How to implement my own home channel

Six Key Steps to Start Offering Delivery Service at Your Restaurant

Delivery service is a fundamental tool for positioning your business as it has become a complement to the brand experience, contributing to the acquisition of new customers and strengthening customer loyalty.

That’s why it’s important to ensure your delivery service is the best, regardless of the platform you use. A misstep in your delivery strategy could lead to a drop in sales instead of growth by failing to meet your customers’ needs and expectations.

Don’t worry—at Leal, we’re here to help you learn everything you need. Today, we bring you six basic steps to implement your own delivery channel.

‍

1. Know Your Delivery Customer

You need to identify the type of customer for your delivery service. Analyze variables such as your business’s location, the characteristics of your area, and your delivery coverage.

According to a study by La Barra magazine, there are three types of delivery customers for restaurants:

• The Corporate Customer: These are customers who don’t have time to dine out and prefer to save time by ordering delivery to the office. They are significant consumers from Monday to Friday during lunchtime, and they often prefer Italian, Asian, or gourmet food.
• The Family Customer: This is the largest segment, consisting of families who choose to order delivery instead of cooking. Their favorite items are chicken, pizza, or large combos, and they typically order on weekends between 12 PM and 3 PM.
• The Individual Customer: These are individuals who live alone or with one companion. They frequently order fast food delivery during the week, especially in the evenings, preferring to relax rather than cook.

2. Biosecurity and Packaging

Ensure compliance with all health and safety standards during food preparation, storage, transportation, and delivery. Provide your staff, including delivery personnel, with proper equipment, and invest in high-quality packaging.

One of the most critical aspects of delivery service is maintaining product quality. Packaging should have optimal sealing to ensure product hygiene and presentation, preventing spills inside bags or delivery containers.

Delivery service isn’t just about the product—make sure your packaging is safe, visually appealing, and aligned with your brand and the experience you want to deliver to your customer.

3. Request Channels

Establish and prepare to manage the channels through which your customers can place delivery orders. The more options you offer, the better.

You can allow customers to place orders via phone, text message, WhatsApp, or other messaging apps. Internet-based platforms enable better interaction with your customers by allowing the exchange of images, audio, and other files.

If you have the resources, you can also accept orders through your restaurant’s website. This option allows customers to view the menu, place an order, and pay—all on the same platform.

4. Payment Methods

Offering multiple payment options to your customers can be a decisive factor in their purchasing decisions. Include cash as well as a variety of debit and credit card options. Today, we also recommend prioritizing contactless payments by using available online services.

5. Logistics

Determine the number of delivery personnel you need based on the volume of orders and your coverage area. Create a system to organize deliveries according to the order’s origin (external platform, website, WhatsApp, phone line, etc.).

Ensure that all order information is properly recorded to handle potential issues or inquiries, such as the order’s origin, customer identification, staff who took the order, order time, delivery promise, payment method, number of packages, and associated invoice.

Train your staff to manage the delivery system effectively. Include training in customer service, communication and payment platform management, order organization, geolocation of delivery personnel, and compliance with biosecurity and mobility standards.

6. Marketing

Simply implementing your delivery channel doesn’t guarantee that your current or potential customers will use it. You need to promote this service effectively.

The food industry is highly competitive, so beyond differentiating yourself with price, quality, and experience, you must communicate what you offer.

Start with advertising at your point of sale, magnets for customers, sector guides, and participation in virtual marketplaces. These marketplaces provide your customers with more ways to find you.

Most importantly, build a robust customer database to communicate everything about your delivery service, from its launch to changes, promotions, discounts, and new products.

You can build this database using Leal, a loyalty service that encourages customers to share their information in exchange for benefits. This information is stored on a tech platform with tools to send engaging campaigns in the easiest way.

Leal also includes features for segmenting your market, gaining insights into consumer behavior, and enabling customers to evaluate their satisfaction with your service. This gives you control over the information while building positive relationships with your customers.

The Colombian market has great growth potential. Take the plunge—now is the time to start your own delivery channel