Quick Tips for Food Delivery Packaging and Menu Design!
With the onset of the pandemic and the restrictions on dining-in in the last two years, F&B operators turning to the major alternative revenue stream of food delivery is not a surprise to any of us.
However, even as in-person dining has opened with small groups and vaccines become available, the F&B industry has evolved to include online food deliveries as a large primary avenue for consumers to interact with F&B establishments. With consumer behaviour having changed drastically - most turning to ordering food in during lockdown seasons previously - the online food delivery sector is one that is here to stay.
Food Delivery Packaging
Choose the Right Packaging & Separate Condiments.
Food packaging is probably one of the most important aspects of delivery. It serves as a tactile brand ambassador for your customer’s sensory glands. Using the right material is the first step to packaging success.
For example, materials like styrofoam is a great insulator to help control the temperatures of hot and cold foods. Plastic would serve in protecting the food well, however as it holds moisture well, it can lead to soggy dishes - which you may not want if you are selling fries.
If you’re a bistro or casual western diner selling crispy items like curly fries or chicken tenders, source for ventilated packaging that has flaps or holes to let steam and moisture out. Consider leaving paper bags open if you’re packing in fries - it will result in lower temperatures but higher quality fries.
Make it an experience. (user friendly / branding / personalisation)
Even though your customers aren’t sitting in your cafe or restaurant, that does not mean that you can’t still extend your hospitality. Consider how your customers will be experiencing the food delivery at home from opening up the packaging to consuming the food. Social media is one of the top ways that people learn about new restaurants to try.
When creating packaging, think about the unboxing experience that makes people want to ‘do it for the ‘gram’ (taking a photo for their Instagram feed). For example, your food boxes could include a personalised note sending some cheer or a handwritten note from the chef. Small details like making the packaging user-friendly or microwaveable, or even including your branding on the cutlery such as your social media handles will go a long way. Encouraging your customers to post and tag videos of your food packaging or food orders can be a great marketing strategy as well.
Online Delivery Menu
Menu organisation & optimisation
One of the immediate steps you can take to improving your online menu experience is to organise your menu into categories to help customers make choices quickly. For example, consider your target audience - whether you are a family-friendly restaurant or a casual diner - make it easier for your customers by including a ‘kids’ meals’ section or a ‘bundles/combo’ section. Your order basket has a high chance to increase when customers choose a bundle - a main, a side and a drink - it’s a win-win situation! Also, remember to highlight your best-sellers in the top section so that customers are able to make quick decisions and order from you instead of someone else.
Photos & Copy
Let’s face it - each one of us has judged a menu by its visuals at some point - especially when we are starving. ;) Today’s expectations of consumers definitely include being able to see what their food will like even before having it delivered. Having photos to accompany your menu items is now critical.
A pro tip is to set a reminder to shoot every round of food photography at the same time. If you shoot one round of food photography from 1-2 pm on a bright sunny day, make sure that you try to match that time and lighting for each subsequent round. Also, it is definitely worthwhile to invest in a professional photographer or someone who has strong and sharp food photography skills!
Delicacies, especially exotic ones might be new to many customers. At that, a short menu description, explaining the critical ingredients of the dish might guide the guests to figure out what they want and what to order. You can put images of the dish as well, but make sure that the dish must live up to the image description. In short, write a short and engaging copy that is easy to understand for customers. Find out how to write restaurant menu descriptions that tempt customers to spend more here.
It’s all about the little things! We’re positive that you’ll see an increase in sales, orders and happy customers by following these quick tips to improving your packaging and delivery menu design. With delivery popularity rising, make sure your restaurant not only stands out but creates returning customers through the help of a user friendly delivery platform. :)
Abi Shan is the editor and content strategist at iCHEF Singapore. She manages iCHEF Club, a growing community of F&B owners in Singapore – creating and strategising fresh content, digital marketing campaigns, and the F&B Entrepreneur Bootcamp, the only regular workshop on opening a new restaurant in the country. In her spare time, she loves playing the drums, watching movies, and attending concerts. Her love for fashion runs so deep such that you can can always spot her with new makeup looks ;)
