Master your own Delivery
Probably if you are reading this you are the owner of a restaurant or have a similar business that offers its products through delivery applications. And in a world increasingly oriented towards the convenience of delivery applications, many restaurants face the challenge of making the transition from persuading their customers who are already used to placing orders through these platforms to use their own sales channel. Although your restaurant may have a prominent presence in these delivery applications, building your own sales channel can provide countless benefits for both your business and your customers. In this guide, we'll explore effective strategies to convince your customers to make the transition to your direct sales platform, highlighting the benefits this can bring them in terms of quality, costs, and overall experience.
Topic 1 - Take advantage of the packaging of your products
In the changing landscape of the food industry, product packaging emerges as a valuable strategy for restaurants seeking not only to deliver delicious meals, but also to build strong relationships with their customers. By embedding QR codes on packaging, restaurants can offer exclusive discounts, coupons and promotions directly to their customers.
This approach not only adds value to the customer experience, but it also becomes a powerful tool for driving traffic to the restaurant's own sales channel. A distinctive aspect of this strategy is the ability to personalize the brand image using packaging and labels that carry QR codes. By taking advantage of these elements, restaurants can convey a sense of professionalism and exclusivity. Each delivery thus becomes a direct marketing opportunity, where the freshness of the ingredients, the speed of delivery and other aspects that differentiate the restaurant stand out. This approach not only reinforces customer loyalty, but it also increases the restaurant's visibility in the highly competitive food delivery market.
1) Brand the Delivery Bags:
Customize your delivery bags with the theme of your business. Prominently include your website address and a prominent QR that offers customers an attractive discount or access to exclusive promotions. This not only reinforces your brand, but it also channels customers directly to your delivery platform.
2) Promotions on Napkins:
Take advantage of every detail and place promotions and links to your digital menu directly on the napkins. By encouraging customers to explore beyond delivery applications, you strengthen the connection with your own sales channel and offer them exclusive incentives that they won't find elsewhere.
3) Additional Order Details:
Surprise your customers by including small gifts, such as magnets with the details of your home service or informational flyers. Not only do these details create a memorable customer experience, but they also serve as a physical reminder of the benefits of ordering directly through your business.
Topic 2 - Having a loyalty system
Implementing a loyalty system in your restaurant is a great way to encourage customers to place orders directly through your sales channel.
Here are some effective solutions:
Loyalty Points Program:
- Create a points program in which customers earn points for each order placed through your own sales channel or physically at your branch.
- It offers the option of redeeming these points for discounts or free products on future orders.
- Make sure that the points system is easy to understand and that customers can check their points balance in the app.
Exclusive Offers and Discounts:
- Provide exclusive discounts and special offers to members of your loyalty program.
- Send notifications through the app or email to inform customers about personalized promotions based on their purchase history.
Special Events and Celebrations:
- Celebrate special events or anniversaries with your most loyal customers, offering gifts, discounts and exclusive promotions.
- Encourage customer engagement by inviting them to share their experiences on social media and tag your restaurant.
Effective Communication:
- Maintain regular communication with members of the loyalty program through personalized messages and newsletters.
- Use the app to send notifications about temporary offers and relevant updates.
Referral Program:
- Give customers incentives to recommend your restaurant to friends and family.
- It rewards both the referring customer and the new customer, creating a growth effect.
By combining a loyalty program with the packaging of your products, you can motivate your customers to place direct orders through your sales channel, which will not only increase the loyalty of your customers, but will also strengthen your brand presence and generate a constant flow of orders.
If you are looking to implement a good loyalty system in your direct sales, we recommend our partner Spoonity for this. With Spoonity you can get:
Customizable Point Programs:
Design loyalty strategies adapted to your needs, establishing how points are awarded, how many are required for rewards and what type of benefits you offer to your customers.
Effortless Integration:
Spoonity integrates seamlessly with your point of sale (POS) system and product packaging, allowing customers to accumulate points and redeem rewards directly from your app.
Effective Communication:
Keep your customers informed about offers, discounts and special events through push notifications and personalized emails, improving interaction and engagement.
Valuable Data and Analysis:
Access key data to understand the behavior of your customers. Use this information to make more informed decisions and adjust your loyalty strategy.
Ease of Use:
The platform is intuitive, both for restaurant owners and customers, without requiring a complex learning curve.
Professional Technical Support:
The support team is available to help you effectively implement and manage your loyalty program, providing professional assistance when you need it.
