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Restoration is diversifying in the face of the crisis

Restoration is facing a lasting and uncertain crisis. While few restaurateurs, after all, had already taken the side of Digital, awareness continues. From a will to a forced choice, whether on the delivery platforms or the directories that reference them, restaurateurs must take the step, reinvent themselves, or even diversify if they have the opportunity.

Digitalize catering in a matter of days, with Uber Eats, Deliveroo…

As a result, many restaurateurs have “jumped the leap” from delivery and/or take-out. Given the speed of the pandemic, without having any time to create their own digital identity and digital acquisition system,the easiest way was to turn to the existing. Uber eats, Just Eat, Deliveroo are the big beneficiaries of accelerated digitalization and constraint of restoration. For example, the number of independent restaurants registered on Uber Eats has doubled since last February (1).

Whether it’s for takeaways or delivery, it’s also an opportunity for these platforms to enter sustainable consumer habits. As with Airbnb, it is difficult to get consumers back to a direct sale, without intermediaries, from the restaurateurs. Especially since now, in partnership with Carrefour, Uber Eats delivery drivers offer to transport your daily shopping, in a few minutes, and at hours more than late…

Putting the trader back at the heart of proximity

Making sense of buying, supporting local trade, is one of the emerging values following the pandemic. An opportunity for digital startups to dust off the “directory”, largely phagocytated by Google Maps and Google My Business, to bring an identity perspective to local merchants, such as restaurateurs. That’s the bias of the startup FlipNPik. Surfing on the local economy, the platform offers digital visibility to merchants.

Indeed, it is aimed mainly at “citizen ambassadors”, anxious to support the local economy in their local purchases. For merchants, the first level of access is free, and then the paid offers start at 365 euros HT. It will probably evolve into a responsible consumption marketplace model in the medium term.

When restoration returns to the roots of the experience

Some are going further, now. This is particularly the case of the Cent33 in Bordeaux,with an already existing digital presence, which was able to set up the takeaway sale itself quite quickly. Now, the restaurant’s website goes further with an online shop. Indeed, it allows to acquire directly the arts of the table that contribute to the atmosphere of the restaurant.

Beyond the gourmet moment, the Cent33 focuses above all on a culinary experience, “brought home”. The brand therefore takes the side of diversifying its image to conquer its customers in a sustainable way. a way of reproducing, differently, regular attendance. The Cent33’s online shop offers ceramics designed by ceramic artist Adrienne Baba, as well as walnut knives from the Périgord Coutellerie.

Finally, to continue the experience, the delicatessen is an additional development choice. The Cent33 offers to buy the famous Provençal Granola, a “salted aperitif made with pistachios, pinions, puffed rice, herbs from Provence, Espelette pepper and maple syrup”. The Chef thus becomes an influencer of the aperitif tasting “at home” … For restaurateurs who can, it’s time to put their talent back in the spotlight. There is no doubt that consumers will respond.

Sources:

(1) Uber eats release

(2) Le Cent33 release

(3) FlipNPik release

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