QSRs must surprise and delight guests to gain an edge, says Detpak's general manager Tom Lunn
In this data-driven industry, personalisation and timing matter in creating a worthwhile delivery experience.
To gain an edge, he emphasized the need for operators to surprise and delight its customers. “Give something extra to gain an edge. Include cutlery, chopsticks and napkins, as well as fun extras to ensure a memorable delivery experience for your customers. It doesn't need to be something that costs money, it could be a message on the packaging which says "Have a great day!" or a fact that's related to your food offering.”
In a session titled Serving Up Unique Customer Experiences at the first QSR Media Conference and Awards in Asia, Detpak Group’s general manager Tom Lunn discussed the necessary adjustments in the process of planning the experience, creating the environment, and executing the whole delivery process.
“The key thing is to determine which occasion you are trying to create. The danger in the space is that brands can be created and then closed down within minutes with these apps. Even if you have an iconic product, you still have to deliver in iconic packaging to reinforce your brand."
Another thing that's going to change in foodservice is how long a menu is going to stick around. “The LTO counters in QSRs used to run for six months ahead and now they run for six weeks. Menus will continue to change. This is an area where menus could be updated, they could be live, or changed throughout the day for different snacking menus versus meal menus of different times of the day. This is something you can't control in a restaurant setting and something that's going to evolve quickly,” he added.
If your brand cares about the environment, there's a high chance that your customers also do. Detpak shared a tip for businesses with a health-focused ethos. He said plating the food up entirely in eco-friendly paper or sugarcane packaging will surely lure guests in. “Before you choose your packaging, you must bear in mind what it's going to say about you before you look at the size and the format. What's it going to say about your brand?”
Lunn also added, "We are constantly surprised how many terrific brands don't use the brand when they go to delivery packaging. Aggregators are generally using a branded bag. To not custom print is probably our guest to key investment. Operators are spending hundreds of thousands fitting out their shops, but it's an area where people try to get the ticket price down and maximise their margins.”
Another value for money that he shared is the emergence of the small store formats. He said it’s definitely a great opportunity to use a cheaper format like bags, wraps, and have some iconic pieces of packaging. He noted that operators don't need to use rigid packaging to project a product that doesn't need structural integrity.
Since fast food packaging is designed for over-the-counter delivery, Detpak Group gave tips on how to protect food integrity. If it's fried and crispy, the packaging should withstand grease, retain heat, and resist sogginess. The packaging may need to be lined with a wrap for extra grease resistance. “What's happening now is we're using high recycled content, with 100% recycled core that absorbs moisture or helps reduce the moisture issue."
Detpak is slated to move from cups and lids and things that aren't designed for consuming to products that can be turned 360 degrees. "We're going to end up with a heated segment, high moisture, and dry area, as well as cold area for the drinks.”
