Is On-Demand Delivery Actually Hurting Restaurant Brands?

Is On-Demand Delivery Actually Hurting Restaurant Brands?

By Amelia Levin, Foodable Industry & Research Editor

You thought we were time-pressed before. These days, consumers are busier than ever — with work, family responsibilities, and social lives. There’s not always time to run out, even for a quick lunch or dinner. Sometimes it’s just easier to get it all delivered — to the office, to the home, or even to a social event in catering-like fashion. 

Restaurants know this, and that’s why many have teamed up with third-party delivery services to offer greater reach — literally, in terms of footprint, and in terms of attracting new customers while retaining the regulars. From bike messengers to traditional car drivers, many of these new-age delivery services focus on speed and food quality first, combined with a dedication to the same superior customer service diners expect inside the restaurant’s four walls. 

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Pinkberry Adds Mobile Payments

We’ve said it before, and we’ll say it again: When it comes to dining out, oftentimes Millennials want something quick, easy and painless – while getting the best quality for what they're paying for, of course. 

Foodable WebTV Network |  Photo Credit: Mobile Commerce Daily

Foodable WebTV Network | Photo Credit: Mobile Commerce Daily

This mentality has forced restaurants of all kinds – from fine dining establishments to fast casuals to yogurt shops – to think about how they can speed up the overall consumer experience. Keep in mind, the technologies implemented to do so must also make the consumer experience a seamless one that gives the consumer some control. Otherwise, it will be scarcely used and your ROI will severely decline.

This is why mobile payments can be tricky for brands. Is it worth the investment for an operator? For the early adopting brands, it could be too soon. Only time will tell.

Pinkberry has been the most recent to announce its adoption of mobile payments through its already existing loyalty app, called the pinkcard app. Read More