Now that restaurant operators are well aware that doing Food Delivery is an important way to make the business 'survive' and expand their business, some still don't know where to start, not knowing where to start feeling their way or how to get there. But don't worry, because today we have 'Chef Job-Nathinee Plodthong', a restaurant expert and consultant from Makro HoReCa Academy, who is experienced in giving advice to many restaurants. Chef Job will show us the importance of doing Food Delivery and give advice that all entrepreneurs should consider carefully when thinking of adapting to do Food Delivery.
How is delivery important and a 'survival'?
Not everyone who does delivery will survive. Although almost all entrepreneurs are starting to realize the importance of delivery as a 'survival', it's not true that all entrepreneurs who go up to the application will sell equally well. Or even if they do, they find that
After deducting various expenses, you may not make as much profit as you thought. You may even end up with a huge loss. The reason for this is because many people may not know how to think and manage this important matter. Today, Chef Job has brought 5 tips that entrepreneurs should consider. 1. Is there too much food to choose from? Is it suitable or ready to be delivered from the restaurant to the customer? Some entrepreneurs are used to selling Dine In or selling at the store. When they want to do delivery on the application, they usually put all the dishes on the application. However, some dishes may not be suitable or do not have a good management method in order to deliver to the customer with a quality and taste similar to eating at the restaurant.
Too many menus are not a good thing. Choose the right menu. “For example, you eat Pad Thai in a restaurant, which is cooked and delivered from the kitchen to your table within 3 minutes. The noodles are not soggy or stuck together, and the fresh vegetables that come with it are not soggy. We ate Pad Thai that was very delicious. But this is the ‘experience’ at your restaurant. Even customers come to buy and take home, no one complains. But don’t forget that when customers buy to take home, you make good, hot food for them. When they take it out, it is their responsibility. Whether the noodles are soggy or stuck together is not the restaurant’s responsibility. We have no way of knowing when the customers will go to eat. Customers come to buy and take home by themselves, and they have to take care of their own food. That is what customers can accept.
But for delivery, it's another story. Customers expect that when food is delivered and opened, it will still be delicious and of good quality." Therefore, the first important thing to consider is whether the menus we have selected to be on the app platform are too many and are they appropriate? How can we make the food still taste good from the minute it leaves the kitchen until it reaches the customer's hand? Or if it tastes less delicious, it must be at an acceptable level that everyone will accept and will not come back to complain that our food is not delicious or of good quality. Another thing is that some customers may know our restaurant from trying delivery, but if they have a bad experience from ordering for the first time, they may not order again or even not go to use our service at the store at all. This would be a waste of an opportunity." In this regard, it can be concluded that having too many menus is not an advantage because in one way, it does not encourage customers to make a decision. It is like having so many that they do not know what to eat. Therefore, we should really choose only the signature menus, the menus that are good at our restaurant, and have a management method that makes them delicious when delivered to customers. Another important thing is that they are menus that we can sell and make a good profit.
2. Food packing methods and packaging must be appropriate.
Packaging methods and packaging selection have an impact on customer experience. No matter what type of food your restaurant sells, there are some things that every restaurant should consider:
What kind of packaging method will prevent the food from losing quality, still looking good, rich in flavor when traveling from the restaurant to the customer? Because the packaging method and the choice of packaging will affect the customer's eating experience, which will be the deciding factor in whether they will use our service again next time. If the food is not well packed and the quality is not good, the customer may not come back to use our delivery service again.
3. Cost management. Entrepreneurs who decide to do delivery with various applications know that the inevitable thing is the GP cost that will definitely increase. In this regard, we must first understand that many
Food delivery apps have costs to run the system and market on our behalf , and each app has its own costs. If the GP setting is based on fairness, it should be okay and acceptable. 
4. Promotions: Don't think they're not important. Many shops, once they're on the app, tend to stay there without doing anything. They just let customers swipe their fingers to see them and press to order. If that's the case, then you're very lucky. But business owners need to understand that if...
If you want to do delivery and succeed, nowadays there are many competitors. You should set a budget for promotions. You have to study which applications have gimmicks for us to do promotions in order to promote the shop to be popular. For example, the Robinhood application does not charge GP but has an LS function that allows each shop to give discounts to customers directly. In addition, organizing a discount promotion is an incentive for customers, especially customers who have never used our services before. They will have the opportunity to try the food and if they like it and have a good experience, they will become regular customers in the future.
5. What application should I choose?
Various Food Delivery Platforms Each has its own details and strengths. Many shops that start doing delivery often have questions like:
"Which app should I use?" I must say that each platform has different details. There are apps that require and do not require GP fees, and their features are also different. The first important thing is to look at which apps customers usually order food from in your area. Each area throughout Thailand has different service platforms. Some platforms may provide service in every province, while some are not comprehensive. For areas with many app options, I must say that sometimes we cannot guess which app customers will flock to at any given time. Many customers have almost every app and will order when the app has a promotion. Therefore, as an entrepreneur, if you can accept the terms and conditions of any app, such as payment terms, GP collection rate, whether there is VAT or not, etc., if we can manage these things, we should put ourselves in every app. After that, we can gradually consider which app brings us the most sales and are satisfied after deducting expenses. Then we can choose. Entrepreneurs should consider the pros and cons of each app and choose the best for our shop. "Another important thing I would like to say is: If you are a newbie who is about to do delivery and say, “I will only use the ones that do not charge GP,” it does not mean that you will get customers. The smart thinking is to try with all of them to see how the results are different. For example, if you have set aside a promotion budget, try to do it to see how each app allows you to do promotions. And when you have done it, which channel is the most effective? Instead of distributing to all of them, gradually focus on doing promotions with the channels that give the most benefits to our shop. And you have to manage to get the most benefits on each platform.” 
