Food Delivery Strategy

GATE: Confirm the brief before building the strategy.

Phase 2: Platform Strategy

Platform Comparison

Platform Strategy Options

Pricing Strategy for Delivery

• Option 1: Raise delivery menu prices 15-20% to offset commissions
• Option 2: Keep same prices, absorb the commission (builds volume)
• Option 3: Create delivery-exclusive combo deals with built-in margin

GATE: Confirm platform and pricing strategy before designing the delivery menu.

Phase 3: Operations

Delivery Menu Design

Evaluate each menu item for delivery suitability:

Menu rules:

• Remove items that do not travel well (crispy items that go soggy, items that require precise plating)
• Add delivery-friendly items (bowls, wraps, sealed containers)
• Create delivery-only combos that increase average order value
• Offer family-size or multi-person options for higher ticket

Packaging Standards

## Packaging Requirements

| Food Type | Container | Seal | Notes |
|-----------|-----------|------|-------|
| Hot entrees | Microwave-safe, vented | Tamper-evident sticker | Vent prevents sogginess |
| Cold items | Separate container | Sealed lid | Keep away from hot items |
| Sauces/dressings | Small sealed cups | Snap lid | Always on the side |
| Drinks | Sealed cups with lids | Bag separately | Upright in carrier |
| Sides | Compartmentalized or separate | Sealed | Label each container |

**Additional:**
- Include napkins, utensils, and condiments in every order
- Add a branded sticker or thank-you card
- Use tamper-evident seals on all containers
- Bag hot and cold items separately

Quality Control Process

## Delivery Order QC Checklist

Before handing off to driver:
- [ ] All items in the order are present (check against ticket)
- [ ] Hot food is hot, cold food is cold
- [ ] Sauces and dressings are packaged separately
- [ ] All containers are sealed with tamper-evident stickers
- [ ] Utensils, napkins, and condiments included
- [ ] Order is bagged correctly (hot/cold separated)
- [ ] Receipt or order summary visible on the bag

Phase 4: Polish

1. Delivery-Specific Metrics

## Delivery Metrics

- **Delivery order volume:** Orders per day/week
- **Average delivery ticket:** Target 20-30% higher than dine-in
- **Delivery revenue as % of total:** Track growth over time
- **Platform commission costs:** Actual $ paid per platform per month
- **Order accuracy rate:** % of orders with no errors (target: 98%+)
- **Delivery rating:** Platform rating and review scores
- **Refund/complaint rate:** % of orders with issues (target: under 2%)
- **Prep-to-pickup time:** Average minutes from order to driver handoff

2. Customer Experience Touches

• Include a handwritten or printed thank-you card in every delivery
• Add a QR code linking to your direct ordering site (saves future commissions)
• Offer a small loyalty incentive for direct orders: "Order from our website next time and save 10%"
• Respond to every delivery review on platforms

3. Quality Checklist

## Delivery Strategy Checklist

- [ ] Delivery platforms selected with commission rates understood
- [ ] Delivery menu curated (items that travel well only)
- [ ] Delivery pricing strategy set (markup, same price, or combos)
- [ ] Packaging standards documented with container specs
- [ ] Quality control checklist posted at the delivery station
- [ ] Kitchen capacity plan accounts for delivery + dine-in volume
- [ ] Delivery metrics defined and tracked weekly
- [ ] Direct ordering option available (own website or system)
- [ ] Customer experience touches planned (thank-you cards, loyalty offer)
- [ ] Staff trained on delivery order workflow

Example

Restaurant: Fast-casual Thai, launching delivery

Delivery menu adjustments:

• Removed: Crispy spring rolls (get soggy in transit)
• Modified: Pad Thai packaged with sauce on the side (prevents mushiness)
• Added: Thai Bowl combo (rice + protein + sauce, $14) — delivery-exclusive
• Added: Family Pack (4 bowls + appetizer, $48) — delivery-exclusive

Pricing: 18% markup on delivery platforms. Same price on direct ordering website. Direct ordering promoted with "Save 15% — order from our website" card in every delivery bag.

Anti-Patterns

• Putting your entire menu on delivery — not every dish travels well. A soggy delivery order loses a customer permanently.
• Ignoring packaging — food that arrives cold, spilled, or mixed together gets a 1-star review. Invest in proper containers.
• No quality check before handoff — wrong items and missing utensils are the top delivery complaints. Check every bag.
• Same prices as dine-in on platforms — you are paying 20-30% commission. Either raise prices or accept the margin hit consciously.
• Not promoting direct ordering — every delivery platform order costs you 20-30% in commission. Push customers to your own ordering channel.

Recovery

• Low delivery ratings: Audit the last 10 negative reviews. Most complaints are: wrong items, cold food, or missing items. Fix the QC process.
• Platform commissions are too high: Negotiate rates (possible at higher volume), raise delivery prices, or push customers to direct ordering.
• Kitchen cannot handle delivery volume: Set delivery order limits during peak dine-in hours. Stagger availability.
• Food quality suffers in transit: Redesign packaging. Test by ordering your own delivery and eating it 30 minutes later. Fix what does not work.