Technomic study: Consumers blame restaurants for third-party delivery service mistakes
• Third-party services are generating additional business for casual dining restaurants and other concepts that do not offer delivery.
A majority of consumers (76%) hold the restaurant at least partially responsible for any errors, even if restaurants have a formal agreement with third-party ordering portals and delivery services, according to a study conducted by Chicago-based Technomic.
"This puts operators' brand reputation at risk each time a customer orders delivery through these services," says Melissa Wilson, a principal at Technomic. "Even if delivery is not a current strategic initiative, operators should educate themselves about and understand the dynamics of the third-party delivery market, so they can put guardrails in place to maintain quality and brand reputation."