In the time of COVID-19, marketing for restaurants is more crucial than ever. The industry already had tight margins and then things suddenly got tighter. Restaurants are now faced with difficult decisions on how to survive. Below, we will give 5 reasons restaurants should drop the delivery apps.
One of those decisions is the use of third-party delivery apps. The list of predatory tactics they practice is well documented. Currently, Florida restaurants are operating with limited capacity. But even when that restriction is lifted, how long will it take for customers to feel comfortable enough to eat at a packed establishment again?
So, in a world where it’s difficult to get guests through the doors, the temptation to add a delivery option is real. Here are five reasons why you should ditch the apps and take control of your business.
- Cost. Uber Eats and other delivery apps make it easy to start using them because there’s no monthly invoice that needs to be paid and startup costs are minimal. So why is cost No. 1? Apps are taking their money right off the top. There’s no amount of sales to let you get ahead. Uber Eats takes 30 percent of each sale. Each. Sale. That will amount to the vast majority of a restaurant’s profit, without the opportunity to get ahead. Ever.
- Information. Another reason restaurants choose to go the delivery app route is convenience. They can add online ordering without the hassle. “Order on Uber Eats!” It feels cool and modern. “Hey, look, we’re online.” By letting them handle the online ordering, you’re giving up the power of information. If you set up the service yourself, you can capture so much information from your guests, resulting in several residual sales down the road through email marketing and Facebook retargeting.
- They’re not your customers, they’re Uber Eats’ customers. Some restaurant owners look at a delivery app as marketing. “These are guests who wouldn’t have found me otherwise.” Yeah, except they’re not your customers. They’re paying the app, not you, and you’re giving away control of the transaction to someone who doesn’t even work for you or care about your business.
- Quality. How long does your product sit in a box, steaming until the delivery app’s driver picks it up? And how long until the driver makes their way to the customer? As mentioned above, you’re losing quality control. Whether the guest blames the app or your food, chances are they’re not ordering from you again.
- Time. I’ll keep this short and sweet: Why are you waiting for your money? Well, technically because it’s not your money. That’s why. At this point, you’re working for the company behind the delivery app and waiting on your paycheck.
On the surface, it’s easy to see the appeal of signing on with a third-party delivery app. It’s an easy transition, and an what-do-I-have-to-lose attitude is an easy way to approach marketing. But, with just a little effort, you can take control of your own marketing, build your own new customer base and grow your own business.
Building loyal fans and vocal advocates is the best way to build a successful business in any industry, but especially in the restaurant industry where guests love to talk about and show off their food. Running an always-listening social media marketing campaign can result in a longer, more sustainable approach, with the added benefit of creating brand loyalty. Social brands have social fans.
If you would like us to help you drop the delivery apps, please reach out. We’d love to chat!
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