With the increasing demand for delivery services, large food chains are increasingly seeking alternatives to reduce their dependence on third-party platforms, such as iFood and Rappi. Creating a custom delivery app becomes a strategic solution for brands that want to have full control over their operations, logistics, and most importantly, the experience they provide for their customers.
During the pandemic, the delivery sector has become a fundamental pillar for generating revenue for many companies. A survey by VR Benefícios in partnership with Instituto Locomotiva revealed that in 2021, 89% of establishments used delivery as their main sales strategy, reflecting a 29% increase compared to the pre-pandemic period. Delivery services accounted for more than half of the revenue for 56% of businesses, becoming a central piece in the operations of large chains. In addition, spending on delivery services in Brazil reached R$40.5 billion, a 24% increase compared to 2020, according to GS&NPD and Instituto Food Service Brasil data.
Rafael Franco, CEO of Alphacode, the company responsible for developing apps for brands like Habibs, Madero, and TV Band, highlights the benefits of investing in a proprietary solution. “By creating an exclusive app, brands eliminate the high commissions charged by marketplaces, which directly impacts profitability,” he says. In addition, the company gains the ability to offer an interface aligned with the business’s identity, allowing for exclusive promotions and personalized notifications that encourage repeat purchases and keep the customer engaged.
Advantages of the proprietary app
With a proprietary app, major networks have direct access to customer data, such as preferences and order history, enabling highly personalized communication. Marketing campaigns, loyalty programs, and other engagement actions become more effective when customer data is controlled by the company, unlike third-party platforms where information is limited.
“In addition to controlling the complete customer journey, from app navigation to delivery, networks can offer segmented promotions, such as region-based discounts, and manage their logistics with greater flexibility,” highlights the expert. He further adds that loyalty programs integrated into the app generate greater recurrence, creating a cycle of continuous engagement and strengthening the brand’s relationship with the customer.
Strategic loyalty and brand control
A survey conducted by QualiBest Institute in 2022 revealed that 63% of consumers choose to physically visit a restaurant after trying it through delivery apps, demonstrating the impact that a good delivery experience can have on customer loyalty. Proprietary apps allow brands to offer an initial personalized experience significant enough to increase the likelihood of loyalty and positively influence purchasing decisions.
The development of a proprietary application proves to be an essential strategy for large networks seeking to improve profitability, control the consumer journey, and personalize their experience. By reducing dependence on intermediaries and directly controlling all stages of the process, these corporations generate greater competitiveness and can offer a superior service to competitors, more accurately meeting the expectations and needs of their consumers.
