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The discount game has started
You must have heard Domino’s, McDonald’s, Social, Punjab Grill, Street Foods of India, Wav, Momo’s and Pizza Hut. Their focus is on offering more discounts to customers on their apps. 15 to 20 percent extra discount available on their app these days. According to estimates by the National Restaurant Association of India, the annual market for food services in India is around Rs 4.2 lakh crore. It is expected to reach Rs 7.7 lakh crore by 2025. According to the Economic Times, India’s largest quick service chain Domino’s Pizza, which operates 1,625 outlets, recently launched a ‘Free Rewards Offer’ service on its app for delivery, takeaway and dine-in categories.
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The commission goes up to 30 percent
Zomato and Swiggy charge 15 to 30 percent commission on each order, say industry experts. While some new platforms are charging only 3 to 5 percent commission. These include Thrive Now and Google powered DotPay Charge. These enable restaurants to launch their own digital services. Dhruv Dewan, co-founder of Hashtag Loyalty, the company that provides Thrive Now, said, “We have registered a 40 percent growth over the previous quarter. The demand is likely to increase further during the coming festive season. Thrive Now charges 5 percent commission and currently serves 11,300 restaurants. giving.”
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Instead of an aggregator, customers should get the discount directly
A senior executive of a company that runs a large restaurant chain says that aggregators have to pay up to 30 percent commission. In such situations, they feel better to give a little more discount to the customers than to pay commission. This will create goodwill among customers. The image of the restaurant will also be better. So next time customers will come directly to the restaurant app. This gives the business a chance to get more boost.
Why are aggregators important?
The story of the restaurant industry is a strange one. Big brands get 10-25 percent of orders from their apps, while smaller companies rely entirely on food delivery aggregators for orders. Rohit Aggarwal, director of Light Bite Foods, which operates companies Punjab Grill, Artful Baker and Yumi, said, “Their focus is on promoting and attracting customers through their food delivery platform.”
Controlling an online business is very important
Anurag Katiyar, CEO, Indigo Hospitality, said, “At this time, it is very important for restaurants to take control of their online business. Food delivery companies should not be completely dependent. This will not only curb the high cost of food delivery, but also provide restaurants with customer data. Food delivery companies often offer the same services as restaurants.” The concessions have paid off.”