Should I Use A Third-Party Delivery Service or Create My Own? Here’s What to Consider

By: Xilian Sansoucy

12 Minute Read

Jun 27, 2019

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It’s hard to deny how important delivery has become to the restaurant industry.

According to Technomic, revenue driven outside of the physical restaurant makes up 44% of all restaurant sales and 25% of those orders account for delivery. Restaurant Business says that 21% of consumers are increasingly replacing carryout orders with delivery orders; for those between the ages of 18 to 34, that percentage goes up to 30%. 

The demand for food delivery from restaurant customers has steadily climbed in the past three years, and restaurants are facing a tough decision when it comes to accommodating this guest preference: is it a better idea to sign up with a third-party delivery service or invest in developing a delivery channel just for my restaurant? 

According to a survey conducted by TD Bank just last month, 71% of restaurant franchisees said they will likely grow their delivery options. Let’s dig into what your options are.

Read More: The Ultimate Checklist for Following The Restaurant Health Code

The Demand for Food Delivery Continues to Rise

Need more reasons to start your own delivery service? Check out these seven trends.

If you’re in the pizza business, delivery is a must-have: According to TechCrunch, 60% of the delivery market is attributed to pizza. If you’re a franchise, 78% of franchisees offer delivery. 60% rely on third-party services, and the other 18% rely on in-house delivery. Out of the 22% of franchise owners who did not offer delivery, 12% plan to start delivery soon. 

Jeremy Seaver, owner of Tios Mexican Cafe in Michigan, is a veteran of the restaurant delivery game and knows the positive impact delivery can have on a restaurant’s bottom line.

“We’ve been doing delivery since 1986. Delivery has been a big part of our business forever since we’re in a college town and open late nights,” Jeremy says. Due to the harsh Michigan winter, roughly 40% of Tios’ business is delivery for almost half of the year. 

Tios is just one of thousands of Toast customers who uses delivery to increase revenue for their restaurant. Speak to us to learn more. 

When it comes to choosing how to incorporate delivery into your restaurant operations, restaurateurs have two options: build your own delivery component or sign up with a third-party delivery vendor to facilitate all aspects of order-delivery in your restaurant.  

Everything You Need to Know About Using Third-Party Delivery

Although there are many benefits to starting an in-house delivery system for your restaurant, using a third-party delivery model has its pluses: 63% of young adults use third-party delivery apps according to a study conducted by Zion & Zion

Using a third-party delivery service is great for restaurants just starting out or restaurants that can’t justify making the investment in starting their own delivery arm. These apps also serve as a great marketing tool to build your brand. 

Some of the big players like Amazon and Google have also partnered with third-party delivery companies. For example, consumers can hit the “order online” button directly through a Google search and have the opportunity to get their food delivered through companies like DoorDash, PostMates, and ChowNow without even downloading the app. 

Some of the biggest players in the third-party food delivery space are:

  1. Uber Eats

  2. DoorDash

  3. GrubHub

  4. Postmates

  5. Seamless

  6. Deliveroo

  7. FoodPanda

  8. BiteSquad

A nationwide survey of almost 3,000 U.S. consumers ages eighteen and above found that roughly 38% of respondents indicated GrubHub as their top choice. Following GrubHub, Uber Eats came in second place with 36%, and DoorDash at approximately 20%. 

The below chart, created by Restaurant Business Online, is a great visual representation of the biggest players in the third-party delivery space, ranked by average spend per transaction. The average amount consumers spend with third-party delivery is $34, though it’s worth noting that different third-party delivery platforms attract different types of audiences. For example, those using Caviar or DoorDash tend to spend more than those using Uber Eats or Postmates. 

The apps that the above third-party delivery providers offer aggregate an endless stream of restaurant options hungry diners can choose from and provide your restaurant with a new marketing channel in the process. Most Americans only have one to two branded restaurant apps on their phones. They download, on average, zero new ones per month, so the third-party delivery apps give your restaurant the discoverability an app brings without needing to invest in building a branded app.

If you choose to work with a third-party delivery vendor, it’s standard for the vendor to take a percentage of every check driven by the vendor. Uber Eats, for example, takes approximately seventy cents for every dollar paid on a check that came to the restaurant via Uber Eats. This can be a burdensome cost for restaurants who operate on  razor-thin margins. 

In recent months, the major players in the third-party scene have come under fire for questionable business practices and astronomically high fees that contribute to restaurant closures across the country.

Grubhub/Seamless was slapped with a class-action lawsuit this May by restaurants who were charged fees when a customer would call or interact with a restaurant via Grubhub but not place an order.
Restaurants have begun to fight back against third-party delivery vendors’ fees and business practices: On June 27th, New York City will be hosting a public hearing where restaurant owners, operators, managers, and customers are invited to share their experiences and grievances with third-party delivery vendors in front of city officials. As New York City Councilman Reginald Johnson told Nation’s Restaurant News in an interview about the upcoming hearing, “Restaurants and eateries are a critical part of our private sector. We feel it’s the committees’ responsibility to understand what they’re going through.” 

The demand for delivery isn’t going anywhere, and both restaurants and third-party delivery vendors are still trying to get it right: Uber reported $1 billion in losses this past quarter, mainly attributed to their delivery arm. 

