Category Archives: Catering Operations

Grub hub? Doordash? Uber? Postmates? Dispatch?- Stop wasting your time

 

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OK.  I am going to upset a lot of people with this post tonight.  I’ve been at this for far too long and have watched our customers work way to hard to grow their restaurant companies.  And so, I’m throwing my hat into the ring on this 3rd party delivery issue.

As a restaurateur, are you feeling confused about your options of how to handle 3rd party delivery services?  Are you being bombarded by Doordash, Postmates, UberEATS and so many other providers promising you the moon?  Promising you more sales?

Well, good luck with all that!  It’s a shakedown!  None of these services are adding value or growing your sales.  It’s a ticking time bomb.

Read this article in the Washington Post last week, “Not All Restaurants Are Fans of Food Delivery Services“.  The author does a great job at demonstrating how restaurants are losing control over their brand and off-premise experience.

I applaud In n’ out Burger for taking a stand and suing these guys for misrepresenting their brand.

Need more?  Check out these employment reviews about Doordash one of the darlings of the industry.  That’s a whole lot of bad will right there.  These are the people that are delivering your brand to the consumer.  Do you really want your restaurant to be reflected this way?

Here is another guy, taking to Youtube to show how Doordash is messing him up.

Postmates?  No better.  Check out this reality.

And then there are these guys!  These heavy hitters are claiming that they are going to revolutionize the business.  Not a restaurant operator in the bunch.  Technology engineers that are pitching their “fast growth” stories to Wall street and getting billions of dollars in funding.  Do they have any appreciation for restaurant operations?

None of these companies seem to care about your restaurant operations.  If they did, they would appreciate how complicated they are making things for restaurants.   As a matter of fact, they are working hard to further disrupt your restaurant operations, and they are taking a piece of the action while they do it.  And because this is a technology play, people will get super rich in the process.  This has Dot Com all over it.  The business model is doomed.

Well, I am really concerned about where this is going.  It’s a runaway train and it’s going to create dismal economics for our industry.  A lot of restaurant companies are going to go out of business in the process.

Let me share with you that I have worked in restaurants for more than 20 years.  And I can tell you, delivery for takeout is (and always has been) a challenge.

Let’s work on an example:

  1.  Let’s take a transaction of $12.00 (sandwich, drink and cookie)
  2. If you are a GREAT operator, your gross margins are at best 35%.
  3. This gives you a gross profit of $4.20
  4. 3rd party delivery services are charging 18% – 25% as a commission.
  5. This equates to $2.16 to $3.00
  6. This reduces your gross profit to $2.04 – $1.20.
  7. Your realized gross margin is actually 17% – 10%, depending on your arrangement.
  8. If you look at the math, you will actually see that with this scheme, you are splitting 50% or more of your gross profit with these services.  It’s just not affordable.

Now, I can tell you from experience that with a gross margin this dismal, it is impossible to make any money on this transaction.  In fact, I might argue that you will lose money on this transaction and you are better off not taking the business.  This is steep discounting.  It’s not going to work.

So go ahead!  Ramp up your takeout delivery business with these 3rd party players and watch your profits fly out the back door.  Watch your customers walk out the door and watch as you lose total control over your takeout business.  BEWARE!

Here are some additional facts:

  1.  The customer is not yours.  The customer belongs to the 3rd party delivery company.  The orders are being placed in their database and systems.
  2. Depending on your agreement, the more you pay and the more transactions you allow, the higher your listing and more visible your restaurant is on their websites.  They will drive more “non profitable” business your way.
  3. Not one of these 3rd party companies is making any money.  They are ALL being funded by Venture Capital and Private Equity.
  4. The business model is not sound.  Neither restaurants or the delivery companies can sustain this model.
  5. Their valuations are starting to decline.

Conclusion:

If you want to deeply discount your products and quickly cannibalize your sales, sign up for these 3rd party delivery services today.  It’s a sure way to lose your money, and fast.  Oh, they will bring you a “ton of sales”.  Thats for sure.  But you will lose money on each one.  Good luck with that.

Delivery for takeout has always been a challenge because the cost of distribution is prohibitive.  Delivery for catering works because the order values make sense.  You can afford to absorb the cost of distribution when an order is a few hundred dollars.

Saying that, do you want this guy doing your catering delivery?  Seriously?

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This topic is complex.  My recommendation for restaurants is that they should focus on the basics.  Do what you do well.  Focus on your core business strategies and don’t run head on into a technology gold rush.

If you want to do delivery, than do it yourself.  Do a good job.  Take good care of your customers and just do a good job.  Pizza operators have done that forever.  Just ask them.

Focus on a solid catering and takeout program and take care of the extra mile yourself.

My two cents.

 

 

 

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The Importance of Employee Training To Boost Catering Sales

My passion has always been about the people.  Nothing makes me happier than training restaurant employees to do more catering.  It’s the work we are focused on at The Catering Institute.

I believe that the only way to really impact sales in a positive way is through ongoing development and training.  I was doing research on the importance of training and found this video.  Thought I’d share it here.

Through my travels as the CEO and Founder at MonkeyMedia Software, The Catering Institute and Catering Insights, I have come to learn that it really is about the people.

Want to get more catering sales?  Invest in your people.  Send them to a Catering Sales Management Workshop in Dallas this October.

Certainly, you will yield results.

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Erle’s Top 13 Reasons Why a Restaurant Catering Operation Fails

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Erle Dardick, CEO & Founder of the Catering Institute and MonkeyMedia Software

I was looking at some old files today and then I found this fun image that my friend Mike Tyler made for me a few years ago!  Those were from the days long before the Catering Institute!  Life is so much different today…. As the Catering Institute continues to evolve, so do I!

Today at the institute, we have successfully trained more than 2000 satisfied foodservice students using our various classes and curriculum.  We have also had tens of thousands of restaurateurs download our various resources, articles, essays and webinars.  Check out this video to see how much fun we have during our training sessions.

Much of my work these days in our software division,  MonkeyMedia Software ,is to remind and teach our team to remain true to the key principles that we have documented using the business framework of the ‘5 Pillars of Successful Restaurant Catering‘.

The way I see it, our software division has a core client responsibility.  They must use the 89 characteristics of the 5 Pillars to benchmark the operations.   (Call me at 604-831-7422 if you’d like to discuss the characteristics).  Using our scoring systems allows the group to decide as to whether or not a restaurant company is ready to implement our world class technology into restaurant operations.  We have so much experience now to know that  companies that are trying to implement sophisticated technology on top of poor business processes, are not suited for a successful implementation.  They must score high on the 89 characteristics that we have documented to succeed with software implementation.

And so of course the story goes.  It is the 89 characteristics that the Catering Institute will to continue to work on…..

And so, this leads me to today’s list of reasons why I believe off-premise programs fail.  I’m sure there are dozens more that we could add.  Here goes…..

1.  Lack of a documented takeout, delivery & catering strategy 

2.  Inability to establish standard operating procedures.  Management of off-premise business by “seat of the pants”

3.  Frequent critical incidents “putting out fires is common practice”

4.  No focus on takeout, delivery & catering as its own business unit

5.  Lack of investment

6.  Lack of  leadership and catering business experience

7.  No Separation of Menu Items between takeout and catering

8.  No differentiation in packaging between takeout and catering

9.  Too many service gaps

10.  Lack of catering authenticity

11.  Lack of management commitment to catering

12.  Lack of operational evaluation tools

13.  Inability to start entrepreneurial businesses 

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