Consumers, operators and manufacturers have different views on the most important aspects of ordering meals from restaurants for home delivery, particularly when it involves third parties such as GrubHub. Datassential's Jack Li explained that consumers are most concerned with the ordering process and the quality of the food when it arrives, while restaurant operators want the food to be great and the customer's experience to be positive, because that reflects on the restaurant's brand.
Manufacturers say they care most about the food, but Li says they should also care about the other elements--ordering, delivery and experience--because they have a direct impact on the quality of the food. For example, food is impacted by the success of the delivery, the accuracy of the order and the customer's enjoyment of the experience.
Li noted that the importance of third-party ordering cannot be understated, because the number of third-party companies is growing, and younger consumers prefer to order food when and how they want it, for convenience. The trend will grow as new delivery systems such as aerial and even four-wheeled drones become more common.
He even noted the advent of "ghost" restaurants, eateries where there is no physical space. Butcher Block in New York City, and ASAP Poke in Chicago are examples of new restaurants that exist wholly online, and Li compared them to food trucks in terms of growth potential.
- Examine new partnership models
- Feedback and visuals are vital to the ordering process
- Position the food better
- Packaging is critically important
- Prepare for the future
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