Topic 3 - Pricing Strategy
1) Highlight Affordability on Your Direct Channel:
In the context of delivery apps, it's common for prices to increase by at least 20%. This disparity isn't always obvious to customers. By highlighting the affordability of your products on your direct home channel, you can establish a trusted connection. Use visual strategies, such as simple graphics or clear messages, to show potential savings when ordering directly. Implement campaigns that highlight these price differences, educating your customers about the economic benefits of ordering through your direct platform.
2) Exclusive Offers and Unique Combos:
Encourage your customers to use your direct channel by offering exclusive promotions and combos. Analyze sales data in delivery apps to identify the most popular combos and transform them into unique offers for your direct channel. Not only does this strategy add distinctive value for your customers, but it also creates additional motivation for them to try your direct channel. Highlight the exclusivity of these offers in your marketing and in the interface of your application or website. Also consider collaborating with local businesses to create joint offers that are not only attractive but also expand your reach in the community.
3) Loyalty Discounts and Rewards Programs:
Build customer loyalty through special discounts and rewards programs on your direct channel. It implements a point system that customers can accumulate with each order and redeem for discounts or free products. Not only does this approach encourage repeat purchases, it also provides an additional reason for your customers to choose your direct channel over delivery apps. Clearly communicate these rewards programs through your marketing channels to encourage their participation.
4) Personalized Shopping Experience:
Differentiate yourself by offering a personalized shopping experience on your direct channel. It allows customers to customize their orders, from ingredient choice to portion flexibility. Not only does this strategy add a personal touch to the shopping experience, but it also creates unique value not easily found in standard delivery apps. Ensure that your platform offers easy navigation and clear options for customizing orders, making the shopping experience pleasant and hassle-free.
Topic 4 - Focus on the cash segment and average distances
Focusing your direct channels on sales with cash and medium distances can be a smart strategy to attract users who prefer convenience but are limited by delivery applications. App customers value the ease of having everything in one place, but they often encounter restrictions on paying in cash, unless they already have a history of using the platform. In addition, deliveries over medium distances, especially over 3 km, often present logistical challenges in these applications.
Here lies a key opportunity: your first customers for the direct channel may be fans of your brand but looking for cash payment options or those who live farther away from the store. By highlighting these advantages, you can attract this customer segment that values convenience but finds restrictions in conventional delivery applications.
Topic 5 - Consider delivering to delivery apps using your own team of delivery people
In a world driven by the convenience of delivery apps, many restaurants have been caught at a crossroads: maintaining high commissions to maintain their presence on these platforms or looking for an alternative to reduce costs and increase profits.
The good news is that there is a solution that can help you reduce these commissions by up to 50%, using your own team of delivery people through delivery applications. Have you noticed this approach in other restaurants? Maybe if you ever ordered Pizza on one of these apps, you noticed that it was delivered with its own delivery. Well, it's a strategy that has proven effective for many, and you can implement it, too. The key lies in renegotiating your contract with delivery applications, including a clause that allows you to deliver using your own delivery staff. Here's why this strategy can make a difference:
Cost Reduction:
By using your own team of delivery people, you can significantly reduce the commissions you pay to delivery applications. This can translate into significant savings for your business, improving your profit margins.
Increased Coverage:
By using your own delivery team, you can define even wider coverage within delivery applications. Which is not subject to reductions if the delivery app is not covered at that time.
You're going to need help making deliveries using your own delivery team
Maintaining full control over your deliveries can be a challenge. However, independence in managing your deliveries through your own team of delivery people can make a difference in terms of efficiency and profitability. That's where Picker comes in, our platform allows you to focus on cooking, while we handle all the logistics. Are you worried about managing your own delivery team? With Picker, you can leave those worries behind and focus on what you do best: making delicious dishes. Our platform has been designed to give you unparalleled control over your deliveries while freeing you from administrative tasks.
What does Picker offer?
Orchestrator:
Our search system parallel between thousands of delivery people at the same time, it helps you find a suitable delivery person for your shipment in the first 60 seconds. Thus helping you to fulfill your promise of time to the customer.
Tracking:
Offer your end customer a traceability experience like the one you're already used to: Dealer location, contact details, order statuses, access to support and many other features.
Cash:
Offer on your channels the method of cash payment and don't worry about collecting and reconciling the money. We do that for you.
My Fleet:
It provides technology to your own delivery people and join them with other delivery fleets. Track, analyze and monitor your delivery people in your daily operation.
