Restaurant Delivery Marketing 101: Interview with a Grubhub Expert

Restaurant delivery has come on strong in recent years and shows no signs of slowing down anytime soon. According to a study prepared by Morgan Stanley analysts, the food delivery industry could one day be worth seven times more than its current value of $30 billion.

Here to provide a few tips on how your restaurant can take advantage of this opportunity is Grubhub’s LA Regional General Manager, Jeff Smith. With nearly 20 years of experience in the delivery industry, Jeff knows how to get the word out about your restaurant’s delivery.

Check out our Q&A with Jeff to learn how you can get started today.

What’s the first step to marketing my restaurant’s delivery?

When it comes to delivery, a little marketing can go a long way. Maximize your restaurant’s return on investment by raising awareness of your delivery offering among your restaurant’s most loyal customers. If you have a long wait on Friday or Saturday night, dish out menu guides that show hungry customers how to order delivery from the comfort of their own home.

Better yet, advertise delivery on your restaurant’s website so that new diners know it’s an option. Also add delivery menus to to-go bags, so next time a customer is craving your restaurant, he or she will consider delivery.

Another easy way to market delivery is by having your front-of-house staff mention it each time they bring the check to one of their tables. While customers may still want to dine in from time to time, delivery gives them the opportunity to enjoy your restaurant’s food even when they’re busy.

How can a restaurant delivery service help me get the word out about delivery?

In addition to marketing campaigns of their own, a restaurant delivery service (RDS) will work with your restaurant to create marketing collateral – such as personalized signs and menu cards – that caters to the needs and preferences of your restaurant’s diners. Perhaps even more importantly, your restaurant will also receive a helping hand when it comes to the operational costs of delivery.

Have you ever spent hours trying to find enough delivery drivers for a weekend shift? Good news – an RDS can take that responsibility off your hands. With thousands of vetted, insured delivery drivers at their disposal, an RDS can provide your restaurant with as many drivers as necessary, saving you both time and money.

What are some of the most common restaurant delivery marketing trends you’ve noticed?

Competition is heating up in the delivery industry. To separate themselves from the pack, many restaurants are turning to discounts. Consider taking 10 or 15 percent off a customer’s first delivery order. The extra incentive may be enough to convince both new and long-time customers to give delivery a try.

Yet another trend taking delivery marketing by storm is advertising outside the restaurant. While marketing delivery within your restaurant is still important, greater emphasis is being placed on other advertising opportunities – think bus signs and billboards. Doing the same can help boost awareness of your restaurant’s delivery service.

In addition to advertising outside of your restaurant, also consider ramping up your restaurant’s email marketing. Often, the easiest and most direct way to reach diners is through email. From new menu items to delivery, use email to keep diners up to date on any new changes going on at your restaurant.

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