The Italian restaurant was really a blur of activity. Chefs furiously cooked pizza and pasta at both ends of your store, waiters busily took phone orders as well as a procession of food couriers picked up deliveries. There is one problem: few in-store dinners had food on his or her table.
By my count, a minimum of two-thirds of restaurant patrons were expecting food. Some had that, “please feed me before I faint” look. Others were “hangry” (hungry-angry) from an absence of food, overpriced menu along with a flood of delivery orders that crushed the kitchen.
Almost every pizza cooked went right into a home-delivery box and pastas were stacked loaded with plastic containers and delivery bags. I don’t know if the restaurant prioritised coleus buy or if perhaps the orders just fell that well. However in-store dining seemed a lesser priority.
I have got seen the identical problem repeatedly this season. Popular restaurants are now being swamped by online or phone orders and struggling to balance the requirements of in-store diners using their takeaway or home-delivery customers.
I suspect more family restaurants will forget to conform to increase in online food ordering and delivery – and unwittingly wreck their in-store experience and brand.
Would it be taking longer to acquire food ordered in restaurants?
Tend to be more orders being created for pick-ups or home delivery?
Sometimes you may feel in-store dining is becoming less appealing as increasing numbers of restaurants gear up for online orders and deliveries.
It really is fascinating to watch smaller restaurants adapt to the meals-ordering boom that Menulog and delivery companies like Foodora, Deliveroo and Uber are driving.
The suburban restaurant that catered to local residents and maybe a tiny takeaway market now serves a bigger market via online food-ordering platforms. Some even promote their business into a wide radius of suburbs, building a potential consumer base they cannot wish to serve properly.
Their kitchens usually are not set up to handle a large number of online orders at once, they don’t have plenty of staff whenever they need them, as well as their in-store dining and web-based components are often poorly co-ordinated.
Their cost base and business model remains to be built around in-store dining, though more of their revenue is on its way from online orders. One local restaurant owner told me 80 % of meals they cook have become for home deliveries or pick-ups.
Granted, this is a good problem for smaller restaurants. People who successfully market via food-ordering platforms are finding a larger client base and surviving within a difficult, competitive market. Needless to say, they want as many online orders as you possibly can.
The prospect of churning out meal after meal for a takeaway market, often at just a little discount to in-store dining, looks far more lucrative than relying upon in-store diners.
The prospect of churning out meal after meal to get a takeaway market, often at just a compact discount to in-store dining, looks a lot more lucrative than relying on in-store diners, waiters, and all the expenses and hassle that comes with that. And fewer risky.
But smaller restaurants have to consider how continued fast rise in online food ordering and deliveries will change their industry, and adapt. People who respond by just cooking increasingly more meals, using the same business structure and infrastructure, will eventually damage their client base.
My guess is because they will alienate in-store diners and push more people towards ordering deliveries or buying pre-cooked meals. It’s not surprising that David Jones plans a major push in this area: the current market is ripe for higher-quality, pre-prepared meals.
Overseas, food delivery giant Deliveroo, reportedly worth greater than $US1 billion, is opening kitchen spaces in places not well-served by restaurants – a strategy it calls “food delivery 4.”. It’s changing how takeaway meals are prepared.
Deliveroo along with other food-technology innovators are able to see the opportunity: more and more people will order food on the web and have it home delivered, and cook less, in coming years. Nevertheless the market is still geared mostly towards people ordering and consuming (or getting) food in-store.
As I’ve written before within this column, smaller restaurants should rethink their strategy to the meals-ordering boom: virtual brands, shared kitchens, industrial-style cooking facilities 46dexipky smaller menus (that happen to be faster to prepare) for that online market.
Store layouts will need to change: separate areas for food couriers away from in-store patrons, different kitchen configurations, as well as other staffing in busy periods. And much more seriously considered how in-store diners are served, or regardless of if the business should downscale in this field.
Yes, there will always be requirement for in-store dining and lots of restaurants do a fantastic job. But as more in their revenue comes from online orders in future years, the market will need to adapt faster to capitalise on the fantastic opportunity.
So far, the only people being disrupted with the online food-ordering boom look like in-store diners – and then in time, the large supermarkets as people cook less.