Everything You Need to Know about Creating A Food Delivery Service for Your Restaurant

In an article aimed at uncovering what restaurant guests want in their off-premise experience, Restaurant Business found that 78% of delivery orders are placed through the restaurant itself, while only 22% of orders are placed through third-party delivery companies. 

So, if you’re interested in keeping delivery in-house rather than signing up with a third-party delivery service, the data is encouraging. 

Choosing to develop an in-house delivery system for your restaurant involves some careful analysis, budgeting, and planning. Here are some considerations and questions worth addressing if you’re interested in growing your own delivery arm rather than leaning on a third-party delivery company: 


1. Delivery Vehicles

In order to deliver meals to your customers, you will need to pay for delivery cars or pay your couriers to use their cars. If you do not have a parking lot or street parking readily available for your restaurant, this could pose a problem.


2. Hiring Dedicated Delivery Staff

As soon as your restaurant processes 30+ delivery orders per day, hire an employee dedicated to delivery. This person would be in charge of receiving orders, making sure the food is prepared correctly, getting to-go bags ready with any promo materials, and double checking orders before they leave the restaurant.


3. Insurance

How will you insure your delivery drivers? Will they need to pay for their own insurance or will your restaurant cover the cost? There are delivery insurance plans that cover car insurance, business owners’ policies which cover general liabilities, and workers compensation in case the driver gets injured.


4. Your Packaging

Make sure the experience your customer is delivered when opening up the package or bag aligns with your restaurant brand. If your fries are soggy by the time your driver gets to someone’s front door, they may never order at the restaurant again, never mind via delivery.


5. Designate Space for High-Volume Deliveries

Have a tight kitchen? You still need room to store each order after they’re prepared. Shelves make it easier for couriers to gather orders together by making them easily visible. Bonus points if you can alphabetize the orders to make it easier for couriers to find.


6. Gas Money

Regardless of whose car is being used – company owned or the courier’s – you will need to set up a system to track gas use and reimburse couriers for filling up the tank.


7. Food Storage and Transportation

Prepared foods need to stay at a certain temperature before being consumed. You will need to invest in insulated bags, coolers, and boxes to transport food without it becoming too warm or too cold en route to the guest.


8. A Reliable Delivery Tracking System

You will need to come up with a way to see where your drivers are in the delivery process, whether that’s on the way to a customer, dropping off the food, or returning. Knowing when your drivers are ready to deliver the next batch of orders will play a huge part in determining when the next orders get fired.  If left unmanaged, an un-tracked delivery system could lead to theft or unruly delivery overhead. See what delivery tracking system is right for your business.


9. Establish Payment Process

You will need to determine when the customer submits payment: when their food is ordered or once it’s delivered. Will you accept cash, card, and smart payment like Apple Pay and Samsung Pay? How will they receive a receipt?


Communication Method – When a driver goes on dispatch, they need to be able to communicate with you if something goes wrong. Should you give delivery couriers a special phone or walkie-talkie? Should they use their own phone, and you’ll then reimburse them for minutes used while at work? 

Creating and operating your own delivery system gives you greater control over the guest experience, ensuring that at-home diners can enjoy the same high-quality experience they would also have had they chosen to dine on site. A study by Service Management Group found that 35% of at-home diners who had a problem with a third-party delivery service ultimately blamed the restaurant.

Read More: Why Restaurants Are Dumping Third-Party Food Delivery Services

“Right now, restaurants think they’re generating a lot of business through using third-party delivery services, but in three years, they're going to realize that they gave away 30% of their business paying commission for these services,” says Jeremy Seaver. “We have our own delivery drivers. We do it ourselves. We do not have third-party delivery drivers.”

It’s also well known that third-party delivery service apps like GrubHub, UberEats, DoorDash, Seamless, and Postmates charge restaurants up to to 30% of their listed menu prices for orders facilitated and fulfilled by their respective services.

Toast’s 2017 Restaurant Technology Report found that 81% of all diners prefer using a restaurant's website rather than using a third-party ordering site to place an order. One of the reasons being that diners enjoy interacting with the restaurant brand directly. 

A recent study found that roughly 42% of consumers say being able to order online would have them pick one restaurant over the other. Additionally, 46% of eighteen-to-thirty-four--year-olds said they’re ordering delivery from a wider variety of restaurants now than just two years ago.

“Restaurants substantially underestimate the financial benefits of having their own online ordering system,” says Vishal Agarwal, the Founder & CEO of Checkmate, a company that integrates third-party online orders into a restaurant’s point of sale. 

“Almost 80% of the operators believe having a website is important, but we have passed that stage where their consumers visit their websites for information purposes only. If they like what they see, they will order directly,” says Vishal. 

The Impact Delivery Has on Restaurants Across the Country

Cowen & Co. predicts that the U.S. food delivery market will grow from $43 billion to $76 billion by 2022. It should come as no surprise that the booming food delivery industry is mainly driven by young people. In fact, half of consumers ages 55 and older do not show interest in food delivery and would prefer dining in.

According to a study by Mintel, 87% of Americans who have used third-party delivery services say it has made their lives easier, with roughly a third of these Americans using services like these at least two times a week. 

With so many delivery options out there for restaurant owners and operators, it can be hard to navigate which option is the best for you. If you decide to use a third-party delivery service (or multiple), check which services are operating in your area, what percentage of each check the service absorbs, and whether diners in your region are using third-party delivery services or foregoing them altogether.  

Read More: 5 Questions to Ask Before Adding Delivery to Your Restaurant

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