Let’s face it, we’ve all been there. Be it on a lazy Sunday or during a busy day at work, the chances are you have already ordered food to be delivered to your door using a mobile app. An extremely easy and hassle-free process, ordering food to be delivered via an app is a breeze: just a few taps and your dinner is on its way.
The benefits become even more obvious when thinking about the old-fashioned way of ordering: using a printout of the menu and having a 10-minute phone call with the restaurant. No wonder people love food delivery apps!
Yet, it is also an extremely lucrative market for a business to enter. Morgan Stanley Research projects that the total U.S. food delivery market could reach $210 billion in the long-term outlook (up 2,000% from $11 billion today). Thus, if you are thinking about joining the race, today might be the right time. And to get a good head start, make sure to learn from the best.
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When talking about food delivery apps, we should first of all differentiate between the services offered by restaurants themselves and third-party providers. In the first case, a bright example of such service is Domino’s Pizza. The restaurant chain dominates the food delivery market with its breakthrough product – AnyWare.
The system allows you to order from Domino’s using almost any device or channel, from Google Home and Amazon’s Echo, to smart TV and connected car. It also integrates with Facebook Messenger, and even can process orders from Twitter.
As for the third-party services, the so-called food delivery aggregators, they seem to be the most popular option. Such apps provide a list of restaurants you can order from. Some of the most popular among them are Delivery.com, DoorDash, Eat24, UberEats, Caviar, and GrubHub.
The latter is probably the most widely used food delivery app, boasting 8.75 million “active diners” (and growing at an annual rate of 26%). Thus, let’s take a closer look at the company and try to define its recipe for success.
Founded back in 2004, GrubHub was among the first to predict the shift in consumer behavior and the rise of the on-demand economy. This allowed the company to win a solid market share of the food delivery industry (GrubHub alone currently holds 23% of the US food delivery market).
As the co-founder, Matt Maloney, told in his interview for Inc.com, the idea came to him and his then co-worker Mike Evans as a solution to their own problem. They were “frustrated by the lack of dinner options as well as the pain in the ass of calling restaurants and reading our credit cards”. Working at a real estate rental company, they decided to apply similar business model to a completely new industry – food delivery.
Initially founded in Chicago, the startup soon scaled to San Francisco where it was able to attract the required attention from the tech-savvy consumers of the Silicon Valley as well from the investors. Another tipping point for the company was the merger with its main competitor, Seamless, that happened in 2013. After that, the company was able to go public at a $3 billion valuation.
Right now the company is the largest food delivery service, partnering with more than 50,000 restaurants across 1,100 US cities. Its mobile app has been topping the ratings as “best food delivery app” for the last decade. But what exactly does it do?
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How does Grubhub work? The business model and tech stack
GrubHub is an on-demand food delivery service, connecting users with the restaurants in their location. Thus, the company’s business model serves two audiences:
GrubHub provides restaurants with more orders and helps them improve their efficiency by offering easy, affordable, and reliable delivery services. As a part of its offering for restaurants, the company provides the delivery management software solution.
Diners benefit from accessible and simple takeout services provided by the company, a large restaurant selection, and an easy and transparent in-app ordering process. The company also has 24/7 customer service to assist with any claims and questions.
At the same time, the company doesn’t employ any of its couriers: orders are delivered by independent contractors (similar to Uber drivers).
In order to be able to pay the couriers and stay profitable, GrubHub includes commissions into every order. While the initial idea was to have an annual membership fee for restaurants, the plan didn’t work well. As a result, the company now receives 10% from every order (paid by the restaurants) as well as an additional $2 customer delivery fee.
To run its operations, GrubHub uses a solid tech stack. According to the information listed on the company’s page at StackOverflow, the company’s backend is powered by the following technologies:
- Apache/Spark/Hive, and
- Cassandra / NoSQL /AWS.
The company also uses microservices (Docker) and AngularJS/ReactJS for web frontend development.
Judging from GrubHub’s success, as well as from a number of startups with a similar business model, there are certain best practices for building a food delivery app. One thing you should consider, though, is that it will take at least 3 products to power a similar business model. Two mobile apps will be facing customers and couriers accordingly, while the restaurants would most likely require a web-based cloud dashboard.
On a side note, you might need some kind of an admin panel for your staff to be able to manage all of the listed products.
So, let’s take a closer look at the scope of functionality each of the listed products require.
- a personal account (payment details, preset delivery addresses, preferences, and order history);
- restaurant search including filters based on location, cuisine, or other aspects;
- a menu for each restaurant;
- accurate GPS capabilities (geofencing required to enable restaurants filtering based on location);
- payments (credit card payments, as well as integration with third-party payment systems, such as PayPal, Stripe, Braintree, ApplePay, etc.);
- order tracking and delivery status, with the ability to contact the driver;
- the ability to leave ratings and reviews for restaurants (and couriers); and
- contact information for customer support.
- a personal account (completed orders, reviews, and preferences);
- the ability to take an order (location-based alerts for orders nearby);
- in-app navigation (integration with Google Maps for accurate routing);
- the ability to contact the customer; and
- the ability to complete the order (and leave a review for a customer).
- integration with the existing Point-of-Sale and delivery management solutions;
- restaurants working exclusively with you can be offered a complete custom POS solution (a menu, order processing, payment options, and the ability to send requests to the couriers.);
- reports and accounting;
- loyalty programs; and
- staff management.
As for the internal operations, you should be able to handle customer service, claim resolution, and provide timely support for all of the involved parties, restaurants, customers, and couriers. Thus, you will need a solid customer support solution, integrating with as many communication channels as possible (online chat, email, phone, social media, etc.).
The main challenge food delivery startups typically face is the need to efficiently balance the operations between all of the involved parties. Your products should work like clockwork to be able to provide reliable support for all of your products, which requires solid a business process optimization and a reliable backend.
So, here are several things to consider:
- Partner only with the trusted restaurants or create your own production so you can have control over every aspect of your business.
- Hire drivers rather than work with independent contractors, or partner with a professional delivery company to ensure the reliability of your service.
- Focus on convenience and the speed of your delivery above all.
- Having excellent customer service is highly important. Remember, you will need to deal not just with angry or irritated customers, but with hungry ones, which is even more dangerous.
One more thing you should remember is that startup burn rate in the food delivery industry is typically very high due to the business model specifics. (Startups like Sprig, for example, are burning through $850,000 a month and are struggling to maintain a profit). Thus, you need to allocate your resources wisely at all times.
Despite the competition and established leadership, the market opportunity for food delivery services is still huge. Namely, several newcomers managed to score some of the largest first funding rounds recently, including $80 million for Swiggy, $32 million for Habit, and $8.5 million for JoyRun (with its unique peer-to-peer delivery model).
As GrubHub’s CEO, Matt Maloney told Forbes, “This is the most exciting time in this industry, maybe the biggest since the invention of delivery food.” Thus, get ready to bet on this new business opportunity by hiring a reliable development partner.
How to get started?
The product discovery phase is the best first step you can take to lay a solid foundation for the development of your app. It includes a functional specification, UX/UI design, and a visual prototype that will give you a clear vision of the end product. On average, this phase takes 4-6 weeks.
The product discovery phase can help you:
- define a full scope of work and develop a roadmap for the project
- set a realistic budget for your MVP and plan your resources
- test the waters with your audience using a visual prototype
- craft a convincing investment pitch
- get to know your team