As operators launch new delivery channels and virtual brands, the importance of integration is increasingly coming into the spotlight.
Picture the scene. A counter stacked with tablets vie for space and the attention of a restaurant manager, who is desperately trying to keep in top of multiple orders pinging in from various delivery partners. Having launched two virtual brands, a vegan and taco offering, the restaurant is making the most of its kitchen space during lockdown, but this has only added to the tangle of wires.
The boom in delivery brought about by the closure of dine-in has been much discussed. Less considered is this new dynamic has strengthened the case for a relatively unsung player in the space – the integration partner.