Delivery has the potential to attract consumers and keep them coming back, but it can also push them away – and put your restaurant’s reputation on the line – if things go awry.
And when orders are completed through third-party networks, restaurant operators have limited control over factors like delays, traffic, and handling.
What they can control, however, is the experience inside the bag – and “personal touches,” such as extra sauce packets or coupons customers can apply to future orders, can go a long way in this regard.
According to a new secret-shopper study from Intouch Insight, only about 23% of orders analyzed during the period included a personal touch, but overall consumer satisfaction increased by four points when they did.
Strategies like sealing packaging and honoring special requests can help restaurants get ahead of other potential issues that may be beyond their control.
Jordan Johnson, director of off-premise at Firebirds Wood Fire Grill, has adopted a philosophy of “hospitality beyond the four walls” to ensure that every experience is “elevated and warm, no matter how [guests] choose to enjoy Firebirds.”
The team formalized their off-premise standards during the COVID pandemic, which included sealing to-go bags and utilizing curbside technology to reduce wait times.
“We even ensure our staff is trained on the way we package our items, separating them by temperature so those fire-grilled favorites arrive at home just as they would from the kitchen,” Johnson told FI.
Firebirds also uses personalization levers that travel well, from online-exclusive family meals to loyalty perks through its Inner Circle, as well as “surprise and delight moments” like handwritten thank-you notes or a small dessert.
Piada Italian Street Food is also refining their delivery approach.
“Our top priority is ensuring every order arrives complete, accurate, and with everything needed for a great experience,” said Stephanie Bauer, director of marketing.
To reduce common misses, Piada introduced deli kits that ensure “silverware and napkins are never forgotten.”
The restaurant is also testing packaging innovations that aim to keep food “as hot and fresh as possible,” with a special focus on its signature Sticks so they arrive “just as crispy and satisfying as they are in-restaurant.”
In addition, Piada steers guests to first-party channels by “offering free delivery on orders over $15 placed through our digital channels,” giving staff more control over the delivery journey and an open line of communication with the customer.
For independent operators, the mindset is equally deliberate.
“Someone may want a sauce or condiment or certain tea we normally don’t carry,” Southern Grounds owner-operator Nick Presti said, noting that the company is “going to get it and keep it stocked for the next visit” in response.
And catering to such preferences can be an effective way to turn a one-time order into a long-term relationship.
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