CHAPTER 11
Branding and digitalisation are two especially relevant aspects of food delivery. In this chapter we examine the importance of building a strong, value-led brand in an increasingly competitive market such as home delivery, in order to attract and retain customers.
Furthermore, we will see how the growth of food delivery is causing an acceleration in the digital transformation of catering, a diverse, atomised sector that, beyond the large groups and restaurant chains, was adopting new technologies and digitalisation in a very slow manner.
The optimal digitalisation of a restaurant is essential for the proper functioning of food delivery due to its impact on sales, profitability, operating costs, productivity and the customer relationship. In addition, hi-tech providers are emerging that facilitate this digitalisation and automation through innovative solutions for functions and services within the restaurant business.
