reaperinvest Food Delivery Strategy
When to Use This Skill
Use this skill when you need to:
- Launch or optimize food delivery operations for a restaurant
- Select and manage third-party delivery platforms
- Design delivery-specific menus, packaging, and pricing strategies
- Build quality control procedures for delivery orders
DO NOT use this skill for meal prep or meal kit businesses, grocery delivery, or catering logistics. This is for restaurant delivery operations.
Core Principle
DELIVERY IS A DIFFERENT PRODUCT THAN DINE-IN — THE FOOD MUST ARRIVE LOOKING AND TASTING AS INTENDED. IF A DISH DOES NOT TRAVEL WELL, IT DOES NOT BELONG ON THE DELIVERY MENU.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|---|---|
| Restaurant type | "What type of restaurant and cuisine?" | No default — must be provided |
| Current delivery status | "Do you currently offer delivery? Through which platforms?" | Not yet — planning to launch |
| Menu suitability | "Which menu items travel well? Which do not?" | Unknown — needs evaluation |
| Delivery radius | "How far are you willing to deliver?" | 5-mile radius |
| Capacity | "Can your kitchen handle delivery volume on top of dine-in?" | Limited — need to manage carefully |
| Budget | "Are you willing to absorb platform commissions or pass costs to customers?" | Pass through as delivery fee markup |
GATE: Confirm the brief before building the strategy.
Phase 2: Platform Strategy
Platform Comparison
| Platform | Commission | Reach | Best For |
|---|---|---|---|
| DoorDash | 15-30% | Largest US reach | Maximum exposure |
| Uber Eats | 15-30% | Strong urban presence | Urban markets |
| Grubhub | 15-30% | Northeast strong | Regional focus |
| Direct (own website) | 0% + processing fees | Your customers | Repeat customers, higher margins |
| Toast/Square delivery | Lower commission | Integrated with POS | Existing Toast/Square users |
Platform Strategy Options
| Strategy | Description | Margin Impact |
|---|---|---|
| Multi-platform | List on 2-3 platforms for maximum reach | Lowest margin, highest volume |
| Platform + direct | Use 1 platform for discovery, push repeat orders to direct | Balanced |
| Direct only | Own ordering website or app | Highest margin, requires marketing |
Pricing Strategy for Delivery
- Option 1: Raise delivery menu prices 15-20% to offset commissions
- Option 2: Keep same prices, absorb the commission (builds volume)
- Option 3: Create delivery-exclusive combo deals with built-in margin
GATE: Confirm platform and pricing strategy before designing the delivery menu.
Phase 3: Operations
Delivery Menu Design
Evaluate each menu item for delivery suitability:
| Criteria | Pass | Fail |
|---|---|---|
| Holds temperature for 30 minutes | Yes | Disqualified |
| Does not get soggy or wilt | Yes | Modify or remove |
| Looks presentable after transport | Yes | Modify or remove |
| Can be reheated without quality loss | Bonus | Not required |
| Packs efficiently | Yes | Modify container |
Menu rules:
- Remove items that do not travel well (crispy items that go soggy, items that require precise plating)
- Add delivery-friendly items (bowls, wraps, sealed containers)
- Create delivery-only combos that increase average order value
- Offer family-size or multi-person options for higher ticket
Packaging Standards
## Packaging Requirements
| Food Type | Container | Seal | Notes |
|-----------|-----------|------|-------|
| Hot entrees | Microwave-safe, vented | Tamper-evident sticker | Vent prevents sogginess |
| Cold items | Separate container | Sealed lid | Keep away from hot items |
| Sauces/dressings | Small sealed cups | Snap lid | Always on the side |
| Drinks | Sealed cups with lids | Bag separately | Upright in carrier |
| Sides | Compartmentalized or separate | Sealed | Label each container |
**Additional:**
- Include napkins, utensils, and condiments in every order
- Add a branded sticker or thank-you card
- Use tamper-evident seals on all containers
- Bag hot and cold items separately
Quality Control Process
## Delivery Order QC Checklist
Before handing off to driver:
- [ ] All items in the order are present (check against ticket)
- [ ] Hot food is hot, cold food is cold
- [ ] Sauces and dressings are packaged separately
- [ ] All containers are sealed with tamper-evident stickers
- [ ] Utensils, napkins, and condiments included
- [ ] Order is bagged correctly (hot/cold separated)
- [ ] Receipt or order summary visible on the bag
Phase 4: Polish
1. Delivery-Specific Metrics
## Delivery Metrics
- **Delivery order volume:** Orders per day/week
- **Average delivery ticket:** Target 20-30% higher than dine-in
- **Delivery revenue as % of total:** Track growth over time
- **Platform commission costs:** Actual $ paid per platform per month
- **Order accuracy rate:** % of orders with no errors (target: 98%+)
- **Delivery rating:** Platform rating and review scores
- **Refund/complaint rate:** % of orders with issues (target: under 2%)
- **Prep-to-pickup time:** Average minutes from order to driver handoff
2. Customer Experience Touches
- Include a handwritten or printed thank-you card in every delivery
- Add a QR code linking to your direct ordering site (saves future commissions)
- Offer a small loyalty incentive for direct orders: "Order from our website next time and save 10%"
- Respond to every delivery review on platforms
3. Quality Checklist
## Delivery Strategy Checklist
- [ ] Delivery platforms selected with commission rates understood
- [ ] Delivery menu curated (items that travel well only)
- [ ] Delivery pricing strategy set (markup, same price, or combos)
- [ ] Packaging standards documented with container specs
- [ ] Quality control checklist posted at the delivery station
- [ ] Kitchen capacity plan accounts for delivery + dine-in volume
- [ ] Delivery metrics defined and tracked weekly
- [ ] Direct ordering option available (own website or system)
- [ ] Customer experience touches planned (thank-you cards, loyalty offer)
- [ ] Staff trained on delivery order workflow
Example
Restaurant: Fast-casual Thai, launching delivery
Delivery menu adjustments:
- Removed: Crispy spring rolls (get soggy in transit)
- Modified: Pad Thai packaged with sauce on the side (prevents mushiness)
- Added: Thai Bowl combo (rice + protein + sauce, $14) — delivery-exclusive
- Added: Family Pack (4 bowls + appetizer, $48) — delivery-exclusive
Pricing: 18% markup on delivery platforms. Same price on direct ordering website. Direct ordering promoted with "Save 15% — order from our website" card in every delivery bag.
Anti-Patterns
- Putting your entire menu on delivery — not every dish travels well. A soggy delivery order loses a customer permanently.
- Ignoring packaging — food that arrives cold, spilled, or mixed together gets a 1-star review. Invest in proper containers.
- No quality check before handoff — wrong items and missing utensils are the top delivery complaints. Check every bag.
- Same prices as dine-in on platforms — you are paying 20-30% commission. Either raise prices or accept the margin hit consciously.
- Not promoting direct ordering — every delivery platform order costs you 20-30% in commission. Push customers to your own ordering channel.
Recovery
- Low delivery ratings: Audit the last 10 negative reviews. Most complaints are: wrong items, cold food, or missing items. Fix the QC process.
- Platform commissions are too high: Negotiate rates (possible at higher volume), raise delivery prices, or push customers to direct ordering.
- Kitchen cannot handle delivery volume: Set delivery order limits during peak dine-in hours. Stagger availability.
- Food quality suffers in transit: Redesign packaging. Test by ordering your own delivery and eating it 30 minutes later. Fix what does not work.