‘Our ultimate strategy is always to get more share through our own websites then through third-party marketplace,’ says Alex Atwell, Salata’s marketing director.
During the early days of third-party delivery, restaurants latched on to aggregator sites like DoorDash, Uber Eats and Postmates to capture a digital-savvy consumer that eluded them.
Third-party delivery apps offered convenient, one-stop shopping for meal delivery. But with aggregator commission fees strangling profits amid the coronavirus pandemic, restaurants are saying enough is enough. They are looking to reclaim their digital business by making their branded ordering channels irresistible and easy for consumers who have grown reliant on contactless ordering.
Strategies from top players such as Taco Bell, Wendy’s, Starbucks, Denny’s and Chipotle Mexican Grill include offering direct delivery through a restaurant’s app and improving loy...
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