How a New Wave of Food Delivery Is Improving the Game
Sep 30, 2021 09:45 AM EDT | By Ernest Hamilton
Food businesses have been around for a long time. The ruins of Pompei reveal several "thermopolia," fast-food-like restaurants where patrons chose from earthenware vats of pre-cooked goods. During the Song Dynasty in Guangzhou, dim sum restaurants opened to cater to weary travellers wanting tea and a quick bite. And, more recently, the first recorded food delivery happened in 1889 in Naples, Italy, when the visiting King Umberto and Queen Margherita ordered - what else - a pizza.
Besides being a fun walk through history, these examples underscore a relevant truth about the food industry: it constantly adapts to meet the needs and demands of consumers.
As the world continues to live with the effects of COVID-19, another adaptation is underway. This time, it involves a big-picture way of revolutionizing food delivery. In this post, let's examine the new wave of food delivery that's poised to make a splash.
The Big Idea
Let's say you live in the outskirts of Miami and want to order dinner. Your options through traditional apps or flyers are limited, distant and attached to hefty delivery fees. So, you research alternatives. Nowadays, you're likely to come across Miami food delivery from getREEF - a new concept for delivery that's catching on in North America and Europe.
GetReef's food delivery platform leverages the power of proximity. Rather than sending delivery vehicles on long trips across town, they bring a network of delivery kitchens (sometimes called "ghost kitchens") to local communities, using real estate traditionally used for parking.
Credit: MART PRODUCTION Via Pexels
Why It Works
How exactly does it help consumers to bring delivery kitchens closer to communities? As it turns out, the idea has several advantages:
Speed: Because the delivery kitchens are close in proximity, food can be delivered in 30 minutes or less. And if you order CPG products (consumer packaged goods) through the platform, delivery is 10 minutes or less.
Freshness: Food delivered fast equals fresh food. By creating several delivery hubs throughout cities, the new platform ensures that everyone - no matter where you live in the city - has access to fresh food delivery. No more soggy fried chicken showing up at your door.
Economy: Unlike other apps and platforms, this one offers fee-less delivery. No service fees, no tacked-on costs. Also, there is no markup on foods. They can offer this because the delivery systems and kitchens are part of the same network.
This new approach to food delivery also benefits businesses. It allows restaurants to enter an area (either launching or expanding) without the upfront costs involved with opening brick-and-mortar locations.
Finally, the concept also enriches communities by bringing amenities closer to home. With a neighbourhood hub of great restaurants near your home, you don't have to drive across town or wait hours for a good meal. And the proximity of businesses makes it easier for people to support local entrepreneurs and kitchen owners, adding money back into the community.
The food industry is famously good at adapting. And this latest revolution in the way people get their food continues that tradition. Next time you want a burger for dinner but don't feel like waiting an hour or paying a fee, consider the new wave of food delivery.