Even as dine-in restrictions have begun to ease, takeout and delivery have taken hold as the new norm. This has resulted in some 40 percent of restaurant operators adding tech solutions to accommodate contactless and mobile payment, now essential for addressing concerns and preferences around dining out. A lifeline of sorts, but it is the ready availability of customer data that has helped many eateries step up their efforts to deliver an experience guests appreciate and repeat.
The new digital reality
With a newfound focus on data, digital ordering and delivery have emerged as key to survival and perhaps even lasting recovery. According to a recent report by consumer insights firm Incisiv, curbside pickup adoption has experienced a five-fold increase while home delivery adoption has more than doubled since the first quarter of 2020. Rather than relying on the costly services of third parties, restaurants today can easily use their own data technology to entice patrons, keep staff employed, and turn a healthy profit.
Analytics can illustrate how these orders are being placed and how they impact business performance. Perhaps your customers prefer pickup versus third-party dispatch. By looking at things like dayparts and days of the week, a restaurant can identify menu items that are trending and even which orders are coming in directly or via third parties like Uber Eats or Postmates. This data can be broken down further to show what percentage of orders come from third parties and how those transactions affect profits. With greater insight, restaurants can choose which third-party services to focus their resources on, which digital vendors to eliminate, and whether they should bring delivery or digital ordering in-house.