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Technomic report says customers blame restaurants for third-party delivery service failures
August 23, 2016
Technomic Inc. found that 76 percent of consumers polled hold restaurants responsible for all errors on online portals and delivery services. In fact, the research company found that this holds true even if third-party service providers are actually at fault, according to a news release about the study.
"This puts operators' brand reputation at risk each time a customer orders delivery through these services," said Melissa Wilson, a Technomic principal. "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."
The report also indicated that third party services generate additional business for restaurants that don't offer delivery, as well as finding that one in five customers using third-party services use them to order burgers.
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