When managing multiple restaurant locations, it can be tempting to apply a uniform marketing strategy (promotional offers and sponsored ads) across all outlets on delivery platforms like Uber Eats, Deliveroo and Just Eat.
While this approach saves time in planning and setting up operations on platform hubs, it overlooks the unique characteristics of each restaurant. Maintaining brand consistency is crucial, but various factors must be considered to ensure the efficiency and smooth execution of a marketing campaign at a local level.
Applying a one-size-fits-all strategy can be counterproductive in terms of both visibility and profitability.
To help you, here are some key criteria to consider when developing a local marketing strategy for Uber Eats, Deliveroo, and Just Eat. 👇
Footfall 📊
Footfall can vary significantly from one location to another. There are two types:
- Regular Footfall: Each restaurant has its peak hours, usually determined by its area.
- Spontaneous Footfall: A restaurant may experience an unexpected surge or drop in customers that was not foreseeable and does not affect other locations in the chain.
It's essential to account for these variations to maximise profitability.
For example, missing out on a promotional offer or sponsored ad during a drop in footfall is a lost opportunity. Conversely, spending heavily on marketing when the restaurant is already experiencing high demand may be unnecessary.
Customer base 👥
The customer base also varies depending on the delivery zone. Different neighborhoods attract different consumer profiles with distinct spending habits.
Adapting promotional offers to each location is key. The two main factors to consider are:
- Product Selection: When offering discounts, prioritise products that perform well in that specific location.
- Average Basket Size: If a minimum spend is required to unlock an offer, ensure it aligns with the typical spending habits of customers in each location.
Applying the same discounted products and basket minimum across all outlets will produce inconsistent results.
Operations ⚙️
Each restaurant operates differently. Several factors should be evaluated when implementing a marketing strategy:
- Stock Levels: Availability of stock at each location.
- Production Capacity: Some locations can handle more orders than others. Factors such as kitchen size, staff numbers, team experience, and operational efficiency (e.g., average order preparation time) determine this capacity.
More aggressive marketing strategies can be applied to locations with high production capacity and experienced teams, while a more gradual approach may be better for sites with less operational efficiency.
Ranking 🏆
Ranking on delivery apps is determined by carousel visibility and restaurant placement within search results.
There are two types of rankings: organic ranking and paid ranking.
Some restaurants naturally rank higher while others suffer from a lack of visibility on delivery platforms.
Here are some of the main organic ranking criteria: restaurant rating, operational excellence (preparation time, % of errors in orders, etc.), order history and volume, direct search.
Since these factors vary per location, high-performing restaurants can afford to be more conservative in their marketing strategy, while those with weaker visibility may benefit from increased spending.
💡 Check out our dedicated article to learn more about how the Uber Eats and Deliveroo algorithms work.
Delivery zone🗺️
The maturity of a delivery zone is another key factor. Investing heavily in marketing in an underdeveloped delivery area may negatively impact profitability.
Consider these questions when assessing a delivery zone:
- How long has food delivery been available in the area?
- How many delivery platforms operate there?
- What is the average wait time for a courier?
Competition ⚔️
The level of competition varies between locations. A restaurant in a highly competitive area will struggle to gain visibility on delivery platforms, particularly in carousel placements (top banner listings).
On the other hand, a restaurant with little competition in its cuisine category within a neighbourhood will have an easier time standing out, as platforms aim to offer a diverse selection of options.
To optimise campaign performance, it is crucial to tailor marketing efforts to the competitive landscape of each restaurant.
Implementing a local marketing strategy 📝
Developing a local marketing strategy is the key to success on platforms like Uber Eats, Deliveroo, and Just Eat.
This approach not only maximises the visibility of each location, but also optimises marketing expenditure and therefore its profitability. By taking into account the specific characteristics of each site, it also ensures that operational fluidity is maintained.
If the process seems overwhelming or time-consuming, our team of experts is here to help.
Additionally, implementing technology like Flynt can automate promotional offers and sponsored ads based on real-time activity at each location, ensuring marketing consistency across your brand.
