Food Service Industry Changes: Insights from Deliverect's Christian Osmundsen

TLDR – Actionable Takeaways for Food Service Operators 

The food service industry is rapidly evolving, and operators must adjust accordingly. Below are practical steps that businesses can implement to remain competitive:

1. Embrace Digital Ordering: Now is the time if you haven't integrated digital food ordering platforms yet. Consumers expect seamless, fast service, and delivery platforms are crucial to meeting those expectations.

2. Optimize Kitchen Operations: Invest in tools that help synchronize kitchen workflows with delivery platforms. Reducing errors and improving efficiency in the back end will directly impact customer satisfaction.

3. Leverage AI for Personalization: Use AI to enhance menu proposals, dynamic pricing, and customer interactions. Personalization is key to building customer loyalty in the digital age.

4. Focus on Seamless Last-Mile Delivery: Ensure your delivery operations are as efficient as possible. Tools like Dispatch by Deliverect can help optimize this critical process stage.

5. Balance Automation with Personalization: Find ways to deliver a personalized experience through automation. Customers should feel that human touch, even if AI delivers it.

Our industry constantly evolves, with digital ordering, automation, and changing customer expectations leading the way. As change occurs, new opportunities arise. To gain a fresh perspective on how technology, customer experience, and business are transforming our industry, we interviewed Christian Osmundsen, Head of Customer Experience at Deliverect. We explored the key trends and factors driving these changes. 

Osmundsen's reflections offer valuable guidance for food service operators looking to adapt and thrive in today’s world.

The Pandemic as a Pivot Point: Digital Transformation

It is no secret how transformative the pandemic was for millions of businesses worldwide. For some industries (Food and retail, particularly), it was a pivotal moment. "The whole digital food ordering industry exploded," Osmundsen stated, emphasizing how businesses of all sizes had to adapt quickly. Larger enterprises have moved further along the digital adoption curve, while many small and medium-sized businesses (SMBs) are still fully integrating digital solutions into their operations.

The key takeaway is the growing necessity for food service operators to embrace digital platforms. While some SMBs may need to be faster in their transition, the future of food service relies on efficient digital systems. The explosion in food delivery platforms like Uber Eats, DoorDash, and Deliveroo underscores this shift, with operators increasingly relying on these platforms to meet consumer demand for convenience and variety.

Enhanced Customer Expectations: The Push for Seamlessness

One of the most significant changes in recent years is the shift in customer expectations. Osmundsen noted, "We as end consumers now look for kiosks instead of counters in places like McDonald's or Burger King." This reflects a broader trend toward seamless, self-service experiences across the industry.

Customers now expect efficiency and minimal friction in their food ordering experiences. Whether it's scanning a QR code to order from the table or using digital kiosks in fast food chains, the modern consumer demands a streamlined experience that is fast, accurate, and personalized. This is a significant challenge for food service operators, who must meet these expectations while managing kitchen workflows and delivery logistics complexities.

Beyond Delivery: Kitchen Management and Last-Mile Optimization

Digital ordering isn't just about taking orders—it’s about managing every aspect of the customer experience, from the kitchen to the delivery door. Osmundsen pointed out that large-scale operators increasingly focus on last-mile delivery and optimize kitchen operations to meet demand.

Tools like Dispatch by Deliverect help food service businesses manage their own fleet or third-party couriers, ensuring that orders are ready when a courier arrives. This level of synchronization helps to minimize delivery times and ensures that the food arrives fresh and hot. Furthermore, kitchen management tools are now more integrated with delivery platforms, allowing businesses to handle everything from inventory to food prep more efficiently.

For operators, the message is clear: optimizing back-end operations is just as crucial as the customer-facing experience. With the right technology stack, businesses can reduce errors, save costs, and improve customer satisfaction.

The Role of AI in Enhancing Efficiency

Artificial intelligence (AI) is rapidly becoming a game-changer in the food service industry. Christian Osmundsen highlighted the growing role of AI in menu proposals, dynamic pricing, and kitchen automation, noting that Pulse by Deliverect is one example of how operators leverage AI to stay competitive.

By analyzing customer data and market trends, AI can suggest the most popular menu items, adjust pricing based on demand, and even predict peak order times to help manage staffing. This automation helps operators remain agile in a highly competitive environment, where customer preferences can shift quickly, and efficiency is critical.

For decision-makers, investing in AI-driven tools can streamline operations, optimize menus, and provide a more personalized customer experience while driving down operational costs.

"It’s not just about food ordering delivery... but every single part of kitchen management and the last-mile delivery focus. Tools like Dispatch by Deliverect are helping us synchronize timing, from food prep to courier arrival."

—Christian Osmundsen, Head of Customer Experience, Deliverect

Personalized Automation: Striking the Human-Digital Balance

As food service operators embrace digital transformation, one question often arises: How can businesses maintain the personal touch that defines the hospitality industry? According to Osmundsen, the key lies in "personalized automation."

While human interaction may be reduced, automation can deliver a personalized experience. For instance, tailored communications and customer support solutions powered by AI can mimic the warmth and attentiveness of human staff. This shift is fundamental as businesses scale and face increasing demand for consistent service across multiple locations.

"Although humans may not be involved in every step of the process," Osmundsen said, "personalization is still crucial." The goal is to create the illusion of human touch through clever automation, ensuring customers feel valued and understood even in digital interactions.

"If we don't have human persons at each step, it should at least feel like we have... Personalization is a big part of automation today. Humans may not necessarily be involved, but with clever automation, the process still feels personalized."

—Christian Osmundsen, Head of Customer Experience, Deliverect

Deliverect’s Role in the Food Service Revolution

Deliverect has positioned itself as a key player in driving these industry changes. Osmundsen says the company’s ambition extends beyond food ordering and delivery. Deliverect aims to support every stage of the food service journey, from kitchen and store operations to last-mile delivery.

Deliverect’s suite of products, including Deliverect Restaurants, Deliverect Retail, Dispatch by Deliverect, and Pulse, offers comprehensive solutions that help operators streamline their processes and meet growing customer demands. Deliverect empowers foodservice operators to compete in an increasingly digital marketplace by providing tools that enhance efficiency and reduce costs.

Closing Thoughts

The food service industry is profoundly transforming, driven by digital innovation and changing customer expectations. As Christian Osmundsen from Deliverect emphasized, the industry's future is embracing technology to create seamless, personalized, and efficient experiences for operators and consumers. By leveraging the right tools and strategies, food service businesses can thrive in this new era.