The food delivery landscape has changed dramatically in recent years, presenting both a massive opportunity and a new set of challenges for restaurants. According to an EcoSure report, digital ordering and delivery have been growing at a staggering rate. Outpacing dine-in traffic by 300% since 2014. This trend is projected to continue, with digital food delivery expected to become a $467 billion business by 2025. This growth is largely driven by Millennials. They account for 37% of orders, and Baby Boomers, who make up 26%. The purpose of these orders is split, with 60% replacing at-home cooking and 40% replacing on-site dining.
Despite this undeniable growth, the delivery model is not without its “roadblocks and speedbumps.”
One of the most significant challenges for restaurants is the impact on their bottom line. A third-party commission can account for 10-35% of a single order. These high fees are also cited as the most common reason consumers don’t use third-party delivery services. Beyond the financial aspect, restaurants face a number of operational hurdles. Food integrity and quality are major concerns. Nearly half of restaurants are still trying to figure out the best packaging to keep food in good condition during transit. In fact, 13% of consumers order delivery less often because of poor food quality. When a delivery is delayed, 44% of customers blame both the restaurant and the delivery service. Thus leading to reduced food quality and customer dissatisfaction.
To “cook up success” with delivery, the report emphasizes a focus on three critical areas. Food security, food quality, and food safety.
Food Security:
The integrity of the food in transit is a major concern for customers. A startling statistic reveals that approximately one in four delivery drivers admits to trying the food they are supposed to be delivering. The quickest and most effective way for restaurants to combat this issue and assure customers that their food is safe is by using tamper-evident packaging. This includes a range of solutions. Including adhesive seals on bags, plastic tabs on containers that break when opened, and tamper-evident labels.
Food Quality:
Food quality is the most important factor influencing customer satisfaction with a food delivery order. The report highlights that if there is a problem with an order, 82% of customers will blame the restaurant, not the delivery service. To maintain food quality, restaurants must consider how menu items hold up during the entire delivery process, from the time they are cooked to when they arrive at the customer’s door. This means asking critical questions like: Will hot food stay hot and cold food stay cold? Will crispy items become soggy? Will salads look wilted?.
Food Safety:
As always, food safety should be a top priority to protect both brand reputation and public health. The report highlights that improper holding is a top contributor to foodborne illness. To combat this, restaurants should stage delivery and carryout food in a dedicated clean area. Hot foods must be held using warming lamps or “hot boxes” while cold foods should be held in a designated cooler. If these temperatures cannot be maintained, food should not be out of temperature control for more than 30 minutes before pickup. Additionally, every delivery and takeout package should include simple instructions for the consumer on how to properly store and reheat the food.
In conclusion
A successful delivery strategy requires a thoughtful and comprehensive approach. By focusing on tamper-evident packaging, carefully selecting menu items that travel well, and implementing strict food safety and holding procedures, restaurants can protect their brand and capitalize on the booming food delivery market.