In the previous blog we discussed the significance of enhancing your organic placement and leveraging sponsored placements to gain immediate visibility. In part two, we will delve into the importance of food tags, availability, delivery time, and reviews. These factors play a crucial role in driving consumers to you, rather than your competitors. By understanding and optimising these aspects, you can further differentiate your restaurant and drive long term sales growth.
Food Tags
When it comes to choosing a restaurant, consumers have three main methods: scrolling through the app's page, searching for a specific restaurant name, or selecting a particular food tag/category, such as pizza or Indian cuisine. It is crucial for your sales that your restaurant appears under the relevant food tags. However, many brands often fail to maintain their presence under these key food tags, resulting in missed opportunities.
Black Sheep Coffee is missing food tags for Coffee on Deliveroo but instead has tags for Chicken. This may result in Black Sheep Coffee not returning on the Coffee or Cafe shelf.
With Takealytics Alerts, you receive instant notifications whenever any of your restaurants are missing a crucial food tag. This allows your team to promptly address the issue and ensure your restaurant is accurately categorised. Additionally, Takealytics tracks your placement within each food tag, ensuring that you consistently appear high on the list of relevant food tags and categories. By actively managing your food tags, you can boost your visibility and increase your chances of being chosen by hungry customers.
Restaurant Availability
One of the most common reasons for restaurants losing revenue from delivery is simply not being “available”.
As every platform relies on staff in the restaurant opening the location on the tablet, all too often restaurants won’t be open when they should be and especially not on every platform they operate on.
Whilst there are various reasons for poor restaurant availability ranging from rider supply to busy restaurants and tablet issues, managing this is key to driving ongoing revenue from delivery.
The busy mode feature is a valuable tool to help manage overwhelming orders during peak hours or when you're short on staff. However, overusing it or leaving it on for extended periods can negatively impact your restaurant's ranking on the apps.
Takealytics monitors every one of your locations across all platforms and its reported opening hours. If a location is not open when it should be, our alerts will automatically flag this to the store manager to address.
Our Availability report gives you visibility of your percentage availability over the last month - see which restaurants have not been available and the reasons why. This report can be broken down by area manager to address issues.
Takealytics Venue Dashboard breaks this down to enable the area manager to see when a specific store has issues (e.g. this Black Sheep Coffee was not available for delivery on Deliveroo). SBO means Should Be Open.
Delivery Time vs nearby competitors.
On average, 60% of consumers say that delivery time is a critical factor in their restaurant choice. If your restaurant takes an hour to deliver whilst a nearby competitors can deliver in 20 minutes you are likely to lose sales at these times.
Whilst delivery time will inevitably peak now and then, ensuring this is not an ongoing problem is key in optimising your delivery performance.
Using Takealytics delivery time reporting, alerts and delivery time calendars gives your team visibility of which locations consistently take a long time to deliver. This data can be invaluable to Area Managers in understanding why delivery times are high and helping the business prepare for demand. For example if you see delivery time consistently peak at 7pm on a Friday evening maybe you should consider bringing in more kitchen staff at these times.
Reviews
A key influencer in your organic placement and in a consumer's decision is your review score.
The typical consumer has a level of tolerance for a review score and any restaurant with a score of 4 stars and above will likely be chosen. Where restaurants have a review score of 3 stars or less consumers will likely choose a nearby competitor with a better customer experience.
Understanding the key drivers for these negative reviews is important.
For example, on Deliveroo filter to the lowest reviews and analyse the review tags to see what the most common issues are for your restaurant. If for instance it is missing items, pick up with the team to see why items are not being added to the order.
If you are consistently receiving reviews about cold food maybe consider changing your packaging or amending your menu to be more takeaway orientated.
Takealytics Alerts highlight where reviews are declining
Receiving timely alerts about drops in your review score empowers you to proactively address any concerns or issues directly with the store manager. This proactive approach allows you to swiftly identify and resolve any potential customer dissatisfaction, ensuring a positive experience and maintaining a high-quality reputation for your restaurant.
In part 3 we will explore how the use of captivating Hero Images and Promotions can help drive interest in your brand.