The hospitality industry is no stranger to change, says Dax Dasilva CEO of Lightspeed. Restaurants and bars are taking advantage of trends such as pop ups, creative marketing opportunities, and enabling people to order food at the click of a button on a tablet.
It’s not just us at Lightspeed saying it, it’s our customers who make up the very fabric of the hospitality industry in over 101 countries all over the world.
A common theme we’ve noticed recently is the way in which consumers’ relationship with food is changing and how there is more expectation to have any food delivered on-demand. Now, more than ever, restaurants need to devise creative strategies to facilitate that relationship and retain their customer base, while also staying true to their own brand identity.
As we move away from the 9 to 5 work day, and people’s eating habits migrate increasingly towards ordering food from the comfort of their own homes, one thing is certain – last mile apps are here to stay. Our customer often point out the many advantages to using delivery services, even though they might not reflect a curated experience for a given hospitality brand. The key is to find the balance that works for you.
Aspects such as the ability to get their product in front of more people without being bound to location or time make Deliveroo and UberEATS worthwhile for independents. Christian Mouysset of Hummus Bros, explained that by using these services “you can have a high-street kitchen but sell your food almost anywhere.”
However, whilst profiting from the on-demand services delivery apps can offer, it’s important that the brand doesn’t suffer and become forgotten. For consumers, brand identity can equal anything from the quality of the food, to presentation and delivery time. In our experience, there are tips and tricks to keep hold of your brand when using third party delivery services:
- Packaging: Packaging is worth paying extra attention to as it can be a straightforward way for brands to communicate their identity to customers. Good packaging is something customers will naturally pay attention to, and it will separate your brand from the delivery company.
- Make it personal: Sending personal notes along with orders is another way for businesses to add that extra spice of personality that will keep customers coming back for more.
- Brand beyond the app: You need a strong brand, before you think about delivery apps. You don’t want to be known just through the likes of Deliveroo, as you want to build a loyal customer base.
Brand identity is also conveyed through quality of service, and our customers agree it’s key to have the right technology in place to cope with the multiple ways in which customers can experience their service.
It is clear that those who want to thrive in the fast-paced hospitality industry need to stay nimble, both in terms of managerial mentality and the systems they employ to run their business. As restaurants look to expand and grow their offerings through delivery apps, even by bringing their own products to market, it is imperative that they stay true to their brand.