A lot gets written about the costs of delivery impacting restaurant operators. Maybe the question should be, why would the average consumer spend the extra money to have your food delivered?
If the industry focus is on "value," why are restaurants promoting the most expensive way to access the product?
My household spent a lot of money on delivery during the pandemic. Then we enjoyed going out and our trips to the grocery store. Lately, for various reasons, we've ordered more from McDonald's (Big Arch) and a few other chains. Gosh, it's expensive! Those fees! The gratuities! At least as compared to jumping in the car and driving a few minutes to my local McDonald's.
It's my impression that some people can afford to have their food delivered. But for those who can't or won't, no amount of advertising will force them to carve out more of their budget for food delivery.
Trying to increase sales with "value" and also trying to increase delivery sales are contradictory messages.
From now on, I'll see you at the drive-thru.
3 comments:
Our delivery fees are outrageous too
My comment above is made understanding there are some restaurants that do a great deleivery business and thier unique location makes it a real opportunity. But, I'm talking about the average location with a drive-thru, dining room, etc.
If you're making money with delivery - go for it! If you are simply making a donation to the corporation's bottom line - you know what to do.
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And then there's the quality - it's always inferior - no matter what product or what chain. Why do people pay a premium for cold, stale food?
The only time in my many years around McDonald's French Fries that I haven't eaten every one and then searched the bottom of the bag, is when I've included fries in my delivery order.
The birds in my backyard love them.
I understand Operators are doing their best to address the quality issue, but it's just another reason for consumers to avoid paying the delivery premium.
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