You said how much for delivery?
A s the 2020 shutdown grows more distant in the rearview mirror, delivery is dwindling alongside it.1 While delivery was booming during the pandemic due to homebound folks with hankerings for local food, its relevance (and reliability) is slowing down due to a few changes. The reactivation of the world being one major reason. People simply aren’t afraid of getting out and interacting with society anymore. But the second and maybe most pressing reason is that consumers are growing weary of hidden costs associated with delivery.1 Shock hits when the final price of their $10.00 burger turns to $35 in the blink of an eye. With delivery fees ranging between $3.00-$15.00 per order (not including the tip of course), consumers are reassessing the value of this convenience.1 It’s starting to feel more like a luxury service with a price tag to match. In fact, 28% of consumers said they plan to decrease direct delivery in the next 3 months.1 So what’s the next step for operators who have been relying on this extra source of revenue? The decrease in delivery will not only increase social interaction with more in-person ordering, but it also can lead to increased upsell opportunities.
Capitalizing on off-premise alternatives
With the pivot away from porch drop-off, operators should plan to focus on other off-premise dining options like carryout, curbside pickup, and drive-thru. And want to know a secret for more sales through these alternate dining opportunities? Beverages. Beverages often motivate consumers to participate in drive-thru or takeout occasions—especially when part of a promotion or deal. 26% of consumers say that special deals on drinks and beverages would encourage them to order food or beverages to-go more often from a quick-service restaurant rather than dining in.2 And timed occasions like happy hour, morning commutes, or late-night cravings drive them to choose takeout over dine-in.
Drink add-ons for the win
Now that we know that beverages bring the guests, it’s easy to set up your establishment for success and capitalize on these spur-of-the-moment purchases. Operators can promote last-minute beverage add-ons in drive-thru pick up lanes or coolers next to online order pick up areas. And when debating on how many options you want to offer, note that 65% of consumers consider the variety of nonalcoholic cold beverages important when selecting a restaurant.1 PepsiCo’s expansive portfolio of ready-to-drink beverages like Pepsi Zero Sugar, Pure Leaf Sweet Tea, and go-to sparkling water brands like bubly drives consumer appeal and makes impulse beverage attachment easy for operators and consumers.
Just something to sip on
While the decline of delivery in 2025 may require some adjustments, it also offers a golden opportunity for operators to embrace alternative off-premise strategies and increase revenue. By partnering with PepsiCo, operators can adapt to changing consumer behaviors, maximize beverage sales, and drive long-term growth in a shifting landscape.
Sources
1 Technomic What Will Thrive in 2025 Annual Outlook Webinar
2 Datassential Off-Premise Consumer Preferences September 2024
