​Align your delivery expectations

Are you and your guests in sync when it comes to what matters most about food delivery? According to Toast’s new Restaurant Success Report, guest and restaurant priorities don’t align. (And that lack of alignment is likely to keep a brand from succeeding, according to Hope Neiman, chief marketing officer at the restaurant ordering technology firm Tillster, who spoke to Restaurant Dive.) The Toast research found that among the 1,000-plus consumers surveyed, speed (77 percent) and value (74 percent) are key priorities when it comes to delivery. Those factors were less important to restaurants – 57 percent of the 1,000-plus operators surveyed prioritize speed and 49 percent prioritize value. On the other hand, restaurants value driver tracking (40 percent) and loyalty (22 percent) more than consumers do. Only 10 percent of consumers surveyed value driver tracking and 6 percent value loyalty points from delivery. Granted, offering delivery is already challenging enough for many operators to make worthwhile, but stepping into the shoes of your best delivery customers when structuring your service can at least make sure that the delivery you offer is what they hope for. When you survey customers, ask about their delivery service expectations, likes and dislikes in addition to asking about the food. You may have to take such steps as adjusting your delivery menu to make sure the items you offer are delivering the fastest preparation time for the consumer along with the most worthwhile value for you.