If you did not attend this year’s
National Restaurant Show in Chicago last May you may have missed the
information that Lunchbox is launching a commission-free online ordering system
for ‘mom-and-pops’ as it looks to expand its reach beyond chains.
That’s right, Lunchbox Essential includes
many of the same features as the startup’s chain-oriented product, including
online ordering, marketing and loyalty tools. It does not offer a mobile app
option, nor does it integrate directly into a restaurant’s POS system according
to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, “Lunchbox is equalizing the playing
filed. Opening a lave on the information super highway for everyone.”
Now consider that restaurants with three
or fewer locations can set up a Lunchbox online ordering page themselves in as
little as 30 minutes, according to the company. They will pay Lunchbox nothing,
though they may be on the hook for delivery fees if they use a third-party
delivery provider. A “negligible” convenience fee will be passed on to
customers, the company said.
So, this new product is geared toward
restaurants that don’t have online ordering or that depend on a marketplace
like DoorDash for their digital business.
What’s good for the little guy is also
good for Lunchbox, as it allows them to enter the independent restaurant
market. Founded in 2019, its initial focus was mid-size chains, and it has
recently gone after large brands with the acquisition of online ordering company
NovaDine. More than 2,500 restaurant locations
currently use Lunchbox.
The move puts Lunchbox in competition with
other indie-focused online ordering companies, such as ChowNow and Popmenu.
Considering that Lunchbox will get no
direct revenue from the new product, Alamgir said it will support the company’s
ongoing battle against delivery marketplaces. And if it helps keep restaurants
in business, “we can figure out how to make money later” with upsells or other
add-ons, he added.
The system is in the middle of a soft
launch, but Alamgir said he expects it to be in 1,000 restaurants in the next
two months and “thousands” by the end of the year.
To keep up with the growth, Lunchbox is beefing up its
tech support team. Lunchbox Essential customers will have access to the same
services as chains do, Alamgir said, and the company is working on adding staff
to help get them set up. “I’m just excited to speak to both groups now,”
he said.
Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook, LinkedIn, or Twitter
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