Dish Up by Deliverect Spain: Technology In Delivery - Optimization, Savings And Growth
In this article, we will share the most relevant points and conclusions discussed during Deliverect's Dish Up in Spain. Find out how to make the most of technology in restaurants.
On June 26th, we had the pleasure of hosting Deliverect's Dish Up in Spain. A virtual event in which we met with leaders of the Spanish restaurant industry and technology companies to discuss how to make the most of technology in restaurants.
For this session, we had the participation of leading experts, such as Marta Vega, Cofounder and COO at Desfase; Alexandra Mateus, Delivery Manager at Goiko; Jorge Castejón, Sales Manager at Stuart Delivery; Fidel Sanchez, Enterprise Sales Account Manager at Deliverect; and Ana Isabel García, Editor-in-Chief of Restauración News, who was our moderator.
In this article, we will share the most relevant points and conclusions discussed during the panel, highlighting:
Successful experiences in the use of technology and development of own channel.
Technological tools for restaurants.
Benefits of implementing a proprietary channel.
Practical tips.
DELIVERY IN SPAIN: POST-PANDEMIC SCENARIO
Even after the pandemic, the demand for delivery services continues to increase. In Spain alone, it's estimated that 400 million orders are placed annually, an 80% rise from pre-pandemic levels.
During the pandemic and due to the health emergency, delivery service experienced high demand in the country, driving adoption and lessons for both the food service sector and changes in consumer palate and behavior.
What has changed? According to our guests, diners used to order mostly pizza or burgers as an occasional weekend treat, but now they are exploring new options and schedules. In addition, with the new telecommuting trend, many see delivery as an on-demand solution.
Although the delivery growth will not be as dizzying as in the pandemic, it will continue to increase and gain relevance for the profitability of restaurants, especially in the current scenario of challenges arising from inflation and international conflicts.
For this reason, many establishments choose to open or invest in their delivery channels, reducing dependence on aggregators and providing a more personalized experience to customers. Marta Vega, cofounder and COO of Desfase, shared that their channel represents between 20% and 25% of turnover.
During the talk, our guests and restaurant representatives shared their experiences developing and improving their delivery channels.
PROPRIETARY CHANNEL: RECIPE FOR SUCCESS
Although Desfase and Goiko work closely with aggregators for their deliveries, they have found a way to increase their profitability in their own channel. Here's a look at their track record and tactics.
The Goiko case
Goiko, a well-known restaurant chain with more than 100 locations in Spain, highlighted that thanks to technology, they have optimized their delivery operations, prioritizing speed and customer satisfaction.
"At Goiko, we are strongly committed to our own channel. We firmly believe that it is a path with a great future and there is still a lot to explore." - Alexandra Mateus, Delivery Manager at Goiko
Goiko promotes the use of its channel through various efforts, among them:
'Friend with benefits' campaign to create loyalty, where customers can earn and accumulate points called Goikons.
Control over delivery zones to adapt them according to needs, extending delivery radius.
Cashback of 5% on each order, redeemable on the next order.
Data analysis for more ad hoc campaigns and to improve service by analyzing delivery times.
The Desfase case
Desfase is an outstanding example of a company that positioned itself as a 100% delivery brand. It was born during the pandemic and has established itself in the Madrid market with six dark kitchens and a central kitchen.
Despite recognizing that the own channel implies a longer learning process, Desfase bets on this medium due to its higher profitability. Marta Vega, Cofounder & COO at Desfase, emphasizes: "We believe that our own channel is the way we should continue to bet on."
Desfase has improved its customers' experience in the proprietary channel by offering a series of benefits, such as:
Secret cards with exclusive products and promotions are not available in the aggregators.
Dots system with 5% cashback is added to the next order's balance.
Referral system that provides additional benefits for both the guest and the customer who was invited, such as a discount equivalent to 10 € on the first order for the new customer.
Newsletter and SMS to communicate directly with customers and promote exclusive products of the own channel.
System to check the order status, reducing worries and calls to the call center.
And they mention that much of the improvement in customer experience is made possible through collaboration with technology companies such as Deliverect and Stuart.
Thanks to the integration with Deliverect Dispatch... we can tell the customer hey we are looking for a delivery person, we are doing everything we can, but there is a high demand right now... In the end I can do it in my own channel and in an aggregator I can't give that visibility to the customer".
— Marta Vega, Cofounder & COO en Desfase.
HOW TECHNOLOGY IS IMPROVING THE TASTE AND PROFITABILITY OF DELIVERY
Our guests recalled how orders in restaurants were taken manually or managed through multiple tablets a few years ago, one for each aggregator they worked with. This situation was the perfect scenario for chaos, as it generated waste, errors, and a lousy customer experience.
