Deliveroo Editions will increase its reliance on data to assist operators with their expansion strategies, commercial director Max Rawlinson told delegates at MCA’s Hostech conference in April.
“Data is almost the lifeblood of our business,” Rawlinson said. “In restaurants, delivery is the second sales channel. In Editions, it’s 100% of sales.”
Editions has expanded its use of data to not only forecast demand and determine locations for future Editions sites, but also to pinpoint issues hindering growth. According to Rawlinson, the goal is to shift delivery volume from restaurants to delivery kitchens to optimise the customer experience and utilise both sales channels.
“The gold always lies in the data,” Rawlinson explained. “Is it a conversion problem? Is it that customers are seeing the brand and they’re just not converting on it, and why might that be?”
“Is it price? Is it photos? Is it the way you’re describing the menu? We can use data to triangulate all of those things.”
Rawlinson also explained the USP of Editions lies in its attempt to build a tech ecosystem that connects chefs, riders, and Editions staff.
“It’s how you build a tech ecosystem that connects those three stakeholders in a seamless way with our consumer output and with our rider output.”
Editions is also using data to manage high demand by reducing prep time and errors.
