The Italian restaurant was actually a blur of activity. Chefs furiously cooked pizza and pasta at both ends in the store, waiters busily took phone orders along with a procession of food couriers acquired deliveries. There seemed to be one problem: few in-store dinners had food on his or her table.
By my count, at least two-thirds of restaurant patrons were waiting for food. Some had that, “please feed me before I faint” look. Others were “hangry” (hungry-angry) from a lack of food, overpriced menu plus a flood of delivery orders that crushed your kitchen.
Just about every pizza cooked went right into a home-delivery box and pastas were stacked loaded with plastic containers and delivery bags. I don’t determine if the restaurant prioritised where can i buy forskolin supplement or maybe if the orders just fell that well. But in-store dining seemed a cheaper priority.
I actually have seen a similar problem many times this season. Popular restaurants are swamped by online or phone orders and struggling to balance the requirements of in-store diners with their takeaway or home-delivery customers.
I suspect more family restaurants will fail to adjust to growth in online food ordering and delivery – and unwittingly wreck their in-store experience and brand.
Will it be taking longer to receive food ordered in restaurants?
Will be more orders being made for pick-ups or home delivery?
Do you experience feeling in-store dining has become less appealing as increasing numbers of restaurants gear up for online orders and deliveries.
It is actually fascinating to watch smaller restaurants conform to the meal-ordering boom that Menulog and delivery companies such as Foodora, Deliveroo and Uber are driving.
The suburban restaurant that catered to local residents and maybe a little takeaway market now serves a greater market via online food-ordering platforms. Some even promote their business into a wide radius of suburbs, developing a potential consumer base they cannot aspire to serve properly.
Their kitchens will not be established to handle a lot of online orders right away, they don’t have enough staff whenever they need them, as well as their in-store dining and internet based components are usually poorly co-ordinated.
Their cost base and business structure is still built around in-store dining, though more of their revenue is coming from online orders. One local restaurant owner explained to me 80 per cent of meals they cook are for home deliveries or pick-ups.
Granted, this is a good problem for smaller restaurants. Individuals who successfully market via food-ordering platforms are finding a larger client base and surviving in the difficult, competitive market. Obviously, they need as much online orders as is possible.
The possibilities of churning out meal after meal for a takeaway market, often at just a little discount to in-store dining, looks considerably more lucrative than counting on in-store diners.
The possibilities of churning out meal after meal to get a takeaway market, often at just a little discount to in-store dining, looks considerably more lucrative than relying on in-store diners, waiters, and all the expenses and hassle that comes with that. And less risky.
But smaller restaurants have to think through how continued fast growth in online food ordering and deliveries will alter their industry, and adapt. Those who respond by just cooking a lot more meals, with the same business model and infrastructure, will eventually damage their customer base.
My guess is that they will alienate in-store diners and push a lot more people towards ordering deliveries or buying pre-cooked meals. It’s no real surprise that David Jones plans a major push in this field: the marketplace is ripe for higher-quality, pre-prepared meals.
Overseas, food delivery giant Deliveroo, reportedly worth over $US1 billion, is opening kitchen spaces in places not well-served by restaurants – a strategy it calls “food delivery 4.”. It’s changing how takeaway meals are prepared.
Deliveroo as well as other food-technology innovators will see the opportunity: more people will order food on the internet and already have it home delivered, and cook less, in coming years. Nevertheless the industry is still geared mostly towards people ordering and consuming (or getting) food in-store.
As I’ve written before with this column, smaller restaurants must rethink their procedure for the foodstuff-ordering boom: virtual brands, shared kitchens, industrial-style cooking facilities 46dexipky smaller menus (which are faster in order to cook) to the online market.
Store layouts need to change: separate areas for food couriers clear of in-store patrons, different kitchen configurations, and different staffing in busy periods. Plus more contemplated how in-store diners are served, or regardless of if the business should downscale here.
Yes, there will be requirement for in-store dining and lots of restaurants do a fantastic job. But as increasing numbers of in their revenue comes from online orders in coming years, the business must adapt faster to capitalise on the fantastic opportunity.
So far, the sole people being disrupted through the online food-ordering boom look like in-store diners – and also in time, the big supermarkets as people cook less.