Restaurant tech stacks give operators key data insights about the order journey, from the time the order was placed, to the time it was fired, how long it took the team to prepare and the time the order was given to the customer. This creates a “digital chain of custody,” providing clarity and allowing operators to have data-based discussions about the operation, the customer experience and orders.
But for off-premise orders, there are missing links in the digital chain—especially for third-party delivery. Once an employee sets a delivery order on a shelf for pickup, the data is reliant on manual inputs to record the remaining steps in the order journey. And it’s often not 100% accurate.
Now, operators no longer have data for key moments in the quality of the customer experience, and they’re left with unanswered questions:
- How long has the order been waiting?
- What time did the delivery driver pick it up?
- When was the driver notified?
- Did the right person get the right order?
The high cost of missing delivery order data
So, what’s the harm in missing out on a few details in the order journey? As many restaurants have seen, quite a lot. Without answers to those questions, the team is in the dark when it comes to resolving customer complaints about slow delivery times, food that’s not hot or fresh, receiving the wrong order or not receiving the order at all.
Of course, operators do whatever they can to make it right, and hopefully keep those customers. This means expensive remakes and comps, as well as disruption and lost productivity for employees. However, there’s little recourse when it comes to resolving these complaints with delivery service providers if operators don’t have the data to support their claims.
Smart food lockers provide the missing data
It’s easy to see why data accuracy matters. It’s also why many leading brands now use smart food lockers like the OrderHQ™ locker from Apex to manage off-premises order handoff. The locker automatically records key steps and times in the order fulfilment process that operators wouldn’t have otherwise and provides data insights through its ApexIQ™ software that can be easily integrated with the tech stack.
With this integrated solution, operators know when the order was placed in the locker, when the notification was sent and precisely when the delivery driver picked it up. And operators have an end-to-end digital chain of custody for the off-premise order journey.
Now, restaurants can make data-driven decisions to optimize every step of the off-premise order journey. This allows for accountability from both employees and delivery service providers. Operators can then negotiate delivery service contracts with more details and accurate information.
Most importantly, it allows operators to create the best off-premise operation they can, ensuring efficient pickup for delivery drivers and delightful off-premise experiences for customers—the kind that bring them back next time.
This post is sponsored by Apex Order Pickup Solutions