How to Assess Whether Delivery Service Is Right for Your Restaurant

Do you want to deliver? For restaurants with a strong carryout program, the question is almost inescapable. Are you there yet?

Unless it is a vital part of your concept, delivery is not something to consider until your sit-down and/or carryout business is established.

"I strongly recommend delivery become an extension of the business, not the first thing you do," says Chris Tripoli, FCSI, principal of A'La Carte Foodservice Consulting Group. "And if you decide to do delivery, make sure you don't cannibalize your carryout sales. If you need to build sales in the to-go area, in general, think about running some new promotions, or based on your location and type of store, perhaps instituting curbside pickup," Tripoli says.

As with every expansion decision, whether adding items to your menu or starting a second unit, the most important rule is don't kill what is working for you.

"Big Dave" Ostrander, a pizza industry consultant, frequent speaker and former pizza operator, knows all too well about deciding whether to add delivery. "If you're already committed to medium to large off-premise catering parties, delivery is more or less the same thing. But taking single and double orders to people and scheduling those deliveries effectively [is a different matter]."

First and foremost, your due diligence is vital when making the yea or nay decision. Even with a "yes" decision, adding delivery isn't a one-size-fits-all proposition. You may choose an outsourced driver service, or not. You may decide to stay within limited geographic boundaries, or be flexible.