NRAI hosted its sixth TownHall on 24th January, 2022 on Facebook Live powered by Rista, a DotPe Company. This virtual event, aptly titled ‘Grow Your Delivery Business’ which is the need of the hour was conducted by the Fraternity, for the Fraternity.
With current restrictions due to the Omicron-led wave of pandemic, Delivery Business is the backbone of the Restaurant Business and the only mode of survival for the Fraternity. Therefore, NRAI planned a TownHall with all the Industry Stakeholders to share knowledge and best practices of enhancing Delivery Business and Profits.
Sagar Daryani, Vice – President of NRAI & Co-Founder of Wow! Momos moderated the panel of Industry Experts – Pravesh Pandey (Vice President, Restaurant Partner Success, Zomato), Muralikrishnan L (Co-Founder & Chief Marketing Officer, Wow! Momo Foods), Alexander Valladares (Chief Marketing Officer, Impresario Handmade Restaurants Ltd), Swapnil Bajpai (AVP, Sales, Swiggy), Gyanesh Sharma (Co-Founder, DotPe) and Yogesh Kiroriwal (Head, Implementation & Consulting, DotPe).
NRAI TownHall 6.0 is first of its kind event conducted by NRAI where all stakeholders from Aggregators (Zomato & Swiggy) to Order Direct platform (DOTpe) to Integrated POS – Rista and Marketing Experts of two leading Organisations of Wow! Momo Foods and Impresario Handmade Restaurants came together to share their trade secrets and best practices with the Fraternity to help them grow their delivery businesses.
The event started with a warm welcome address by the President of NRAI – Kabir Suri. Thereafter, the esteemed panel discussed all possible major and mirco aspects of growing the Delivery Business.
Some of the highlights of the event are as follows:
Pravesh Pandey talked about how big Delivery today is and what is the future of Delivery Business in India. He further suggested Restaurateurs that Single Meals and Combos are surging high. Hence, bundling a-la-carte menu options is the key to drive Delivery Business. He also shared statistics and facts about how to maximise the profits.
Gyanesh Sharma, said “We digitize the Restaurant System.” He further deliberated on the importance of SMS Marketing, Loyalty Program, Whatsapp Marketing, Referral Program, Facebook & Instagram Ads to maximize sales through Order Direct Platforms. For the last mile delivery, he informed the Fraternity Members about the Hyperlocal Delivery System which includes 3rd Party Logistics, Self-Employees or a Hybrid Model.
Muralikrishnan L shared his trade secrets and insights to increase the Delivery Business:
- Delivery is a strategy and not a channel. Delivery is now known for experience and not for convenience anymore!
- It is very important for the Restaurateurs to converse with their Delivery Executives to learn about their competition and their customers.
- Create hero products that will contribute to 80% of the Restaurant’s Delivery Business.
- Visibility & Audit is like prescription of Delivery which should be done thrice a day.
- Packaging is not a cost item in P&L, it is actually a revenue item in P&L
Swapnil Bajpai said “Menu is like a silent salesman in Delivery, keep it self-explanatory and simple.” He also emphasized on the significance of Rating and SLA to increase orders on the Aggregator platforms. He also added that Value Combos are most selling products as they provide complete dining experience at the comfort of home.
Alexander Valladares said, “Optimize Aggregators to drive volume and Order Direct Platforms to drive AOV.” He shared most creative & innovative marketing strategies, social media campaigns to increase sales like Reels, Family Binge Packs, Dark Ad Campaigns, Remarketing, Power of Nano/Local Influencers, Fun Engagement Posts, Referral Programs, PR and much more.
Yogesh Kiroriwal said, “Rista, a DotPe company is all-in-one solution to grow and manage Restaurant & Cloud Kitchen Business. Experience power of end-to-end Technology System with Rista.”
Sagar Daryani concluded the event saying, “Delivery is indeed the need of the hour. Therefore, NRAI being a responsible Restaurant Body organized this event which is by the Fraternity, for the Fraternity. After all, sharing knowledge will only lead to gaining more knowledge and further strengthening our Restaurant Industry. I hope this knowledge session will help lot of our Fraternity Members, especially the Standalone Restaurants and Cloud Kitchens to grow their Delivery Business and start earning profits.”
Click here to download all the presentations showcased at the TownHall.
