When eMarketer Y Business Insider Intelligence joined forces they never thought that a pandemic would change the rules of the game for the hospitality industry. However, in the company resulting from the merger, Insider Intelligence, always bet on digital orders and delivery.
The market analysis agency is dedicated to writing reports on demand or motu Proprio to illustrate the reality in the different industries that make up our socio-economic network. In october 2020 they published a study on companies providing payment services and electronic commerce which includes some relevant notes for restaurants.
The global situation of the restaurant business is complex. We are no longer talking about the situation he will face due to the coronavirus, but from a deep network of relationships between very disparate players in which it is easy to get lost.
When it comes to organizing their omnichannel sales channels, independent restaurants and restaurant chains have very different options. While the giants of the sector opt for their own applications, other more modest establishments cannot afford that luxury.
A) Yes, Burger King, Chipotle, Domino’s, Dunkin’, McDonald’s o Starbucks have their own software for orders, POS management, integration with specialized digital equipment, loyalty and payment programs.
Conversely, small independent operations, brands with a small number of stores and family businesses should resort to Licensed applications or services from external companies.
This image of the hospitality industry reveals why overcoming the coronavirus crisis is so difficult. Embracing digital technology within the restaurant has become a vital necessity for the survival of the business. According to the report of Insider Intelligence mobile orders are expected to move 31 billions of dollars this 2021.
This was a volume that was originally expected around 2023. The pandemic has accelerated the process greatly. further, the new consumption habits adopted by the clientele will not remit when the global vaccination plan is completed. Eat at home, order takeout, limit visits to the salons as much as possible ... Trends that we already saw in millennials and generation Z in previous years have been accused. The future of restaurants goes through digital transformation. This applies to Spain and Latin American countries alike.
This digital transformation can be challenging, especially for those managers who are not familiar with new technologies. In this sense, Insider Intelligence advocates turning to payment system provider companies, as they are in an advantageous position to help with systems integration, IT security and adaptation to your specific operating needs.
The published report emphasizes four points that justify such a vision:
- He number of adults ordering food for delivery At least once a month has passed from 62% al 78% in just one year. In addition, the frequency with which these orders are made has increased.
- An intra-annual perspective of this phenomenon reveals that this trend, far from fading, accelerates. At the beginning of the second semester of 2020 the mentioned percentage was already around the 80%.
- The restaurants have undertaken their digital transformation through applications that manage mobile orders, the services of delivery or the options for takeaway. However are ignoring the possibilities geared towards personal meals on-premise managed through kiosks, QR codes and other digital menus accessible from mobile terminals.
- Payment system providers can occupy part of the space of food delivery companies if they manage to manage traffic for the restaurant. The high commissions charged by companies like Glovo, Just Eat, Deliveroo or Uber Eats would be enough incentive for restaurateurs will seek refuge in novel offers from operators with whom they already work, although these were limited to the management of orders and reservations.
The authors of the market study conducted by Insider Intelligence believe that these payment service providers are in the best position to offer a new disruptive system. If they pounced on this segment they could increase your customer base, strengthen their relationships with the restaurants in which they already have a presence and generate greater volume of benefits both for them and for their collaborators.
Electronic commerce and the digital transformation restaurants They limit many inefficiencies in the hospitality industry. However, we can not stop pointing out those commissions, often branded as abusive, that home delivery companies charge for each order. This could be the point that ends the story of those much maligned rates. The only additional alternative appears to be the management of its own fleet of delivery people.. A strategy of proven validity but which is not available to all establishments.