Restaurant delivery grew 350% in 2020: how will sales strategies change through this channel? Euromonitor | Rappi | Shipping | Chiclen Pardos | ECONOMY

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While not a solution, the delivery it has emerged as the only survival alternative for the gastronomic sector in times of pandemic. As a result, this channel –explored at a higher level in other pairs in the region in previous years– was exponentially boosted in Peru: sales through this channel grew by around 350% in 2020, according to a study carried out by Euromonitor International. It is the highest figure in the region.

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For this advance, the input of actors from the delivery to the local scene in 2019, highlights Rocío Guzmán, research consultant for Consumer Foodservice at Euromonitor International. And this, in turn, has allowed the participation of this channel to go from representing just 4% of the sales of these businesses in 2019 to 25% of these last year.

Exponential advance of delivery in the gastronomic sector.  (Infographic: The Trade)
Exponential advance of delivery in the gastronomic sector. (Infographic: The Trade)

Along these lines, Arnold Wu, executive director of Wu Restaurants (owner of Pardos Chicken, Mr. Shao Y Planet Chicken), recognizes that sales by delivery of the business have even surpassed those of the saloon when a capacity of 50% and the pick-up were allowed.

But this is not enough. These delivery sales today in this second quarantine do not reach more than 25% of our total sales when all channels were open (prepandemic)”Explains Wu. In addition, he warns that the offer has increased on all fronts, hindering the growth of the business.

Therefore, the recovery of the sector will take time to come. “We estimate that in 2023 Peru will already be back at levels [de venta] of 2019 as a total food service industry, like almost all countries in the region. As for the number of outlets, it would take another year”, Indicates the Euromonitor International consultancy.

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PREPARING STRATEGIES

With the scenario of uncertainty still present, the protagonism of the delivery It will remain in 2021. On the consumer side, even with an improvement in the country’s sanitary conditions, this channel will continue to be a purchase option, says Ana Lucía Navarro, account manager at Arellano Consultoría. “It will be a subject of consumption occasion, when you do not want to leave home”, It indicates.

On the side of delivery apps, Rappi The year begins with expansion plans for the next quarter, after food orders on the platform grew by 100% in the context of quarantine.

We hope to open [nuestra operación en] three new cities, and expand to the microzones of Lima”, Reports Micaela Rivero, Rappi’s head of restaurants. In addition, it highlights the potential of the market for delivery gastronomic in the face of the popularity of hidden kitchens, which offer a low-cost way to launch digital brands.

Exponential advance of delivery in the gastronomic sector.  (Infographic: The Trade)
Exponential advance of delivery in the gastronomic sector. (Infographic: The Trade)

And although these ‘aggregators’ are the intermediary to promote the delivery, the restaurants they must have a strategic eye to manage this channel in a critical economic situation. “The price competition is very strong. [Los restaurantes] they are not earning much and the apps are eating them a lot [de las ganancias] in commissions. You have to generate a lot of volume at the end so that they are not very affected”, Recognizes Guzmán.

Faced with this, he comments that other apps with lower commissions are entering countries in the region, although they do not have as much traffic as those already positioned. Likewise, another option that players in the sector are betting on is strengthening their digital channels of delivery own self. For example, Pardos Chicken Eliminates the cost of shipping orders through your app or website to encourage consumption through this channel. “In less than 24 months, [la app] It will be the most used channel to place orders, surpassing the call-center that we already have on marketplace platforms”Predicts Wu.

Technology, obviously, will become more relevant to correctly manage orders via delivery. Óscar Giraldo, co-founder of Chaty, a start-up that automates order taking via messages, emphasizes that many restaurants Peruvians have been lagging behind in this regard as delivery apps have been the ones that have supported the management of orders, without giving them access to the data derived from these operations. With the management of Chaty, he adds, businesses such as poultry have achieved a 15% growth in sales via delivery month by month.

NEW PRODUCTS ON THE MARKET

  • Cottages implemented the service You Huarique, which creates the online store focused on food businesses for restaurants little ones.
  • In 2020, Justo entered the local market. The Chilean start-up creates the online store of restaurants, in addition to managing the delivery of your orders. They expect to capture about 20% of market share this year.

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