JENNIFER MARSTON — The Spoon, July 9, 2019 |
It’s only July 9 and I feel like I’ve already written “delivery is table stakes” this year so many times it’s lost some of its meaning. But it — the phrase and the delivery model itself — is here to stay, and businesses who aren’t at least working towards a strategy in that area will lose competitive advantage as more consumers migrate towards getting their food dropped at the front door.
That’s not a brand-new revelation. Restaurant owners, tech companies, and investors alike have been saying as much for some time. What is new, however, is that there are now more ways for restaurants to do delivery than the two extremes of pay for your own fleet or sign up with a third-party service. The new middle ground starting to get more attention is powered by technology.
A lot of it’s about using tech to drive more users to restaurants’ in-house apps, rather than to a third-party service like DoorDash or Grubhub, since restaurants risk losing some brand integrity and valuable customer data the minute they ink a deal with a third-party service. Companies like ShiftPixy, whom The Spoon talked to recently, are answering this problem by building software platforms that help restaurants drive more traffic and orders through their own mobile apps, but enable them to still take advantage of gig-economy-style driver fleets. ShiftPixy provides its own W-2 drivers to restaurants it works with.