QSR May 2022

DEPARTMENT OUTSIDE INSIGHTS

WinningtheDelivery-OnlyGame These days, restaurants need to treat off-premises guests with the same level of care and attention as those who dine inside. B Y G E O F F M A D D I N G

includes many components outside of a res taurant’s control: delivery apps and drivers, traffic, weather, and more. There are three non-negotiables any restau rateur must adhere to in order to achieve success with delivery-only menus, however, and these are the mantras we try to ensure our restaurant partners have instilled into their businesses. Be committed todelivery-only It is important restaurants have a commitment to their delivery-only menu, and it isn’t just a side business. Delivery-only differs from on premises dining in so many respects—and it takes a true commitment to do it right. First, food concepts need to be designed for the off premises space. You’ll need to optimize your brick-and-mortar menu to work as delivery only items. You also have the option to create brand-newmenu items not associated with your dining room menu. You have to work with all the third-party marketplaces/apps that all operate slightly dif ferently and have instituted specific rules around menus. DoorDash, for example, requires your online menu to have less than a 50 percent

Virtual brands took off during the pandemic. But it’s not as easy as flipping a switch.

I t’s clear to see from the mounting evidence—in the forms of research, news articles, podcasts, and personal experience—res taurant delivery-only menus are here to stay. I predict everyone in the sector is going to have an off-premises strategy, if not now, then in the next couple of years. And delivery-only isn’t limited to mom-and-pops or casual restaurants: some of the best concepts in the world are offering off-premises food for delivery, and many others are moving in that direction. That said, we’re still in “wild west” times. We have to be real about that. The delivery-only ecosystem is evolving quickly, and those in the business are still trying to figure out how to optimize brands for this space. As someone who has spent their career in the industry and who now works for Nextbite, a virtual restaurant company specializing in helping restaurants earn incremental revenue via delivery-only menus, I’ve had the opportunity to witness the trials, trends, and joys that are part of this ever-evolving business. The one thing I can say with 100 percent certainty is it’s hard to do it right. Delivery-only is a particularly tricky beast, since it

crossover with your brick-and-mortar offerings. Be intentional with your virtual menu, and think “consumer/ daypart/occasion,” meaning if you have a great dinner business, but your kitchen is idle during breakfast, consider adding a break fast menu item, such as a Huevorito, for delivery. If you’re doing well with the 35- to 45-year-old crowd, but not the 16–24 demographic, think about designing a lunch concept that appeals to a younger age group. Nextbite recommends res taurants start with two to four menu items. Sometimes, you’ll need to drop items and replace them with others. It’s not a perfect sci ence, and customers can be fickle, but as you try them out, you’ll learn which items capture a local audience looking for exactly what you’re offering. Be consistently available Being consistently available means you’re paying equal and rapt attention to your customers’ on-premises and off-premises expe riences. Your restaurant may have scores of online orders coming in via multiple devices, while at the same time CONTINUED ON PAGE 100

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MAY 2022 | QSR | www.qsrmagazine.com