Delivery is one of the most rapidly evolving areas of foodservice today. Technology is now at the cornerstone of delivery. Therefore, foodservice operators must innovate to win and stay ahead of the competition. Here, Kerry Foodservice examine the changing landscape of foodservice delivery and how operators can survive and thrive in the current climate.
The way in which we live, and work has fundamentally changed in the past few months. COVID-19 has altered simple, everyday behaviours and routines in the short term, while raising question marks about the medium to long term.
With these changes in lifestyle comes shifts in consumer behaviour. This has led to big adjustments within the foodservice industry, touching on every aspect of the customer experience.
Many of the changes we have seen have accelerated already growing trends (such as contactless payment and delivery), while introducing newer trends (such as social distancing in foodservice outlets, recessionary spending patterns and shifting meal occasions e.g. for work-from-home office staff).
The perfect delivery
During COVID times, foodservice customers are looking for deliveries that:
- Cater for comfort – comfort food is at the heart of delivery so items like fish and chips and pizza are increasingly popular during these times of uncertainty.
- Are family friendly – family mealtimes and sharing occasions are growing opportunities for foodservice delivery especially as the whole family are at home for mealtimes and sharing has become more prominent.
- Provide value for money – in uncertain times consumers are careful with their spend and seek out value when placing orders for delivery. There is an opportunity here for operators to offer family meal deals and add on sides and sauces.
With this rapid rise in delivery it is vital that fish and chip operators can retain their level of service from the preparation of meals right through until it reaches the consumer. They will expect their food to be delivered hot and in the case of fish and chips that it has not gone soggy in transit.
After exploring ways traditional batters could perform better in delivery without compromising on taste, Kerry developed Goldensheaf Smart Batter, which absorbs up to 10% less oil than traditional batters. This results in a batter that holds its crisp for longer to ensure it retains its freshness.
Operators can be confident that their meals are arriving with the consumer in the same way as it left their premises with a crispy finish.
The future of delivery
Delivery will be technology driven, which will enable speedier deliveries, with apps in the short term and drones and robots in the longer term. Digital engagement with your consumer is key, utilising data to drive micro targeted marketing campaigns
More than 80% of customers globally order either via an app or on a mobile device, with the Just Eat app downloaded more than 2.5 million times.
With this mind it is important that operators highlight their full menu of items clearly on their app especially with varieties of gravies, curries, and dips that the consumer may not be aware are available as add-ons. As the future consumer will be price-conscious, value menu items such as these will be key.
Delivery is becoming increasingly convenient for customers so it will be important to focus on speed and using the right packaging to ensure the quality of food is maintained on the go.
As a result of COVID and the resultant spike in foodservice delivery, here are some of the key opportunities for operators to ensure they remain profitable and meet the needs of consumers.
- Cater for comfort. Ensure that traditional comfort food is at the heart of the delivery offering such as fish and chips, chicken, burger, and pizza.
- Adopt new technologies and innovations that will make delivery more efficient and enhance the consumer’s experience.
- Understand online delivery consumer behaviour and how they place their orders. Innovation is key and evolving menu ideas to cater to the new consumer behaviour is important.
Foodservice delivery is evolving at lightning speed because of the current environment and is not likely to slow down anytime soon. Innovation is key to survival.