Aggregators can be useful to businesses looking to reach new customers but are they ruining your Customer Relationship Measure? Take our quiz now to see.
Food ordering and delivery apps are here to stay and they’re only going to get more important to restaurants as millennials and generation Z become the main purchasers of food and drink in households.
The reality of today’s hospitality industry is that many restaurant operators rely on aggregators like Deliveroo, Just Eat or Uber Eats to reach their customers through their phones or online. The market and investors believe in these companies. Recently Amazon announced that it will be leading a £475 million funding round for Deliveroo. On their end, UberEats has become the latest delivery app to offer “pick-up” services as the online food battle in London intensifies.
Aggregators can be useful platforms to help restaurants market themselves and bring in more business, but ultimately they insert themselves between operators and their customers. With their high commissions, they also take crucial chunks out of operators’ margins. To many restaurants, this doesn’t seem like a problem today, but it is. And in 5-10 years time, it will make a fundamental change to businesses.
We’ve created a quiz to help you identify if your current business practices are harming or helping your Customer Relationship Measure, a measure of how close your relationships with customers are. At the end of the quiz we’ve also got some tips on how to improve your customer relationships.
We’ve written and talked plenty of times about why restaurants should be careful about their relationship with just eat. Here are just some of the reasons.
With aggregators:
Your margins are being slashed by commissions
You can’t access and control your customer data
You can’t avoid being associated with other restaurants on the aggregator platform
It is critical that restaurants make sure that their customer relationships are solid now, before they lose them for good to aggregators. Indeed, if they do use aggregators they should have their own food ordering or food delivery app solution lined up so that they can migrate customers to it and retain those relationships. Find out your Customer Relationship Measure now.
It’s not as catchy as: ‘When is a door not a door?’ (answer, when it’s a jar) but it speaks to the idea that in-car collection, and the technologies that support it, are flexible enough to bend to the needs of a business and its guests.
Delivery can be daunting to the uninitiated, and it might be tempting to sign up with a third-party ordering aggregator that offers the service, such as UberEats, but other options could suit your business and brand better. Here we present three different ‘levels’ of delivery, starting with the most basic – and cheapest method: doing it yourself.
