The context
Following a professional reorientation and in search of new challenges, Anthony and his wife Floriane joined Ankka, Alain's franchise, 5 years ago.
With its concept of salad bar with fresh and healthy products, its interesting profitability and an affordable entry fee, they were immediately seduced.
Building on the success of their first restaurant Ankka Presqu'île, installed since 2017, they are opening Ankka Grenette in July 2022 in a magnificent listed building in the heart of Grenoble. The icing on the cake, the restaurant has a sunny terrace all day long!
That said, it's the omnichannel strategy they have implemented at Ankka Presqu'île that interests us in this article.
His challenge
Ankka Presqu'île is located in a tertiary activity zone. It therefore attracts mostly employees from the surrounding offices, whose lunch hours are quite restrictive.
"We cater to up to 200 people at lunch. So we have to make sure we serve our customers in less than eight minutes to make sure we're always on schedule."
Given this particular clientele, Anthony and Floriane have no choice but to restrict their hours from 8:30 a.m. to 3:30 p.m. and to do as much volume as possible in the allotted time to be profitable.
They have always been convinced of the importance of digital technology in the restaurant business, and so they decided to launch their own online ordering and delivery service in order to develop their business as much as possible and meet the needs of increasingly connected customers.
Here are the two reasons behind this strategic choice! 👇
Reason #1: Own delivery and distribution centers are complementary
As soon as they open their point of sale, delivery platforms such as Uber Eats and Deliveroo bring them the notoriety they need to rapidly increase their sales. With more than 5 years of experience, Ankka Presqu'île has made a name for itself in the tertiary sector where the restaurant is located and now counts HP, Crédit Agricole and Portalp among its regular customers!
Then, thanks to the implementation of Innovorder's online ordering system, they noticed that many customers got into the habit of going directly through their restaurant page to order lunch.
"Customers have caught on; they choose their time slot with a few clicks. The first orders start at 8 a.m. and finish around 11/11:30 a.m."
In fact, to ensure that all businesses around the world are delivered on time, they couple their presence on delivery platforms with live online ordering.
"The solution proposed by Innovorder is well done. It complements the platform system perfectly. Even though the platforms bring visibility and customers, we also have tremendous success with our own delivery girl."
Nevertheless, if the strength of the platforms lies in their great popularity with the French and in their phenomenal power to attract new customers, Anthony and Floriane are not 100% convinced.
Here's why! 👇
Reason #2: Own delivery pays for itself very quickly
It is important to remember that the business model of delivery platforms is based on a commission system, paid by the restaurant owners but also by the final consumers. Applied to each order, commissions eat into their margins and the return on investment is not optimal in the end.
In order to maintain an interesting quality/price ratio for their customers, Anthony and Floriane have chosen not to pass on these commissions on the menus they offer on the platforms.
The observation is therefore without appeal.
"We often make more business with our delivery person than with the platforms. Despite the cost of a delivery person to amortize (salary, gas, etc.), when you get up to a certain delivery amount, it becomes more profitable than the platforms whose commissions explode!"
Their secret? Grouping orders!
"Since it works by delivery slot, we group the orders together. That's the big advantage of the system developed by Innovorder. Our delivery person then only has to make her rounds."
By ordering directly via Ankka's online ordering system, developed by Innovorder, Ankka's customers can select the time slots that suit them. This way, they are sure to be delivered on the indicated time slot.
On her side, the delivery lady of the point of sale scrupulously follows the delivery schedule established by default by the customers.
👉 Going further: 9 reasons to do without delivery platforms
Result
With an average basket of 14€, Anthony and Floriane regularly generate daily sales of over 500€, simply with live delivery! At the end of the day, when they add the delivery via the platforms and the meals on site which represent on average 45% of the orders, they get a turnover in phase with their expectations.
By multiplying their order-taking channels and developing an organization honed to the millimeter in terms of delivery and kitchen preparation, they have ensured the deserved success of their Presqu'île outlet for the past five years!
Congratulations to both of you!
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Do you want to develop your restaurant's business? Call an Innovorder expert and find out how delivery with (or without) a platform will boost your sales!
