Restaurant roundup: Goldbelly expands its offering
After taking a potentially devastating blow from DoorDash, Goldbelly diversifies its business. On Tuesday, November 9, the New York-based company, known for shipping food from local restaurants to consumers across the country, announced the launch of Goldbelly TV, a purchasable food content platform featuring live streams and pre-recorded videos. featuring chefs and restaurateurs.
“We’ve all been fascinated by food content for decades, but there’s always been a disconnect for consumers,” Joe Ariel, founder and CEO of Goldbelly, said in a statement. “Although you can see the food on the screen, and it’s the most delicious thing you’ve ever seen, there was never a way to taste it. We’re finally bringing the idea of ’Taste’ to life. -o-Vision,” giving people the first truly immersive dining experience.”
The announcement came the day after DoorDash announced its new domestic shipping feature, which effectively replicates Goldbelly’s business model.
DoorDash’s audience is far greater than Goldbelly’s, which makes this new launch a very real threat. By launching this suite of content, Goldbelly has the opportunity to expand its brand experience beyond its online store, potentially differentiating itself from its much larger competitor.
“For the first time ever, chefs will be able to connect directly with their fans,” said Art Edwards, head of the company’s new production arm, Goldbelly Studios. “Goldbelly TV is just the first step for us in democratizing how chefs and food makers reach new audiences nationwide – while making the world a more delicious place.”
Wendy’s operates shadow kitchens to circumvent construction challenges
As businesses grapple with supply chain constraints and labor shortages, building a restaurant from the ground up becomes more difficult. As a result, Wendy’s is turning to its delivery-only shadow kitchen partnership with REEF in select regions to help the company achieve its ambitious unit growth goals.
“You expect a growth rate of 5% to 6% next year, and the majority of that is driven by REEF, since the 700 units [planned over the next five years] could be evenly split across all years,” Wendy’s Chairman and CEO Todd Penegor told analysts on a Wednesday, Nov. 10, call to discuss the chain’s third-quarter earnings.
Chief Financial Officer Gunther Plosch added that these restaurants “obviously have super-fast building types”, which makes them much easier to open than traditional restaurants, given the current constraints.
These non-traditional restaurant openings come as demand for digital delivery orders increases, compared to pre-pandemic sales. PYMNTS study The Bring-It-To-Me Economy: How Online Marketplaces And Aggregators Drive Omnichannel Commerce, created in collaboration with Fiserv’s Carat, found that 58% of consumers order food from restaurants online more often than before March 2020.
See also: Bring-It-To-Me Economy Advances as Consumers Embrace Home-Centric Lifestyles
In fact, 48% of restaurant customers order more often from restaurant direct delivery channels, and 46% from third-party aggregators.
Penegor noted that in addition to rolling out mobile ordering in new markets, the company also aims to “onboard new delivery partners” in its efforts to grow its digital sales.
According to data from PYMNTS’ 2021 Restaurant Readiness Index, created in collaboration with Paytronix, 23% of quick-service restaurant (QSR) chain sales now come from third-party aggregators, nearly double the share ( 12%) from their direct order delivery channels.
Read more: QSR’s Lagging Loyalty and Reward Investment Harms Innovation and Sales
Inspire Brands opens its first multi-brand ghost kitchen
Also in ghost kitchen news, Inspire Brands — the parent company of Dunkin’ and Baskin Robbins, among other popular restaurant brands — announced on Tuesday (November 9) the opening of its first multi-brand location, just for the delivery.
With foods from Arby’s, Buffalo Wild Wings, Jimmy John’s, Sonic Drive-In and Rusty Taco, the company promises this so-called Alliance Kitchen will cut labor costs by 54% and equipment costs by 45%.
“Inspire is uniquely positioned to leverage a concept like Alliance Kitchen, the first shadow kitchen launched, owned and operated by a multi-brand restaurant company,” said Stephanie Sentell, senior vice president of restaurant operations and innovation, in a press release.
“We look forward to continuing to test and learn with Alliance Kitchen as we find new ways to bring convenient, digital cooking experiences to our customers.”
Red Robin leverages loyalty upgrades to drive Q4 success
Red Robin is set to launch a new loyalty program, aimed at improving its segmentation capabilities to drive digital sales. On Wednesday, Nov. 10, CEO Paul Murphy told analysts during a channel’s third-quarter earnings call that the company aims to leverage this new loyalty program to boost online conversion and increase spending. .
“In the fourth quarter, our new loyalty platform powered by Punchh, a proven player in the restaurant business, will enhance our loyalty campaign and communication capabilities,” Murphy said. “Our improved and more relevant integrated digital customer experience is expected to launch smoothly in Q4 and drive additional customer frequency, traffic and verification.”
According to the Restaurant Readiness Index, consumers rank the availability of loyalty programs as the best way to entice them to spend more on their orders.
Research from the July-August edition of PYMNTS’ Delivering on Restaurant Rewards report, created in collaboration with Paytronix, reveals that 72% of diners at table-service restaurants want to be rewarded for their loyalty with free food, and 57% want to be rewarded. with personalized coupons or discounts.
Related News: Two-thirds of consumers find restaurant rewards impersonal