Alternatives for food delivery platforms
Are there any good alternatives to food delivery platforms? Alternatives that enables a restaurant brand to still profit from the increased demand for food delivery, but without the negative side effects of the platforms?
You can start building your own, direct channels. For example at Table Duck, we build chatbots that can take delivery orders via Facebook Messenger and WhatsApp. It brings the convenience of existing messaging apps to the guest, and it brings a restaurant brand in direct control.
Building your own, direct channels also brings you lots of data about your guests so you can learn and improve your restaurant business.
Having direct channels, also brings loyalty, supported by a loyalty program. You can focus on building 1-1 relationships with your valuable guests instead of fighting for top positions with other restaurants at a food delivery platform.
How to get traffic to your direct channels? Well here you can actually use the food delivery platforms. At Table Duck we conducted research about behavior at food delivery platforms. It turns out that people often have 3-5 favorite restaurants where they like to order. They tend to order the same dishes at these restaurants. So there is a strong repeat buying behavior going on at these food delivery platforms.
You can use the food delivery platforms to get the first order in, but use your direct channels for a second and third purchase and build a 1-1 relationship with the guest.
So at the end of the day, food delivery platforms are a great opportunity to profit from the growing delivery business. However, before you jumps into it, you need to consider the risks and the disadvantages of a food delivery platform. A combination between food delivery platforms and building your own strong direct channels supported by a loyalty program seems to be the right thing to do, benefitting from both worlds.
Robbert Bregman – Co-Founder of Table Duck