To satisfy demand for off-premise dining, restaurant brands of all sizes have embraced delivery. But in order to effectively grow a delivery channel, you need a multipronged approach centered around optimization, education, and promotion that will appeal to existing and potential guests, as well as encourage repeat orders.
Here are eight ways to increase restaurant delivery sales through your brand website and app, as well as marketplaces and listings:
1. Website and App Optimization
The first step to increasing delivery sales is to optimize your restaurant website and mobile app for conversion. In addition to being mobile-friendly, and quick to load, there should be a prominent “Order Delivery” button that’s easy for guests to find.
The fewer hoops guests have to jump through, the more likely they are to place a delivery order. So, be mindful of potential barriers to conversion, such as lengthy forms, limited payment options, account creation prompts, fees added at checkout, etc.
2. Leverage Delivery Service Providers and Marketplaces
Brands can bypass the complications of managing drivers or contracts with multiple delivery service providers (DSPs) by leveraging an integrated delivery network. Using third-party delivery couriers to fulfill native orders from your website or app can increase guest loyalty while offering a direct digital experience wherein you own the data.
Additionally, through a single integration to multiple third-party marketplaces, brands can consolidate all online orders into one location (e.g. POS system, tablet, etc.), regardless of where they originated. This benefits everyone involved in the delivery process: guests receive accurate information, delivery couriers can execute more deliveries per hour, and restaurants stay in control.
3. Order With Google
Brands can turn Google Search and Google Maps inquiries into delivery orders with Order With Google. By accepting delivery orders directly through Google, restaurants can boost their ranking in search results, stand out from the competition, and reduce the number of steps to conversion.
Since new and existing guests likely already use Google every day, restaurant brands can (and should) meet guests where they are and drive delivery orders at the same time.
4. Menu Engineering
Restaurant brands should use menu item profitability, popularity, and lifetime value (LTV) data when designing their delivery menu. Through strategic placement of menu items and upselling, brands can positively influence guest behavior and, ultimately, increase sales.
A restaurant CDP is key to effective menu engineering because it enables brands to connect guest data from their POS, payment processor, online ordering platform, loyalty program, and more to a menu engineering tool. And, by unlocking LTV, brands can quantify the results of menu optimization.
Keep in mind that menu engineering is an iterative process. Regular testing and analyzing trends are key to continuously driving results.
According to Google Trends data from the last five years, the search term “restaurants near me” reached peak popularity in July 2021. To ensure that your brand ranks high in search results when people are looking for food nearby, prioritize SEO across all platforms.
For example, a Mexican restaurant brand that wants to increase delivery awareness and sales should incorporate relevant keywords such as “Mexican food delivery [name of city]” and “Mexican restaurant delivery near me” into its website, social media pages, digital ads, and third-party listings.
6. Omnichannel Marketing
In-store and online restaurant marketing is critical for educating guests about delivery options and encouraging adoption. Each location should display prominent signage and a clearly marked pickup area for delivery couriers. Additionally, staff T-shirts, door decals, receipts (“Next time, order delivery at [URL]!”), bag stuffers and stickers can help spread the word.
With countless meal decisions being made online every second, restaurant brands should leverage email, SMS, social media, and geo-targeted digital advertising to reach a wider audience and boost delivery sales. Focus on the benefits of delivery (convenience, speed, ease of ordering, etc.), enable anyone to start an order with one click, and consider incentivizing guests with an introductory offer, such as free delivery or $5 off $20 on their first order.
7. Solicit and Engage with Feedback
In order to scale delivery, brands have to know what’s working and what isn’t. The best way to find out is to solicit guest feedback about the delivery experience proactively.
With automated surveys, brands are able to show guests that their opinion matters, quickly address issues, spot trends that could impact future sales, and optimize the experience for both first-time delivery orderers and repeat guests.
Monitoring and engaging with restaurant reviews is also important. If guests are complaining about the delivery experience on Google and the brand has not responded in a timely and professional manner, those reviews will negatively affect the brand’s reputation and likely dissuade first-time guests from placing an order.
8. Retention Campaigns
After a guest has ordered delivery once, it’s up to the brand to convince them to do it again. And considering that traditionally, the cost of acquiring a new guest is 5 to 25 times more expensive than retaining an existing one, retention campaigns should play a big role in any delivery growth strategy.
Restaurant brands can motivate guests to order delivery again with personalized offers based on their order history, by promoting new menu items that complement their favorites, or by letting them know about the latest specials just before they make plans to eat. For more inspiration, check out these restaurant retention strategies.
It’s All About the Guest Experience
The most profitable restaurant delivery programs meet guests where they are and offer a frictionless, personalized experience—while also seamlessly integrating with the brand’s existing tech stack.
Omnichannel marketing that educates guests about the benefits of delivery is essential for a successful launch, but the work doesn’t end there. To successfully scale delivery, brands need to continuously market the program to new and existing guests, analyze data, gather feedback, optimize, and test.
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