外送經濟崛起,實體餐廳如何提升饕客忠誠度?

去年國內最離不開你我的話題,莫過於餐飲外送平台(例如Foodpanda、Uber Eats、Deliveroo等)快速崛起。益普索台灣發表的《外食市場研究報告》指出,國內高達35%的人每週至少使用一次外送APP,估計各大平台營收超過300億元新台幣。外送經濟不只改變消費者生活型態,也改寫店家經營之道。Throughout 2019, the rapid growth of food delivery Apps, such as Foodpanda, Uber Eats, and Deliveroo, has been intensively discussed in Taiwan. According to the 2019 Dining Trend in Taiwan report published by Ipsos Taiwan, conducted with its innovative Synthesio social listening platform, 35% of consumers in Taiwan order food by using a delivery app at least once a week. The total revenue of all delivery apps is estimated to reach $30 billion NTD ($9740 million USD). The Delivery Economy marks an era where not only consumers’ lifestyle is transforming but also the successful business strategies of restaurant management has been rewritten.

美國研究機構伯恩斯坦(Bernstein)推估,外帶與外送在全球餐飲業中佔比已高達三分之一,且將持續成長,到了2030年總產值將達一兆美元。然而,隨著餐飲規則改寫,當外送占比過高,原本的商機可能轉而侵蝕餐飲業者獲利;美國華盛頓廣播電台WAMU網站就以「不可或缺的惡魔」(Necessary Evil)為標題撰文,探討業者在此趨勢下的兩難。畢竟,對實體餐廳來說,外送服務提升了能見度和擴展潛在客群,但也意味面對更激烈的競爭,以及外送服務所需的相關成本增加。當外送時代來臨,實體餐廳品牌要如何增加顧客忠誠度?
 
Based on research conducted by Bernstein, a brokerage, a third of the global restaurant industry is composed of home delivery, takeaway, and drive-throughs, which is estimated to be worth $1 trillion USD by 2030. However, under this emerging trend, when delivery accounts for a great part of the business of a restaurant, the opportunity could potentially become a risk, eroding a restaurant’s profit. WAMU, Washington's NPR station, highlights the reality by describing it as “a necessary evil” for restaurants to discuss the dilemma they are facing. After all, for a restaurant, delivery services can potentially improve its reputation with expanding the consumer base while it also means higher competitiveness and increasing relevant costs.  When the world is entering the Delivery Economy, what can restaurants do to strengthen diners’ loyalty?