Delivery | Product Spec
- Fernandes, Francisco
- Benet, Anton
FZ-view
Overview & Context
Over the past few years RBI has launched a number of initiatives to improve the overall experiences of guests across the brands. However, consumer trends and expectations are continually evolving. BK’s and PLK’s competitors, both big and small players are also quick to adapt and catch-up in meeting expectation in the overall journey of guest experiences. To remain competitive for our brands, RBI sees white-label delivery with a strategic focus to drive digital sales through a company owned channel. This enables us to control critical components such as user experience, customer data and profitability.
Currently, RBI has integrations with Bringg and Simply Delivery to act as middleware for white label order dispatching, management and reporting for both 3rd party delivery fleets as well as restaurant-owned delivery fleets.
Restaurants can have potential use cases for restaurants that want their own fleets:
Enable delivery orders for restaurants that are not covered by 3rd party fleets such as Doordash or Smood
Enable delivery orders for restaurants that want to employ their own drivers
Business Impact
More than a quarter of the sales at competitor’s restaurants in several markets are now coming through digital channels. Having delivery will enable restaurants to reach more consumers, it will also allow to create a smoother experience for the guests, allowing them to order from anywhere at anytime. In other ways, it is a way of having more convenient ways of ordering.
Primarily, it will improve customer satisfaction, which ultimately leads to retention.
As shown above, after introducing delivery in the US, in 2019, sales have been increasing - creating more value to the restaurants.
Metrics
The main goal of Delivery is to increase digital sales. The following metrics & KPIS can be used to also measure success:
Total # of orders
Delivery funnel conversion
Delivery Sales KPIs
Delivery Operational KPIs
Success rate on each delivery endpoint - time taken, if completed, among others.
What is a DMP (Delivery Management Provider)?
A platform that aggregates orders from various channels and allocates them to a driver. The driver can be an employee from the restaurant (own driver) or an employee from a third party company. Several companies provide this fulfilment service, becoming a DSP (Delivery Service Provider). In some cases, aggregators such as Uber Eats or Deliveroo provide this service. In other cases, there are companies that provide exclusively this service.
This platform will typically provide you with an in-restaurant screen / tablet to manage the orders / drivers, and a rider mobile application for drivers to receive the orders and get details about their destination(s).
I might have own drivers + drivers from multiple DSPs working for the same restaurant. How do I choose which driver delivers a certain order?
This will depend on your DMP. Some DMPs require manual assignment of orders, i.e. kitchen operator must assign a driver to each order. Other DMPs might assign them automatically, based on rules that you define (e.g. prioritize sending orders to the cheapest driver independent of the fulfilment time, or send orders to the fastest driver independent of the cost). In this case, the platform would likely allow you to attribute a cost to each driver type (e.g. Uber Eats drivers will fulfil each order for 5EUR; Deliveroo for 6EUR; own drivers cost me on average 3.95EUR). Speed would naturally be based on driver's location (closeness to the restaurant) and driver status (currently delivering; ready to deliver new order;...).
What do I need to have own drivers?
A Delivery Management Platform to manage all incoming orders, assign them to drivers, login drivers, etc.
This platform will provide you with a rider app, that drivers will use to dispatch orders to your guest's houses.
Employees working for your company to perform this task;
In-restaurant Ops adjustments (e.g. you might want to deploy a delivery coordinator in the kitchen) - for more info, connect with RBI's Ops team;
Equipment (helmets, brand uniforms, transportation bags);
Vehicles (optional, as the employees might bring their own vehicles)
-...
What do I need to have third party drivers?
A Delivery Management Platform to manage all incoming orders, assign them to drivers, login drivers, etc.
This platform will provide you with a rider app, that drivers will use to dispatch orders to your guest's houses.
A contract with a DSP (commercially, you must ensure someone is committed to provide this service for a specific fee - typically, per order)
An API integration between your DSP (e.g. Uber Eats, Deliveroo) and your DMP. Please note this is different than an integration to receive orders from the aggregators into your POS or any other platform. The fact that you have an order integration with Uber Eats will not ensure you can send orders to Uber Eats drivers so they only fulfil them. In fact, this will typically involve doing a separate integration. Your DMP provider is responsible for these integrations.
What DMPs is RBI already integrated with?
Check below in our Delivery | Product Spec
Currently working to bring Deliverect into the ecosystem
I would like to use a different DMP from the above, how can I do it?
The provider you select must integrate against our APIs, as described here: RBI Partners API. RBI will support in onboarding the partner, as well as providing the right keys. Please note sharing these materials with any entity not enrolled in a Non Disclosure Agreement (NDA) with RBI is strictly forbidden.
Partners - Bringg & Simply Delivery
Bringg
Bringg is one of RBI’s logistics provider for White Label Delivery Orders. They are responsible for coordinating delivery with any configured delivery fleets (e.g., UberEats, Smood, etc). These delivery fleets are responsible for managing the actual logistics of pickup and drop-off, and provide updates to RBI through Bringg.
Simply Delivery
SimplyDelivery is a 3rd party tablet based ordering & delivery solution that helps coordinating delivery with delivery fleets and overall management of the delivery processes.
User-view
UX/UI screenshots
BK UX/UI for Delivery scenario
Popeyes UX/UI for Delivery scenario
Content Management System
Sanity is the Centralized Content Management System that RBI uses. It holds all restaurant information, including service modes, coordinates, opening hours and enabled services, as well as all menu information, including combos and coupons.
A Centralized Content Management System means that all content for all channels can be managed through one CMS. For example, if you’d like to change the description of one of your menu items, you log into the CMS and change it once for all the channels - website, app and kiosk. All menu items, marketing tiles, coupons, static pages, etc. live in the same place and only need to be configured once.
In a nutshell, you can customize your entire Website, App or Kiosk in this platform.
Furthermore, RBI has a Knowledge Base for FZ’s to learn how to use the CMS platform at their own pace.
Delivery fees
Our platform also allows to set delivery fees and small cart fees depending on the basket value.
Small cart fee: applies when an order is below a certain threshold. E.g. all orders below $ 20 will have an extra fee of $ 5.00
Delivery fee: applies for all orders. Can be removed for orders above a certain threshold. E.g. orders above $ 40 won’t pay a delivery fee, orders below $ 40 will pay a $ 5.90 fee