
1- Offer Click and Collect, for the connected and hurried customers
Optimizing the limited time of the lunch break is a real challenge. Many people opt for office delivery to maximize their time and not spend their mid-day break in a line.
To prevent platforms from winning this battle, installing a Click and Collect service can really make a difference. Customers can order their meal in advance from their phone or other device, before picking it up without waiting at a time that suits them best.
On the agenda: a smooth and fast customer experience, better inventory management, optimization of kitchen preparation... and a source of additional profits!
2- Install order and payment terminals
Always with the idea of facilitating the customer journey, another digital innovation is proving itself more and more: the terminal at the order taking level.
A well-integrated kiosk is an ergonomic solution that allows you to browse through different dishes (and their visuals), make your choice, and then pay in a few minutes.
In the end, the customer only has to pick up his order and consume it on the spot, or leave with it. With this automation of a part of the point of sale, the time saved is important, and theupsell is much easier during rush hour!
3- Keep your online ordering site alive
In order to remain independent from third-party platforms and sites, having your own online ordering site is essential.
This not only adds a sales channel to the establishment's marketing arsenal, but also allows it to control its orders directly, without intermediaries.
The online ordering site can be linked to the restaurant's showcase website, as well as to a blog and promotional efforts on social networks and via a newsletter, in order to gain visibility and better referencing in the eyes of potential customers... and existing customers.
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4- Animate a loyalty program, for a relationship without intermediary(s)
The key to independence? Maintaining a direct relationship with your customers to encourage repeat purchases and referrals.
To do this, the the creation of a loyalty program for the restaurant (or the chain) makes all the difference. ( The advantages of a loyalty program are numerous, provided of course that it is well managed (and that a dematerialized version is proposed):
- Targeted promotions;
- Customized communications;
- Increase in recurring revenues;
- Reward system to increase average basket or purchase frequency;
- Recover valuable behavioral data for marketing strategy;
- Privileged channel of communication of offers, good deals, last articles, contests...
A well run loyalty program is far from being an accessory. It is as valuable for sales as it is for data-driven ROI.
5- Accepting dematerialized payments
Customers are increasingly accustomed to not pulling out their bank cards or calculating how much cash they owe when ordering lunch or dinner... and platforms have understood this, whether it's Uber Eats or one of its competitors.
So it's important toaccept dematerialized meal tickets or an innovative payment method like Apple Pay, because multiplying options helps attract a connected clientele looking for a fast and seamless experience. And this is not just for Millenials!
In conclusion, delivery platforms are an additional growth lever, but ideally should not become a source of revenue that the restaurateur is particularly dependent on. By re-emphasizing the cross-channel offering and initiatives that promote direct relationship and customer experience, it is possible to maintain independence and increase revenue from different channels and acquisition levers.
