How to build loyalty for your restaurant’s delivery business

This is something that Pizza Pilgrims knows only too well. The brand has been using Deliveroo to build loyalty by adding personalised messages to boxes when they send them out to customers. So when the pizza arrives at their door, it’s not just another cardboard box. Some customers have even been receiving golden tickets giving them money off future visits.

Building that connection doesn’t come quickly. Like a perfectly risen pillowy-crusted base, it takes time to establish. 

But it doesn’t have to be complicated. Pho recently saw a 5% increase in sales on Deliveroo, simply by offering free spring rolls to customers on its Plus scheme. They knew Plus subscribers spend three times more than non-subscribers, so the opportunity if they established loyalty from this audience was huge. 

A Lumina Intelligence report found that for customers to be loyal to a restaurant, it must hit the mark on value, quality and experience. This means offering customers great experiences at a fair price.

Deliveroo has been championing this approach for the past year through its Value Programme, which rewards restaurants who offer great value to customers with funded promotions and increased visibility in the app.

At the heart of this is matching your dine-in prices with your delivery prices. Burger pros Haché have built their Deliveroo strategy around delivering great value to their customers, and have committed to match their dine-in and Deliveroo prices. And it’s paying off, with  restaurants on Deliveroo offering the best value for money seeing 20% higher customer retention. 

According to Haché, “building loyalty is not just about serving great food. It’s about creating a lasting connection with each guest.”

To create that connection with your delivery customers requires a partner that shares the same values as you, one that can support you in executing your strategy. This is what Haché has with Deliveroo. 

“Deliveroo has been an invaluable partner in this journey,” they told us. “They’ve allowed us to extend our signature dining experience beyond our doors and into the homes of our loyal customers.

“Through Deliveroo, and by utilising their Value Programme, we’ve been able to build and nurture this loyalty, ensuring that our customers can enjoy their favourite Haché moments wherever they are, whenever they crave."

So those thank yous to customers - whether they’re in the form of a free spring roll, a cartoon on a pizza box or simply delivering great value - may end up being the first step on the road to becoming someone’s personal go-to. 90% of customers have their set of trusted restaurants, so it pays to be on that list. 

Pizza Pilgrims, Pho, Haché and many others have been using Deliveroo as the platform to build loyalty, taking advantage of the app’s already loyal, engaged and valuable customers to accelerate their own marketing strategy. Having access to this new audience, as well as Deliveroo’s insights, tools and expertise has made increasing loyalty much easier than before, and has allowed them and others, to get a headstart on the competition.

You can read Deliveroo’s Leading with Loyalty: how to build loyalty for your restaurant delivery business report by clicking here.