In the dynamic hospitality industry landscape, innovation is the key to success. At Deliverect, we believe in empowering our partners with insights and thought leadership that can revolutionize their operations. We recently hosted our Dish Up by Deliverect APAC event, featuring industry experts to share their knowledge and unique points of view. 

Among them was Bradley Thomas, former Head of Enterprise in ANZ at Uber Eats and current Global Chief Revenue Officer at Kbox. Bradley delivered a captivating talk on the transformative power of data analytics. His insights shed light on strategic alignment and the amplification of data's impact. By harnessing data insights, businesses can make informed decisions, drive operational excellence, enhance the guest experience, and seize untapped opportunities in a competitive landscape.

The 4 pillars of data information to look into

In terms of operations, data analysis allows restaurant owners to examine the current operational flow and identify strengths, weaknesses, and opportunities. By leveraging data-driven insights, restaurants can streamline processes, optimize resource allocation, and improve operational efficiency. This reduces costs and enhances the customer experience, leading to increased satisfaction and loyalty.

Metrics to keep an eye on:

• Online rate;

• Prep time;

• Ratings;

• Reviews;

• COGs
  

Data analysis can also greatly benefit marketing efforts. Understanding key growth segments and demographics within the business enables targeted marketing campaigns that resonate with customers. By leveraging consumer data, restaurant owners can effectively identify the right marketing channels and strategies to reach their target audience. Personalized messaging, tailored offers, and impactful marketing campaigns can help restaurants engage with customers and drive business growth.

Metrics to keep an eye on: 

• ROI;

• Reviews;

• Ratings;

• Menu conversion,

• New/Repeat

Regarding consumer insights, data analysis is crucial in understanding how customers perceive the restaurant brand and evaluating their purchasing experience. By analyzing consumer data, restaurants can gain valuable insights into customer preferences, satisfaction levels, and feedback. This information can be used to improve menus, enhance customer service, and create unique experiences that set the restaurant apart from competitors.

Metrics to keep an eye on: 

• Total Delivery Time;

• Opening hours;

• Ratings;

• Packaging;

• Channels/Apps

Lastly, analyzing delivery aggregator data is essential for assessing customers' experience when ordering through a third party. By analyzing customer feedback, delivery times, and service quality, restaurants can identify areas for improvement and provide a seamless and exceptional delivery experience. Furthermore, data analysis helps restaurants shape local and national branding strategies, allowing them to stand out in a crowded marketplace and attract more customers.

Metrics to keep an eye on:

• Cancellation rate;

• Order errors;

• Reviews;

• Promotions;

• Wait times

Kbox Case study: cracking the algorithm 

Kbox is a delivery-only brand that relies on aggregators for its success. Their KPIs are centered around enhancing aggregator performance by analyzing online rates and preparation time.

The analysis revealed a decrease in online rate during peak dining times, which harmed aggregator performance and revenue.

Several actions were implemented to address this issue. First, consistent communication and one-on-one engagement were employed to educate partners (host kitchens), specifically focusing on the revenue benefits of improving online rates. Additionally, short-term incentives were offered to reward progress and serve as proof of concept for other KBOX partners, ultimately driving long-term engagement.

The results speak for themselves, reflecting the power of KBOX’s actions. Over a three-month period, the online rate increased by 9.3%. Furthermore, the poor-performing cohort experienced a 15% increase in revenue. These improvements contributed to enhanced organic and promotional revenue.

“The enhanced commercials, as a result of the improved KPI, played a vital role in providing a better partner experience, boosting profitability, and optimizing cash flow. Ultimately, this created more value for KBOX and our host kitchens.”

—Bradley Thomas, global chief revenue officer, Kbox

Key Takeaways

In conclusion, prioritizing data points most relevant to your business's current and future priorities helps your team focus on execution. As data constantly evolves, companies must adapt their data utilization to remain competitive and ahead of the curve.

By identifying key metrics and insights that align with your goals, you empower your team to make informed decisions and allocate resources effectively. Embracing the dynamic nature of data allows for innovation, growth, and a competitive edge as you leverage valuable insights to optimize business operations.

So, prioritize the right data, adapt data strategies to the evolving landscape, and unlock the full potential of data-driven success. Stay ahead, stay competitive, and drive your business toward a prosperous future.

More about Bradley and Kbox:

Bradley Thomas is currently the Global Chief Revenue Officer at Kbox and was previously Head of Enterprise in ANZ at Uber Eats. With Kbox leading the charge, virtual brands are revolutionizing the landscape by seamlessly integrating with existing kitchen operations. Leveraging a modern tech stack, Kbox empowers its partners by unlocking new revenue channels and enhancing their national buying power. Bradley's expertise and leadership have played a pivotal role in establishing Kbox as a trailblazer in this space.