Ordering In, Ordering Out: Why Some Restaurants Just Don't Translate Online

From the Trenches of Food Delivery:

For over two decades, I've navigated the food industry—from selling POS software to restaurants and managing a business that was the main supplier for restaurants to co-founding a major Eastern European food delivery aggregator and leading innovation at Hexact. This journey has revealed not just the highs and lows of restaurant success, but also the secret sauce to thriving in this dynamic arena. While delivery has become a goldmine for many, others struggle to translate their on-site magic into online orders. That's why I'm passionate about sharing key factors for success, along with surprising insights gleaned from real-world cases.

The Recipe for Delivery Success:

1. Quality Cuisine, Priced Right: It goes without saying that your food needs to be delicious and within the expected range for your cuisine and price point. Delicious food within your chosen cuisine and price point is a must, but remember, fast food lives and breathes by speed. While quality is never an afterthought, it needs to match what customers expect and can afford. Don't fall into the trap of aiming for gourmet experiences in a fast-food setting – it can slow things down and hurt your profits compared to competitors. Instead, focus on finding the sweet spot where good quality ingredients and preparation meet the needs and budget of your target customers. Think fresh, flavorful options that don't break the bank and can be prepared quickly. This way, you'll deliver on taste and affordability, keeping you competitive in the fast-paced market. Remember, quality is key, but it's about smart sourcing and efficient preparation to keep costs down and speed up service.

2. Finding the Sweet Spot: In today's online food world, the price tag is king, especially with the wide range of online options. To stand out, consider strategies like price anchoring, where you first show a higher price before revealing your actual, more appealing offer. This makes your final price look like a great deal! But remember, cost-plus pricing matters too. Make sure your prices cover costs and leave room for profit. It's a balancing act: attract customers with competitive pricing, but stay healthy with fair margins.

3. Ready, Set, Deliver!: Food delivery is all about speed, remember? Hungry customers don't have all day, and delays lead to bad reviews. Unlike fancy party orders, delivery success largely depends on quick preparation. Of course, it must also be delivered on time and quickly. Lunch breaks and hunger pangs call for speedy meals, so ensuring rapid delivery keeps everyone satisfied! You have limited online ordering slots available during peak times like lunch, and the on-site crowd takes priority during these busy periods, so ensure a seamless experience for all your customers.

4. Pack it Right, Deliver Delight: Don't underestimate the power of packaging. Invest in industry-standard containers that protect your food's integrity and appeal. If an item doesn't travel well, remove it from the delivery menu rather than risk negative feedback.

5. When to Open Your (Virtual) Doors: Want to capture more hungry customers? Look no further than peak delivery times in your area! Open your virtual doors when others are closed and dominate the late-night cravings. Evenings and weekends, especially during bad weather, are prime times for delivery heroes. Think beyond the usual - lunchtime-only spots can surprise customers with unexpected midday treats, boosting sales. Experiment, analyze, and become the go-to spot for any delivery desire!

While I've focused on these core principles, I haven't forgotten the crucial role that technology solutions play in boosting overall restaurant business success and delivery. I have extensive knowledge in this area, which I'll include in my next articles, sharing specific details and actionable solutions.

Beyond the Basics:

While these core principles apply to most restaurants, remember that exceptions exist:

The Charmer with No Online Buzz: Imagine a vibrant restaurant, bustling with laughter, live music, and exquisite cocktails. Despite its on-site charm, online orders remain scarce. The reason? Its magic lies not just in the food, but in the ambiance, service, and unique experiences it creates. Location, a buzzing crowd, or the city's best sunset view might be the real draw. While adapting the entire menu may seem tempting, consider a dedicated delivery menu with dishes that travel well, highlighting crowd-pleasers or lighter options. Special online promotions, leveraging loyal customers through targeted offers, can also bridge the gap. Remember, not every restaurant thrives online, and in these cases, understanding the unique appeal that goes beyond the food is key to finding alternative strategies for success.

The Lunchtime Favorite: The lunchtime rush might bring a packed house, but not always online orders. Take that favorite sunny-side-up dish - while it wins hearts in-person, its delicate nature doesn't translate well to delivery. Analyze your menu: identify dishes that travel well and cater to a wider audience. Consider heartier options, wraps, or dishes that retain their appeal after a journey. Remember, your loyal lunch crowd craves convenience too. Introducing new, delivery-friendly items can unlock their online potential, transforming your lunchtime success into thriving delivery sales.

Burger Blues: Burgers usually rule the delivery roost, but not all burgers are created equal. The local burger "king", a towering masterpiece of juicy patties and melty cheese, reigns supreme in-house. But online orders? Not so much. The culprit? Its messy magnificence doesn't translate well. Burgers arrive as soggy, cheese-laden shadows of their former glory, leaving customers disappointed. Think smaller, travel-ready versions of your stars, focusing on single-patty simplicity and secure toppings. Remember, convenience is key online. So, adapt your burgers for the journey, and watch them conquer the delivery realm just as they have your dining room!

Conclusion: A Recipe for Success, Not a One-Size-Fits-All 

Remember, while these key ingredients form a strong foundation for delivery success, each restaurant is unique. The secret sauce lies in understanding your strengths and adapting these strategies to your specific audience and offerings. Consider your cuisine, location, target demographic, and delivery limitations of certain dishes.

The food delivery landscape is dynamic, so stay adaptable and keep innovating! Embrace technology, explore new partnerships, and leverage data to refine your strategy. Remember, a successful delivery service is a dance between delicious food, efficient operations, and understanding your customers' ever-evolving needs.

Remember, delivery success is within reach! With the right approach, strategic adaptation, and a dash of innovation, you can transform your restaurant into a delivery darling in your city. Start doing your experiments, analyze your results, adjust your approach, and don't be afraid to ask for help.

Remember, along with delicious food, efficient operations, and understanding your customers, embracing technology solutions is crucial for long-term business success. Stay tuned for my upcoming articles where I'll explore this area in detail and provide practical guidance.