However, technology has driven significant changes in the delivery sector, benefiting small businesses and large chains. Jorge Castejón, Sales Manager at Stuart Delivery, points out that even a churro shop can use its own delivery channels and technologies, such as Stuart, to automate processes and manage delivery efficiently.
Stuart, a leading fulfillment technology platform
Castejón emphasizes that Stuart is a company that combines technology and operations, which allows them to have excellent technological integrations, such as the one they have with Deliverect, to optimize their logistics operations and measure service metrics.
Benefits of the Stuart technology:
Access to tracking links to view orders in real-time.
Offers solutions during peak demand.
Simplified and efficient operations.
Consulting partnership with a team that helps meet business objectives and share metrics.
Restaurant chains can benefit significantly from data intelligence and customer satisfaction by incorporating it into their delivery service. Companies like Stuart offer solutions that enable rapid implementation without significant upfront investments.
To achieve successful results, it is crucial to understand and improve critical indicators and leverage proprietary channels and technology to increase operational efficiency and profitability per order, noted Jorge.
Deliverect, integrations, and an all-in-one solution
Representing Deliverect was Fidel Sanchez, Enterprise Sales Account Manager, who highlighted the company's main focus: providing seamless integration of orders from various sales channels with the business' point of sale, eliminating manual processes, and reducing operational complexity. Deliverect currently offers more than 400 different types of integrations.
"The role of integrators is really important in this context, where new channels and management technologies are constantly emerging. Integrating all this technological landscape into one easy-to-use and manage tool adds incredible value to the constantly evolving industry." -Jorge Castejón, Sales Manager at Stuart Delivery.
Several Deliverect services were also highlighted during the presentation, including Social Media Ordering and Dispatch. These solutions allow restaurants to leverage their social networks to drive sales and seamlessly integrate their systems.
"We use tools like Deliverect's Dispatch to perform a weekly order calculation, identify problems, cancellations, delays, and optimize costs."
—Marta, Cofounder & COO at Desfase.
At the session, the benefits of Deliverect were discussed, including:
Simplification and streamlining of processes.
Calculator that evaluates the impact on margins when using Deliverect's tool.
Improved margins and increased profitability of home delivery service.
Facilitating delivery by identifying the most efficient option.
Prioritization of fast deliveries, even at times of high demand.
Providing data and insights so restaurants can make decisions based on accurate information.
BENEFITS OF IMPLEMENTING A PROPRIETARY CHANNEL
One of the main advantages of having your own sales channel instead of relying only on marketplaces is the possibility of obtaining valuable customer data. This lets restaurants gather information about their preferences and provide a more satisfying experience by personalizing the offer.
"Delivery is not only a food business, but also a management and optimization business."
— Marta Vega, Cofounder & COO at Desfase.
In addition, developing a proprietary sales channel means having a loyal customer base that does not rely exclusively on promotions to place orders, which translates into a higher return on investment and profitability per order.
Alexandra highlighted that incorporating technology in the delivery service has brought with it valuable considerations and lessons learned for Goiko. Specifically, they have focused their efforts on three fundamental aspects:
Establish a solid process structure.
Increase autonomy in operations.
Provide an improved experience in order tracking and customer satisfaction.
10 PRACTICAL TIPS TO ENHANCE DELIVERY SERVICE IN RESTAURANTS
Before concluding this summary, we share 10 tips gathered during the session to spice up and improve your delivery service.
Have a clear purpose and integrate delivery as part of the overall restaurant strategy.
Develop an appropriate strategy and understand the requirements to implement it successfully.
Dedicate time and effort to delivery to ensure its success and healthy growth.
Use visualization and tracking tools to monitor delivery performance.
Offer exclusive benefits and promotions to incentivize purchases through your channel.
Establish collaborations with partners such as Stuart and Deliverect to facilitate the management and optimization of the in-house sales channel, thus enhancing the restaurant's growth and success.
Consider outsourcing marketplace orders through a logistics partner.
Recognize that delivery is a different business from the restaurant and will require specific management and an appropriate technological tool.
Invest in communication or marketing actions to encourage the use of your channel.
Promote and develop initiatives to foster customer loyalty.
In the Dish Up conversation on Technology in Delivery, leading professionals from the restaurant industry emphasized the importance of digital solutions to improve operations, customer service, and profitability. Topics such as implementing and strengthening proprietary sales channels, improving the delivery experience, the value of data analytics, and strategies for building loyalty were discussed.
We believe that through technology solutions such as Deliverect and Stuart, the food service industry can take advantage of the opportunities offered by technology and enhance its long-term growth.
We hope the insights and advice shared will be useful to restaurateurs looking to optimize their delivery service in a highly competitive and ever-changing environment.
