In Conversation With Chintan Patel, CEO - Meals Now, on Charting a Course to Success Through First-Party Ordering
Meet Chintan Patel, CEO - Meals Now, a locally owned and operated restaurant delivery company, which means fast delivery, low prices, and the best customer service. As a pioneer in adopting first-party ordering for restaurants, he shares insights into how this innovative approach helped the RDS battle market slowdown and competition from third-party delivery giants.
Question:
What inspired the decision to adopt first-party ordering for Meals Now?
Answer:
The idea stemmed from my intent to grow our orders, trying to figure out new strategies and channels from which more orders can flow. I wanted us to be everywhere and in front of the customers, be omni-channel, and continue to multiply our orders. That’s how first-party ordering happened.
Question:
Can you talk us through how you went about approaching the restaurants to add first-party ordering? How did those conversations go? Did you have to tweak your approach along the way? If so, how?
Answer:
Since they were already partnered with us, the relationship was already there, and once that was established, we were able to reach out to them. We were all working towards the same goal. All we had to do was reach out and show them how it works and how it would help their business get more orders. Letting them know that they are going to get their own website and own their customer relationships, and they do not even have to do anything, Zuppler will set up everything. In short, they are adding an additional revenue stream without having to do any of the extra work!
Question:
How does the pricing work?
Answer:
What I do is keep my pricing standard. It’s the same for the RDS and the DSP, consistent with what we already had with them. They get a website and get more orders in, and we handle all their delivery orders.
Question:
How has first-party ordering boosted MealsNow's growth and success as an RDS? Can you share specific positive impacts on your business?
Answer:
The impact has been great! When the RDSs were seeing immense growth, first-party ordering was hardly being talked about. Now that we are experiencing a slowdown, first-party ordering with Zuppler is bringing in additional revenue and helping us maintain profitability and success. In fact, orders through Zuppler account for 30% of our business. That’s what has helped us stay in business ever since we started seeing a decline in the RDS industry since we can’t compete with DoorDash. We must diversify.
Question:
Can you explain how first-party ordering benefits your partner restaurants, highlighting effective features or strategies?
Answer:
What restaurants are not capitalizing on is repeat business and owning their customer data. In this digital day and age, it helps restaurants connect with the customer directly and own their customer relationships. With their website and app, they are targeting a completely different set of customers - these are the customers that come to your restaurant every day to order. Now they have more than one platform to get their orders from, and the way I see it, together the RDSs and the restaurants are basically helping each other in competing with the likes of DoorDash, UberEats & GrubHub
Question:
Can you share success stories of specific restaurants that have thrived with first-party ordering?
Answer:
Dora’s Hibachi Express in Batesville, Arizona, is a standout example of how first-party ordering can grow your business. Zuppler set up their party ordering and added the full suite of marketing and product features. The restaurant now receives 120 orders per month on average just through its direct channels like website and app, and has a monthly revenue growth of 22%. We as their RDS partners facilitate all their deliveries and also earn from pickup orders.
Question:
Based on your experience, what advice or tips would you give to other RDS owners? Any challenges faced?
Answer:
There are no challenges. It’s going to work! All you need to do is try to get more and more restaurants onboard. We work so hard to get more orders, try different strategies and innovate - this is the lowest hanging fruit. Once the restaurant is onboard, the RDSs don’t have to do the work, Zuppler takes care of it. It’s just about being open-minded and trying different things.
Question:
Considering the ever-evolving industry dynamics, how does MealsNow plan to adapt to upcoming changes and competition?
Answer:
We will continue to observe market trends and make quick decisions. Just keep evolving and see how it goes.
Meals Now’s success with first-party ordering exemplifies the power of innovation in navigating challenges and driving growth. As the RDS continues to thrive amidst evolving dynamics, its story serves as an inspiration for restaurant delivery services and marketplaces seeking to stay ahead in today's competitive market.