1. Be prepared for the rogue deliverer
In-N-Out and Legal Sea Foods both made headlines when they sued deliverer DoorDash for delivering their food without permission. But this is the norm for the bigger third-party companies, says Dwyer. They deliver a concept’s food without permission and use the concrete numbers to sell the chain on partnering up.
That was the case for Umami Burger, which paired up with the services in part because customers expected to see the chain on the third parties' sites. The lesson, says Dwyer, was to keep in mind that not all delivery orders always come straight from customers. Many are placed by the third parties. Because of that, Umami is redoing its online ordering platform to accommodate both the influx of orders and the indirect contact with the customer.