Customer experience – how to take good care of your food delivery customers?

If you’ve found your way to our blog, we can presume that you already know that the value of the food delivery market in Poland is growing year on year. In 2021, the number of people ordering food online grew by 16.9% compared to the previous year. It is also very likely that you are fully aware of just how difficult it is to win over the loyalty and partiality of exacting consumers. As a result, you search for ways of changing this state of affairs by improving and enhancing specific, individual components of your services and products. To operate more effectively, you must adopt a much wider perspective to assess the overall customer experience.

Why is customer experience crucial?

The days when the simple fact of making deliveries made your offer competitive are long gone. The thriving competitiveness of the food service market and the growing expectations of consumers are exceptionally unforgiving factors when it comes to restaurants, particularly delivery-only eateries. At times, the only thing you can tempt new customers with is the experience in order handling and the quality of the product itself. You cannot score ‘extra points’ with your excellent waiter service, restaurant décor or the cleanliness of your premises. 

Delivery times are constantly shrinking, with popular apps for placing orders at dozens of restaurants giving estimates of the driver’s planned arrival with an accuracy of literally one minute. Ordering a meal has to be simple, the delivery fast and hassle-free, and the quality of the dish not inferior to meals enjoyed in brick-and-mortar restaurants. All these elements make up the customer experience, or in simple terms, customer satisfaction with the service. 

Restaurant owners are not helped by the fact that users of any service or product are much more likely to leave a review if they have a negative experience than if they receive a positive customer service experience. As many as 75% of customers check the restaurant’s ratings before placing an order – this is bad news for restaurateurs who fail to look after their ratings and online reviews. 

Which factors influence the experience of customers using delivery restaurants?

The customer experience does not start when the customer places an order but much earlier – it begins at the stage of deciding where to order food and browsing offers on the internet. Customer experience is the customer’s entire experience at all points of contact with the brand. It goes without saying that the flavour and appearance of the dish itself, the way it is served, the temperature of the food and the delivery time all play a key role when it comes to ordering meals. However, there are also smaller pieces of the puzzle to consider – the quality and method of communicating with the brand, the look of the food ordering website and its functionality, which includes the ease of viewing the menu, for example. Are the dishes and prices clearly visible? Did the designers make sure that the site features a suitable contrast, size of letters, and legibility of the background? Does it include information on ingredients and allergens? Is the process of placing an order simple and quick (using a minimum number of clicks)? Does the website open correctly on a smartphone? How does the payment process work? The overall customer experience is also influenced by the quality of customer communication once the order has been placed, which includes information about the various stages of the order, the ability to see drivers on the map and receiving delivery time updates.

Large brands dedicate entire teams of researchers and CX/UX (customer experience and user experience) designers and strategists to the customer experience. A service that has been well-designed paradoxically does not attract much attention from customers. The key aspect is to offer consumers a solution that asks them to make as few decisions as possible. To give an example, we don’t think about how Spotify or YouTube work, but we can describe the use of these sites and their services as intuitive. We also instinctively find our way in new commercial or leisure venues. Even museum exhibitions are designed with the user experience in mind – given today’s market situation, we expect every product or service to provide us with a good “experience” – even if their evaluation happens subconsciously.

The road to success is not necessarily all about chasing after the fastest delivery. What customers care more about is the precise timing of the delivery so that they can prepare to collect their food in advance, in line with their plans and schedules for the day. Research shows that providing customers with accurate delivery times is an element with the greatest impact on customer satisfaction. Delays always negatively influence customer ratings; however, your job is quoting the most accurate delivery time and not winning the race for the fastest delivery. 

How can you improve the customer experience of consumers ordering food for delivery?

Providing a good customer experience firstly requires a change of thinking and adoption of a more holistic viewpoint which considers all the points of contact between the consumer and the brand as well as their coherency as a whole, as opposed to analyzing each component separately. What steps do we have to take? Taking care of menus, packaging, delivery times, personalization, attractive promotions…

Delivery management software for restaurant

Let’s focus on logistics – to grow this area, the necessary tool is software that ensures the automation and synchronization of all the “cogs”: the kitchen, drivers and the employees taking orders. Only then can we talk about providing customers with the genuine expected delivery time – the Papu.io system learns to estimate the time based on the kitchen’s workload, the availability of drivers, the time of day and the day of the week and even the specifics of the town. This makes each subsequent calculation more accurate. 

 

Online ordering solution for delivery restaurant

Once we have taken care of the quality of the delivery and the dish itself, it is worth considering all the other elements that affect the customer experience in a restaurant. The first point of contact with the brand is the restaurant’s website. Its overall perception is influenced by dozens of elements that the user often fails to process consciously – customers do not analyze the contrast on the page but can say that reading the menu was “uncomfortable”. Papu.io gives you the option to benefit from a fully-configured online store for restaurants – one which is equipped with a simple and clear design and convenient payment methods. Why is it important? By not having to build your website from scratch or use site-building wizards, you eliminate the risk of potential usability errors that are only evident once the website goes live and is tested by genuine users. The ready-made tool allows you to sidestep the need to design, test and improve your website. The system works correctly from the start, and your customers can choose from several different payment methods that you don’t have to configure. This aspect is often overlooked and wrongly so – the inability to complete a transaction or problems occurring during the final steps (in the shopping cart or during payment) drastically reduce the user experience. 

Customer experience monitoring in delivery restaurant

The second component is feedback. Restaurants use Papu.io not only to reduce delivery times but also to collect positive reviews and boost their online ratings. If your standard of customer service has improved, why not tell others about it? Papu.io’s customer satisfaction module collects user feedback after each completed order. When a restaurant’s rating is 4 or 5 stars, the customers have an incentive to publish their reviews online, and an additional motivating factor is a discount voucher for their next order. If the grade is lower, you will receive an email notification, and no one will see it online. You, on the other hand, will be able to identify this so-called pain point in your contact with your customers and fix it to improve the experience for your future customers. 

Summary: how to take good care of your food delivery customers?

Building customer experience in response to real consumer needs requires constant analysis of feedback from the market, your competitors and your customers. Naturally, the heart of the matter is checking reviews, monitoring the internet and drawing conclusions. What is the secret of brands whose customer experience stands out in the market? The ability to look into the future. The skills to consistently work with trends, identify the early symptoms of change and stay alert to any phenomena affecting the market, also indirectly – all this allows you to draw conclusions and react to changes on time

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Papukurier sp. z o.o.
ul. Sowińskiego 18A, 60-283 Poznań
tel. +48 506 199 047
kontakt@papu.io

NIP: 7792433088
REGON: 36202821600000
KRS: 0000567424
Kapitał zakładowy: 34 850,00 zł
Sąd Rejonowy Poznań – Nowe Miasto i Wilda
VIII Wydział Gospodarczy KRS