The benefit is always less than if your brand controlled everything it touches. Using a third-party to execute a significant portion of your Guest experience can be crippling. The Guest’s loyalty then is with the delivery brand and not your brand regardless. You’ve become a commodity.
WHT: The Ultimate In Transactional Thinking:
I order from Domino’s Pizza. It arrives an hour late and cold. So how do you tell them? Simple. Go to their website (I ordered there). Click on a “There’s An Issue” and a list of excuses for their bad service pops up. Choose your excuse and then hit enter. […]
How Is Your Take-Out Program?
Takeout sales are projected to grow at three times the rate of on-premise dining and at seven times the rate of the rest of the total food industry, according to the National Restaurant Association. To compete for a strong share of the takeout market, businesses must understand how to adapt their current products […]
How To Capture Brand Loyalty In The Age Of Third-Party Delivery Apps
You can capture it up to the point you surrender the Guest experience to a third party app. Which is why third party apps should never be considered. If you’re going to deliver (and you should have for the past umpteenth years) then own it. Look at what hotel brands allowed the OTAs to do […]