Earning a Failing Grade for Restaurant Delivery? Accurate Quoted Times Drive Satisfaction

By Jennifer Wiebe

In pursuit of a “snapshot view” of delivery service, food service packaging manufacturer Sabert Corporation marked the National Restaurant Association show with what they dubbed a “Pressure Test,” ordering food from a variety of Chicago area restaurants using a combination of phone, mobile, and web ordering services.

Most of the restaurants did poorly: delivering hot and cold foods together in a single bag, using improper and/or unbranded packaging, using unprofessional delivery contractors, and arriving late with cold food.

These were not pizza operations, and in most cases, delivery represented only a small percentage of their business. But poor service does damage to a brand regardless of volume—and unfortunately, even brands that specialize in delivery can demonstrate these points of failure.

One of the most common and potentially damaging is the late delivery. The key factor here is not speed, but customer expectation. Where the real damage happens from a customer satisfaction standpoint is in setting the expectation that a delivery will arrive at 6 PM and then not showing up until 6:15. Or  6:30. Or 6:45. Sound familiar?

Late deliveries are a lingering problem for many operations because there are multiple points of failure: kitchen problems that delay an order out the door, inefficient scheduling or dispatch, or drivers who get lost or have their own agendas.

A point of sale system can provide control over these potential failure points by:

  • tracking kitchen and driver performance,
  • setting realistic “quoted times” based on kitchen load and performance,
  • emailing an accurate time of arrival when the order is dispatched,
  • grouping orders and streamlining driver assignment with visual dispatch, and
  • navigating the best route in current traffic on the driver’s phone.

Cheat sheet—improve your delivery grade:
Read the Driving Delivery Ebook now

Posted on Thu, Jun 18, 2015 @ 08:06 AM.
Updated on April 24, 2019 @ 8:54 PM PST.

Posted by Jennifer Wiebe

An occasional contributor to On Point, Jennifer led the marketing team at SpeedLine from 2002 to 2018. She loves books, yoga, playing at the beach, and commenting on bad TV with her family.

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Tags: LiveMaps, restaurant delivery

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