How To Create a Top Customer Food Delivery Experience

A top-notch customer experience

In this day and age, it’s impossible to imagine the food & restaurant industry without delivery. Food delivered to customers is a new way to order, experience and enjoy food. Therefore, the worst thing you could do is look at delivery merely as an add-on to your existing business. Next to food quality, delivering a top-notch brand experience should be at the core of your delivery operation.

With 80% of customers confessing they’ll blame the restaurant, not the delivery provider, for a poor delivery order experience, restaurants need to make sure they have a solid strategy for delivering food and a memorable experience to the customer.

It all begins with the (right) menu.

Don’t be afraid to optimize your menu for delivery. A common mistake made by delivery start-ups is not adapting their take-out menu. That often means not offering certain dishes or items that you serve on-site. When drafting your delivery menu, consider the following:

• Does the food travel well?

• At what point does the food get cold or soggy, a drink watered down,…?

• Does a food item require packaging needs you can (or cannot) address?

• How’s the margin to cover delivery commission?

Making sure you choose the best delivery menu and understand your delivery time window will ensure that customers enjoy their dining experience to the fullest.

Don’t forget to adjust your delivery menu if needed timely. When you start your delivery operation, it’s easy to overlook that you now have to manage in-house and online stock. There’s nothing worse than calling an online customer to let them know a food item or dish is no longer available because you forgot to update your delivery menu.

At Deliverect, we make it easy to manage your menu on all your delivery channels so you can avoid this potential customer experience nightmare.

Why (branded) packaging is key

It’s a given: we eat with our eyes. That’s why, although the food you serve should always be the star, packaging should never be an afterthought. Of course, the primary purpose of packaging is to protect the food and keep it fresh, warm (or cold), and appealing. But why not extend the high-quality standards you maintain for your food to your packaging?

Branded packaging for takeaway is simple and effective, as it can get people talking about your brand and product(s). How your food is packaged is the physical representation of your brand personality. How you design it, using your logo, brand colors, and witty catchphrases, presents an opportunity to create more affection for your brand. 

People like convenience, getting presents (and unwrapping them), and easy things on the eye: food delivery combines all those when done right. Don’t forget that we also live in the age of Instagram, where a unique, funny, or crafty way of delivering food can be shared and go viral at any time.

Additionally, there is a growing concern about the environment and a whole community of eco-warriors to go with it. It’s essential that your restaurant answers to the need for sustainable, high-quality food packing for delivery. And it’s yet another way to enhance the customer experience, letting your diners know you’re about much more than take-out.

Timing is a priority.

The food delivery business is all about convenience and speed. 60% of customers specifically mention the speed of delivery as their number one priority.

That’s why restaurateurs should consider working with multiple delivery partners, as this makes more drivers available for their customers. There’s nothing better than getting your meal faster than expected: speedy deliveries equal happy customers and positive reviews!

Extra perks and personalization to create brand loyalty

We mentioned before how people love getting presents. What they also love is getting discounts, vouchers, and other promotions. Think about which incentives go well with your delivery strategy:

• Vouchers and coupons for in-house dining can entice online customers to visit your physical restaurant

• Refer-a-friend discounts can help you to market your brand and spread awareness among new customers while rewarding your existing clientele.

• Complimentary delivery or “buy 1, get 1 free” promotions can improve repeat orders

• “Get 5% off if you share a picture on social media” or “Leave a review” incentives can give you a larger social media fanbase and improve your understanding of customer feedback

• Introducing new menu items exclusive to delivery orders is a great way to encourage customers to try something new. Moreover, it’s still about your brand and your product, which sometimes works better than a one-off discount that may not improve brand loyalty

Handwritten thank you notes, smileys on napkins, or cards with a call to action to share their meal or group selfies on social media: all these little extras can also help to make your delivery operation stand out and create a personal experience.

Now you can also sell your food through Facebook, WhatsApp, and Instagram with Deliverect Social Media Ordering —Learn more

As the number of restaurants offering food delivery is growing and the number of people enjoying their services, a unique, personal and positive brand experience can make the difference between you and your competitor(s).

Creating a sound delivery menu, including branded packaging and (personalized) promotions, can help deliver a top-notch service and experience to ensure your customers are in it for the long haul.