Delivery aggregators are online ordering systems that collect food orders from different sources into a single system to simplify restaurant operations.
Key Takeaways
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Delivery aggregators can enlarge the order base, but at the cost of demanding exorbitant commissions (up to 30%).
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Apps for restaurants have better access to customer data and can give them tools for building loyalty.
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Order mistake risk is increased by aggregators’ potential lack of POS integration.
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Delivery aggregators, without a POS integration, increase the risk of orders being incorrect.
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Delivery apps work together with aggregators; branded apps give restaurants back some control.
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The delivery aggregators collect orders from different sources into a single system for the restaurants to better operate.
Is it worth using delivery aggregators for restaurants? It would be better to integrate multiple order platforms into only delivery platforms for easy order management. With advantages like improved menu synchronization, labor cost savings, and comprehensive sales analytics, they’re crucial for optimizing food delivery operations. This post discusses factors that make these delivery aggregators different from a restaurant app from the perspective of customer loyalty and their contribution towards the improvement of your business. So read on.
| Aspect | Delivery Aggregators | Restaurant Apps |
| Ordering Volume | High due to widespread platform use, but higher commission fees. | Lower commission fees, but dependent on customer loyalty. |
| Consumer Access & Data | Limited access to consumer data for marketing or quality control. | Full access to consumer data, enabling better marketing. |
| Cost Efficiency | Higher commission (up to 30%) per order, impacting margins. | Lower costs with direct orders and reduced commission fees. |
| Loyalty & Retention | Challenging to build loyalty due to reliance on third-party. | Easier to nurture loyalty with personalized offers and rewards. |
| Integration with POS Systems | Aggregators may not integrate directly, creating potential for errors. | Seamless integration, allowing for real-time personalization and automation. |
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What is a Food Delivery Aggregator?
A food delivery aggregator streamlines restaurant delivery operations by pulling orders from multiple platforms into a single dashboard. This allows efficient order management through a single system instead of many. Various tools like Cuboh integrate with POS systems to reduce order errors.
The delivery aggregator promotes restaurant-wide efficiency while allowing restaurants to focus on food and customer satisfaction. One platform manages all online orders and frees restaurants from the complexity of managing multiple delivery systems.
On the order side, you can have your own branded delivery app that seamlessly integrates with food delivery software like Onro, enabling smooth and efficient order management while maintaining control over customer relationships and costs.
Examples of Delivery Aggregators
Listed below are delivery aggregators that list restaurants but also deliver food to their customers:
- Just Eat (Europe, North America, Australia, New Zealand, Latin America via iFood)
- Deliveroo (Europe, Australia, Asia)
- Postmates (US)
- DoorDash (US)
- One Delivery (UK)
- UberEats (North/South America, Europe, Australia, New Zealand, Asia, Africa)
- Delivery Hero (Europe, Canada, Asia, Latin America, Australia, Middle East)
- Wolt (North, Central, and Eastern Europe)
An interesting note with which the present business model in courier industry rises is the growing food delivery segment throughout the food-value chain and perhaps more likely has tightened even further constraints for restaurants.
Why Are Aggregators Growing Fast?
With the help of order aggregators, small platforms like single-location cafes, restaurants, or ghost kitchens can have a smoother operation and also make things easier while needing more efficiency in running – either for a small or mid-sized business or even a chain. As far as order processing for multi-location management is concerned, such order integrations have optimized and simplified the processing of orders.
4 Key Differences Between Delivery Aggregators and Restaurant Apps
Mobile applications have become the most reliable form of post-pandemic restaurant delivery and sales channels. Optimizing online orders would be a critical thing for operators. Most restaurants are aggregators although they have their mobile apps and loyalty systems. For example, 77% of digital orders made by customers at McDonald’s company come through an app though the percentage varies across brands.
1. Comparing Ordering Volume of Aggregator Apps vs. Direct Channels
The aggregator portals such as Uber Eats, Just Eat, or Deliveroo offer great comfort to diners alongside commission rates that can be up to thirty percent for restaurants. These companies will not allow restaurants to access database listings of consumers that would otherwise give a restaurant the ability to market to that consumer or monitor the service’s quality. Price may be offered as one variable to compete in this aggregator business model.
Nonetheless, today almost every restaurant seems to head in that direction, having their direct ordering system on the websites, which is very lifesaving financially as they begin to feel the economic pressure on the business. Aggregators have been existing over the years and have been tanking into thousands of users while rapidly deploying the online delivery setup.
2. Consumer Motivation and Loyalty Potential
Moreover, studies indicate that price indeed affects how one chooses an aggregator; however, 28 percent of consumers said they’d still order directly from the source when possible. It takes years to build such a degree of loyalty; in the end, it should pay off in the form of lower costs due to less third-party commission; it opens up for restaurants the usage of customer information from buying.
The loyalty apps can have personalized offers, in-app campaigning, and signing up more customers through increased frequency and spending per visit. The aggregator commission in comparison to direct aggregators is substantially reduced by 30 to 40 percent, which plays a vital role in the overall customer journey.
3. Building Long-Term Customer Relationships
Nurturing loyalty is a restaurant’s responsibility. A branded mobile app will save some bucks on external platform commissions for customer retention, bonus points, order history, automated rewards, and other functions.
Once integrated with the POS system, the app can facilitate personalization and marketing automation in real time based on purchasing history and behavioral data.
4. Marketing, Communication and Automation
Any communication should be effective, and for first-time users, it should build a base relationship through personalized offers, brand stories, and unique values right on the app’s main screen, when customers come over from third-party applications.
Direct order experience can be enhanced and introduced by on-site advertisements, maybe with some special offers.
People who repeat orders are likely to convert through targeted marketing campaigns. Promo code giveaways could convert lapsed active customers and new ones into loyalists. Automation facilitates the ongoing process of converting second orders.
Three app order instances make for double returnees. Automated, data-driven digital marketing will facilitate such an in-app transformation.
FAQ | Delivery Aggregators
Through consolidations of different platforms, delivery aggregators assemble all orders into a single system that makes order processes efficient in restaurants and minimizes errors.
Aggregators charge heavy commission fees while bringing better reach; restaurant apps charge lower fees and fare better to build direct customer loyalty.
Delivery aggregators enhance efficiency and minimize expenditures by further offering comprehensive analytics. They combine all order handling into one platform while at the same time serving other functions.
Conclusion
Delivery aggregators have simplified the process of managing orders for restaurants, improved the efficiency of restaurants, and better-reached customers. However, restaurant owners considering lower cost, customer loyalty control, and much better integration may be interested in checking out Onro. Care to try the difference? Request your free demo of Onro and experience the best solution for your restaurant delivery needs!
