On the other hand, third-party servicers can provide drivers to meet real-time demands at every daypart. Because third-party delivery providers assume the responsibility—and liability—of delivering a customer’s order quickly, operators can focus on managing their staff, serving in-house guests, and cooking up a great product without compromising front or back of house efficiency.
“In order to stay competitive, restaurants need to be partnered with a on-demand food platform,” Huang says. “DoorDash, for example, has a built-in set of products to ensure the highest quality delivery, every single time, including insulated carriers to keep food at the correct temperature.”
In addition, partnering with a on-demand food platform is a great way for full-service operators to share brand messaging with a new audience. Many successful restaurants are incorporating on-demand food platform into their restaurants despite misconceptions that these programs cannibalize the customer base, according to Huang.
“On the contrary, DoorDash introduces new customers to our partners,” Huang says. “Diners who order on DoorDash are 80 to 92 percent more likely to visit a restaurant as an on-premise guest on a different occasion, and there is otherwise little overlap between the restaurant’s on-premise customers and DoorDash.”
By partnering with an on-demand food platform, operators can meet customer demands for delivery, and market to new customers who may discover a restaurant for the first time by searching for delivery options in their area.