Restaurants are at fault for food delivery errors in the eyes of consumers even if restaurants have a formal agreement with third-party ordering portals and delivery services, new research claims.
A study by research firm Technomic into future foodservice delivery methods suggests that even if restaurants have third-party delivering arrangements in place, the majority of consumers (76%) hold the restaurant at least partially responsible for any errors.
“This puts operators’ brand reputation at risk each time a customer orders delivery through these services”, warned Melissa Wilson, a principal at Technomic. “Even if delivery is not a current strategic initiative, operators should educate themselves about and understand the dynamics of the third party delivery market so they can put guardrails in place to maintain quality and brand reputation.”
Technomic’s On Demand Delivery study is designed to help operators and third-party delivery services interpret the evolving dynamics within this distribution channel to strengthen their ability to create effective strategies to capitalise on this emerging trend.
The study also found that third-party services are generating additional business for casual dining restaurants and other concepts that do not offer delivery.
More than a third (34%) of third-party users reported ordering from casual dining restaurants and 14% had ordered from family style restaurants that do not offer delivery on their own.
Chain restaurants are almost twice as likely as independents to receive delivery orders: Two thirds of delivery orders either placed directly with a restaurant (69%) or via a third-party service (66%) were from a chain restaurant.
1 in 5 third-party service users ordered a burger: Although pizza still dominates the restaurant delivery space, third-party service users are taking advantage of the wider variety of options available and ordering items that restaurants have hesitated to offer for delivery themselves.