Webinar report: how to successfully launch takeaway and delivery services?

Where to look for new sources of revenue in the face of the difficulties encountered since mid-March? What new offers should be proposed? How do you launch takeaway and delivery services when you've never done them before? How do you ensure a quality experience for your customers? With Pascal PERRIOT - CEO of UMAMEET and France Snacking 's expert in trend decoding - we've shared our recipes for helping restaurateurs turn this crisis into an opportunity by developing new services.A big thank you to the 400 registrants, we hope you found this webinar informative. For those of you who weren't able to attend, we'd like to take a look back at the main points to remember from the webinar. Here's the webinar report: how to launch a successful takeaway and delivery service?

See the replay with slides.

1) Food facts

2) How do you adapt your offer to your operational needs?

3) How can you add value to your online services to reach your customers?

1) Food facts

• Delivery, click and collect and drive were growing at an annual rate of 20% before the COVID-19 pandemic. Their average shopping basket was €23 (including delivery).
• The most ordered products in 2019 were: 1/ Pizzas (27%), 2/ Sushis (20%), 3/ Burgers (17%), 4/ Poke bowls (+ 402%), 5/ Tacos (+ 62%).
• Millennials are adept at delivery: 62% of 18/24 year-olds and 52% of 25/34 year-olds used click and collect and delivery in 2019.
• Some restaurants generate 40% of their business on Sunday evenings and the eve of public holidays.
• 70% of our catering offer is sold in multi-course formulas, from 2 to 6 people (dish, dessert and drinks included).
• The maximum waiting time for delivery or collection is 30 minutes in urban areas and 45 minutes in the regions.
• Since the start of containment, we have seen 120% growth for drive, delivery and supermarkets, and 190% growth for click and collect, bakeries and catering.

2) How do you adapt your offer to your operational needs?

Since 2018, delivery, drive and click and collect are no longer an innovation in themselves. These services have managed to establish themselves in consumer habits and become part of French people's daily lives. This period of confinement can therefore be seen as an opportunity for those who have not yet developed these services to take the plunge. To ensure the success of your click and collect or delivery development, here are our 8 tips:

1. Insure your quantities. Go big or go home! Click and collect is a market whose profitability is based on volume, a fundamental principle often referred to as the snacking market.
2. Involve your teams right from the start of the project and set yourself ambitious goals!
3. Leverage your signature products, your operational expertise and establish formulas to guide consumers through the ordering process.
4. Analyze your local footprint, your competitors and make the difference with your catchment area.
5. Opt for a different offer at lunchtime and encourage grouped orders.
6. Integrate all payments and dematerialized luncheon vouchers.
7. Define a specific operational itinerary, or even invest in a dark kitchen or logistics hub to enhance the restaurant experience.
8. Invest in grocery and delicatessen products, then in merchandising to capitalize on the customer experience!

3) How can you add value to your online delivery services to reach your customers?

Whatever type of restaurant you run, whether it's open or closed, communicate with your customers and community about your services and offer. Every aspect of your communication and marketing strategy is essential!

• Referencing :

It's essential tobe visible on Google, wherever your customers - current or future - are. To achieve this, you need to : - Update your schedules wherever you are listed online. - Identify your relevant keywords and publish them on all platforms. - Respond to customer reviews and include your keywords. Don't hesitate to use these reviews to share your news - Take photos to inspire your customers. Rename them with your keywords to improve your online visibility!

• Delivery platforms: what criteria should be used to rank?

Competition is fierce on the various delivery platforms(UberEat, Deliveroo, Just Eat...). To stand out on the first pages and acquire new customers, we advise you to : - Be consistent with your schedules and menus- Be operational: optimum preparation time, welcoming delivery drivers, no order cancellations or errors. - Set up promotions on the various platforms where you are present, and play the special offers game!

• social media : what messages and content, at what times?

Keeping your customers informed is essential at this time of year! What services do you offer? On which platforms? You need to answer their main questions right from your profile description. And don't hesitate to include a link to your takeaway or delivery service!

- Reassure and show what you're doing to protect your teams, delivery personnel and customers. Be explicit about the implementation of your new hygiene rules and the contactless delivery process. - Plan events you don't want to miss : sports tournaments, calendar events, etc.- Entice your customers with a variety of content: recipe videos, team photos, raw products and dishes.

• Influencers: content shared by a trusted third party

Generate awareness and showcase your commitment by collaborating with influencers. To do this, we advise you to:- Identify the most relevant influencers, those who are closest to your restaurant's values. Choose your approach beforehand: one-off relays or long-term collaboration?

• Sponsorship: a significant boost

Sponsoring your posts to improve your visibility comes in handy in these confined times:- Use the right tools like Facebook Business Manager and Instagram Business.- Target your customers according to age, gender, interests and location.- Set a budget beforehand and repeat, analyzing each campaign as you go along.

• Press relations building awareness through the media

To make the best possible contact with journalists, we advise you to : - Identify the relevant media for your restaurant: guidebooks, women's magazines, daily newspapers, cultural magazines, specialized media, specific radio features, etc. - Target journalists according to their preferred topics and reconstruct their e-mail addresses - Approach journalists effectively, explaining your approach in a concise, personalized manner.

In a nutshell,

We hope we've helped you successfully launch your takeaway and delivery service. To find out more about the different stages involved in launching a successful click-and-collect and delivery service, we've put together two infographics in partnership with France Snacking! If you have any questions, you can ask us in comments on this blog, by e-mail at contact@malou.io. or by telephone on our direct line 01 70 62 93 83. Solidarity helps us to emerge stronger from these crises, so don't hesitate to ask!