What is delivery and how to apply it to your food service business
Delivery has stopped being an optional extra and become a sales channel in its own right. Many food service businesses already generate a significant share of their turnover through home delivery, without having needed to enlarge their premises or hire more front-of-house staff.
If you are thinking of launching into delivery, or want to understand better how it works before taking the plunge, this guide explains what it is, how it differs from takeaway and how to set it up in a structured way.
What delivery means
Delivery is a service in which a business delivers its products directly to the customer's home, or to the address they specify. The customer places an order (by phone, website or app), the restaurant prepares it and a courier drops it off at its destination.
The difference from takeaway is important: with takeaway, the customer travels to collect their order. With delivery, it is the restaurant that does the travelling. This difference has a direct impact on logistics, costs and packaging.
Although the term "delivery" is sometimes used as a synonym for "takeaway" in the broad sense, in food service the distinction is essential, because the operational processes are different.
Delivery vs takeaway: main differences
| Criterion | Delivery | Takeaway |
|---|---|---|
| Who travels | The restaurant (courier) | The customer |
| Where the meal is eaten | At home or at another address | Wherever the customer decides |
| Additional cost | Yes, generally (delivery fees) | No, usually |
| Logistics required | In-house delivery or external platform | None |
| Packaging required | Sturdier, more airtight | Standard |
| Area of operation | Limited by time and distance | Around the premises |
Both models can coexist in the same business, and that is in fact the most common case. Takeaway generates turnover with few additional costs, while delivery extends your customer base to those who cannot or do not want to travel.
Benefits of adding delivery to your business
Setting up delivery involves upfront costs (packaging, platforms, logistics), but the benefits are clear if the system is well structured:
- You widen your customer catchment without enlarging your premises. Your restaurant may have 30 seats, but your delivery service can reach hundreds of households within a radius of several kilometres.
- You add an independent sales channel. In quiet periods in the dining room, delivery can make up part of the turnover. And during slots when dine-in service is closed or limited, it can become your only active channel.
- You reach customers who will never come on site. Some people rarely go out to restaurants but order at home. Delivery gives you access to this segment.
- You strengthen your digital visibility. Being on delivery platforms is like appearing in a restaurant directory consulted by millions of people, visibility that is hard to achieve otherwise without a marketing budget.
- You modernise your brand image. A business that handles delivery well projects a professional image suited to current consumer habits.
How to set up delivery step by step
1. Assess feasibility before you start
Not every business is suited to delivery, depending on its location or concept. Before investing, ask yourself these questions:
- Is there demand for delivery in your area?
- Are your competitors already offering it?
- Is your kitchen suited to transporting dishes?
- Can you absorb more orders without degrading dine-in service?
If most of the answers are yes, you can go ahead. If not, it is better to fix certain points before launching.
2. Adapt the menu for transport
Not all dishes are suited to delivery. Some deteriorate, lose texture or presentation. Select those that meet these criteria:
- They keep their temperature during the journey
- They do not lose their texture or presentation
- They are easy to produce in volume
- They have a sufficient margin to cover packaging and logistics
It is normal to have a reduced delivery menu compared with the restaurant's. This simplifies production, speeds up service and reduces errors.
3. Choose the right packaging
This is one of the most critical points, and is often underestimated. Thedelivery packaging must withstand greater stresses than takeaway packaging: longer journeys, courier movements, temperature retention.
The essential criteria are leak-proofing, thermal resistance (hot or cold depending on the dishes) and materials that alter neither taste nor smell.
Packaging is also a branding tool: the customer sees your packaging before they see your restaurant. A neat, high-quality packaging creates a strong first impression.
4. Choose the distribution model
You have three main options:
- Own delivery: you manage your own couriers. Full control over the experience, but higher fixed costs. More profitable at high volume.
- External platforms: Uber Eats or Just Eat give you access to their customer base in exchange for a commission.
- Hybrid model: a combination of the two. Platforms bring volume, while your own channel (website, phone) lets you keep more margin.
To get started, going through a platform is often the simplest solution.
5. Define ordering and payment channels
The process must be simple: if the customer takes too long to order, they give up. Main options:
- Phone: simple but limited for handling several orders
- Website: more autonomous, no commissions
- Platform apps: immediate integration with their customer base
Tools such as Otter or Deliverect let you integrate orders with the kitchen and the till system. Online payment is now the standard: it reduces errors and speeds up delivery.
6. Set realistic lead times
Delivery time is a key factor in satisfaction. A time that is met, even if long, is better perceived than a short time that is not met.
Set a realistic time and communicate it clearly. In the event of a delay, inform the customer quickly.
7. Communicate the launch
Launching delivery without communication means losing much of its impact. Recommended actions:
- Social media post
- Instagram story or dedicated highlight
- Message to loyal customers
- Launch offer (discount, free item, free delivery)
FAQ: delivery in food service
What is delivery?
Delivery is the supply of meals or products to the customer's home, or to the address they specify, by the business itself or via a platform.
What is the difference between delivery and takeaway?
With takeaway, the customer comes to collect their order. With delivery, it is the restaurant that does the travelling to the customer.
Do you have to use a platform to offer delivery?
No. You can deliver yourself, use a platform or combine the two. To get started, a platform is often the simplest solution.
What packaging should you choose for delivery?
Leak-proof, sturdy packaging suited to the temperature of the dishes, which alters neither taste nor smell.
Conclusion
When well prepared, delivery is a sustainable growth lever for your business, and packaging is a key link in the chain. Discover Covr's takeaway packaging to equip your delivery service, or contact us for advice.
