The rise of third-party delivery platforms comes with the significant benefit of increased visibility for restaurants joining them. The popularity boom of these delivery apps, however, also has a drawback: as it becomes easier to offer delivery by using these third party providers, the number of competing delivery businesses is growing exponentially, as well. Standing out in this hyper-competitive industry has become more important than ever.
While most if not all of the online ordering apps have a ranking algorithm of their own, there are quite a few metrics that are commonly used to determine a restaurant’s ranking in food ordering apps.
The faster deliveries are accepted in your restaurant, the faster the kitchen will be able to prepare the order and - finally - the faster the order will get picked up and delivered to the customer. Automating the delivery process can help speed up delivery times considerably. With Deliverect’s integration, all your orders are automatically accepted and printed in the kitchen, saving time with each delivery!
Some delivery channels automatically calculate the average time it takes for your restaurant to prepare a specific type of dish, using smart data from previous orders. In this way, couriers can show up at the right time, without having to waste time waiting around until the order’s finished. Streamlining your delivery operation is therefore crucial to optimize estimated delivery times.
2. Improve user ratings
Whether they’re booking a hotel, securing a table at a restaurant or ordering a meal online, people tend to check out other customers’ reviews first. User ratings are a ranking metric in multiple delivery apps, who have a “top rated” category that is usually somewhere at the top. While there is no exact science behind reviews, in the end your best chance to improve your ratings is to give the customers what they want: good value for money, fast delivery times and a good-looking, tasty meal.
Of course, getting the customer’s order right is crucial to maintain good ratings, as well. Apart from fast delivery, order accuracy is named as one of the key elements in the online ordering process. With a POS integration, your restaurant can torpedo the risk of (human) error because online orders no longer need to be entered manually, ensuring the customer gets exactly what he orders.
But how can you convince your online customers to give you a review? Restaurant businesses often claim they feel less connected to their delivery customers as they don’t have a direct line of communication with them. With millennials being a driving force behind food delivery, social media would be one of the best ways to reach them. User-generated content is supposedly 20% more influential when it comes to making a purchase than any other data, so why not make use of that?
By including (hand-written) notes in your deliveries you could ask happy customers to leave a review or even ask them to make pictures and tag your social media channel(s). Not only will you gather relevant feedback about your products and business, you’ll enhance your digital footprint at the same time.
3. Provide special offers
Another sure-fire way to rank high on various delivery platforms is by creating special offers. Most food ordering apps have a special deals category which is usually shown as one of the first when you scroll through the app. There’s a wide range of promotions to choose from, so you can pick the one that’s most suited for your business and which is supported by the specific delivery platform:
- Buy one, get one free (often abbreviated as BOGOF) - $5 / €5 off your first order - Free delivery for orders over $25 / €25 - Free dessert with orders over $20 / €20 - …
Some online food ordering platforms also have a “featured / top picks” section, which is sometimes broken down into meal categories like breakfast, lunch and dinner. But what does it take for a restaurant to get listed? The answer, unfortunately, is “it’s classified”. What we can tell you, though, is that there are multiple factors which play a role in this automatic algorithm used to rank restaurants.
These factors include:
- Operational performance: your online rate, acceptance rate, average acceptance, prep & courier wait time, … - Conversion metrics: how many customers go on to place an order after having viewed your online shop - App rating: your restaurant’s user rating - The distance between the customer and the restaurant - Preference data from regular customers
While there’s not much you can do about the last two items on the list, you can work on optimizing your restaurant offering as well as your operational performance. Both will increase your customer base, rating, conversion rate and - ultimately - your ranking on the food delivery platform.
The following image shows one of our customers’ progress after having signed up with Deliverect. By integrating their delivery partners into their point-of-sale system, they were able to cut back their acceptance, prep and courier wait times, which altogether sped up up their total delivery time.
October 2, 2019by Karolien Odou
Content marketer at Deliverect and fulltime carnivore
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