Last week, I had the opportunity to present at Restaurant & Takeaway Innovation Expo about the increasing relevance of direct channels in the restaurant industry. The response was overwhelmingly positive, so I wanted to share a few key insights:
• Just like in travel, customers are moving toward direct channels for better pricing and a more personalised experience. Restaurants have a big opportunity capitalise on this by building stronger relationships and keeping control of the customer journey.
• Online ordering is set to grow by 20% over the next three years. Nearly half of consumers now expect loyalty programs when they order, which shows just how important direct engagement is becoming.
• Restaurants using direct channels can retain up to 70% more in net sales compared to relying on marketplaces. Plus, they gain full control over customer data and the entire experience. For example, one of our clients has reduced customer acquisition costs by 66% through their direct channel.
The Winning Recipe:
1) Make the direct ordering experience smooth and user-friendly.
2) Incentivise customers with loyalty programs to keep them coming back.
3) Use data to personalise offers and drive deeper engagement.
Direct channels aren't just a nice-to-have anymore. They’re a game changer for profitability and long-term customer loyalty. 💸