This system will allow any restaurant to focus on the standards that are most important to the brand. Goals may include: brand representation, establishing a customer base, increasing order capacity, or simply keeping existing customers, the 3 tiered delivery method will set the framework to hit every goal.
There are 3 tiers that should be adhered to in every restaurant delivery ecosystem. The way the system is used should not be modified and the use of each tier should be consistent throughout the brand. However, the brand’s choice lies within the delivery facilitators/options instead of the tiers.
3 Tiers
Primary
Used 80-100% of the time
Typically DaaS or Restaurant Employees
High trust level in the service
Great understanding of your brand and brand’s expectations
Handles VIP orders when necessary
Secondary
Used 10-20% or less
Typically Restaurant Employees or DaaS
High trust level in the service
Great understanding of your brand and brand’s expectations
Handles VIP orders when necessary
Overflow
Used when the primary and secondary delivery option cannot handle the delivery
Holiday influx, last-minute delivery requests, etc
Typically a 3pd or marketplace
Plenty of coverage - lower expectations on service principles
Solve last-second coverage issues, “I need a driver NOW”.
Will get your delivery from point A to B but may not deliver as your employees would
The delivery options can be chosen based on many factors including consistency, store coverage, price, and quality. Depending on the brand’s goals, the choices for each tier will be clear.
Delivery Options
Prescheduled - DaaS
Delivery as a Service will provide high quality and/or restaurant educated drivers to fulfill deliveries. They may not be able to handle 100% of your volume, but the volume they handle will be completed in a manner you would expect from your own employed driver. Less expensive due to their lack of reliance on technology.
Marketplace/On-Demand 3rd Party Delivery
Marketplaces source orders and have a goal to obtain as many customers as possible. They are a vital revenue channel for any restaurant brand and most offer some level of delivery as a service. This service is typically pricier than having an in-house driver and may not perform up to the restaurant’s standards.
Restaurant employees/W-2 Drivers
Expensive option to maintain unless drivers bring value elsewhere to the brand, ie: dishwashing. Best used for backup in the morning to help handle last-minute orders and to fix any issue that a delivery service may create. VIP orders can be a great way to utilize restaurant employees.
To create a winning delivery strategy, backups are important when restaurants are faced with last-minute orders or problems. The 3 Tier Delivery Strategy will provide brands the confidence necessary to execute and sell more catering.
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