Delivery deals – The best strategy for competing with them
Everyone has seen at least one pizza commercial. Sometimes they are funny. And other times they are offering delivery deals. Or perhaps there is a carry out special. Whatever the promotion may be, it is always enticing in some way. Maybe something is free. For example a free delivery, or a free appetizer when a delivery is ordered.
Similarly there may be buy one get one free deals. There may also be half off the menu price, or a no sales tax holiday. All with free delivery, of course. And this is just a handful of the delivery deals that are out there. With all the deals and incentives it seems unlikely the solo courier can compete. And still make enough for bread and butter.
With this in mind, delivery deals do have an impact. They can shift a delivery rush as well as influence an entire delivery zone. Furthermore they can change the focus of deliveries to in-house crews. For example, a popular pizza chain is running a delivery deal. Not only is this a business draw for the pizza chain, but also the in-house delivery crew.
Delivery Deals
Once the delivery deal catches on, it takes root. If the deal is good enough, it will get a lot of use at first. Similarly, the solo courier will get less use. This is when a good strategy can help. The solo courier has the advantage of being able to select a zone. Selecting a zone with a variety of merchants is an excellent way to level the playing field.
Furthermore a large selection of merchants can help dilute the effects of delivery deals. With a larger base of selections, the delivery deals aren’t able to saturate the market as much. Therefore a zone can be productive, even if the one next to it is not. This technique works well when several zones are next to one another.
The other strategy is off times. In other words, looking for delivery offers during non-peak hours. These are also times when those delivery deals are less likely to be used. Delivery requests during non peak hours are usually more specialized. Furthermore, in some cases, the delivery requests can be larger than most.
Therefore it is less likely there will be as many mainstream delivery deals during non-peak delivery hours. This is a strategy. Therefore, it will need tweaking. Additionally, there will be trial and error. However, it is a good start to competing with the delivery deals. Stay safe out there.
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