Unique game-changing culinary gifts for restaurants
With the advent, so to speak, of new markets and e-commerce technologies, American independent restaurants can reach more customers than ever this giveaway season. But with this opportunity comes more competition than ever before, as the makers of the city’s best chocolate chip cookies, for example, find themselves competing against the best of the best in the country.
In early November, ahead of the holiday season, restaurant and delivery aggregator DoorDash announced the launch of its nationwide shipping option, allowing consumers to ship items from local merchants across the country.
At the launch, the company announced the possibility of shipping items to iconic New York City restaurants, such as Carbone Fine Food and Katz’s Delicatessen, as well as several other destination restaurants in U.S. cities. The service mimics the business model pioneered by the Goldbelly Craft Food Market, which does the exact same thing, shipping items from local restaurants and other food vendors across the country.
Read more: DoorDash Aims to Outperform Goldbelly with Launch of Nationwide Shipping
A double-edged steak knife
On the one hand, these services present an opportunity for well-established independent restaurants to increase their sales during the holiday season. As long as their food can travel in insulated packaging, they can sell it to customers well outside their usual range.
However, for restaurants that might have the allure of attracting vacation buyers to their neighborhood but not the kind of national recognition that would allow them to be successful in those markets, these services could pose a challenge in the future if more. consumers embrace the channel.
In addition, by allowing restaurants to derive more value from national recognition, these services appeal to restaurants to broaden their audience. Whether through marketing or redesigning menus to draw attention to one or two items that they hope to elevate to iconic status, success in these markets could generate vital revenue for companies operating in an industry with low levels of business. notoriously narrow margins.
The proof of concept is there, given the widespread availability of food and beverage-based subscription services. Consumers want options for unusual and tasty culinary gifts that they can send to people in all parts of the country.
In fact, Goldbelly already offers subscriptions, although these are of the Goldbelly brand and have a mix of providers. (Restaurants do not even have control over the profits generated by this offer.) By creating attractive items, which can be given as gifts, restaurants have the opportunity to capture some of the vacation spending that could have been spent on these. subscription services.
The online marketplace is becoming more important than ever for businesses this holiday season, according to a PYMNTS ‘2021 Holiday Shopping Outlook study, created in collaboration with Kount. The study found that 87% of U.S. consumers plan to do at least some of their vacation shopping online this year, up 13% from 2020.
Get the study: Almost 90% of U.S. consumers expect online vacation shopping in 2021, up 13% from 2020
The good news for restaurants with high-end items in national markets is that high-income consumers are the most likely to shop for vacation online, 91% of those who earn more than $ 100,000 a year have plan to do so, versus 82% of those making less than $ 50,000.
Additionally, those who shop exclusively online are more likely to spend more money on gifts this year than last year. If they can woo those big, high-income spenders across the country, independent restaurants may receive a much needed vacation boost.