Having a delivery app of its own puts big brands at the forefront of the industry

With the increasing demand for delivery services, large food networks are increasingly seeking alternatives to reduce dependence on third-party platforms such as iFood and Rappi. The creation of a delivery application itself ends up becoming a strategic solution for brands that want to have full control over their operations, logistics and, especially, in relation to the experience they provide to their customers.

During the pandemic, the delivery sector consolidated itself as a fundamental pillar to generate revenue for many companies. A survey by VR Benefits in partnership with the Locomotive Institute revealed that in 2021, 89% of establishments used delivery as the main sales strategy, reflecting an increase of 29% in relation to the pre-pandemic period. The delivery segment represented more than half of revenue for 56% of businesses, becoming a central piece in large network operations. In addition, the volume of spending on delivery in Brazil reached R14T, Service 20 billion, Service14020, GST2040140, GST202.

Rafael Franco's, CEO of Alphacode, a company responsible for developing applications for brands such as Habibs, Madero and TV Band, highlights the advantages of investing in its own solution. “When creating an exclusive application, brands eliminate the high commissions charged by marketplaces, which directly impacts on the profitability of”, he says. For him, in addition, the company gains the ability to offer an interface aligned with the identity of the business, allowing exclusive promotions and personalized notifications that encourage repurchase and keep the customer engaged.

Advantages of own application

With their own app, large networks have direct access to their consumers' data, such as preferences and order history, which enables highly personalized communication.Marketing campaigns, loyalty programs and other engagement actions become more efficient when consumer data is under the control of the company, unlike third-party platforms, where information is limited.

“In addition to controlling the complete journey of the public, from navigation in the app to the moment of delivery, networks can offer segmented promotions, such as discounts by region, and manage their logistics with greater flexibility”, he adds that loyalty programs integrated into the app generate greater recurrence, creating a cycle of continuous engagement and strengthening the relationship of the brand with the consumer.

Strategic loyalty and brand control

A survey conducted by the QualiBest Institute in 2022 showed that 63% of consumers choose to physically visit a restaurant after trying it via delivery applications, showing the impact that a good delivery experience can have on customer loyalty. Own applications allow brands to offer an initial experience personalized enough to increase the likelihood of loyalty and positively influence the purchase decision.

The development of an own application is shown as an essential strategy for large networks that seek to improve profitability, control the consumer journey and customize the experience of the same. By reducing the dependence on intermediaries and directly control all stages of the process, these corporations generate greater competitiveness and can offer a superior service to competitors, meeting more assertively the expectations and needs of their consumers.