Industry Insight: Shining the Spotlight on Gig Workers in the On-Demand Delivery World

A fresh perspective

It’s come to light that, actually, we don’t talk about the significance and importance of the role of the courier in a full-scale delivery service quite enough.

We spend time thinking about the menu and products we offer to our customers, our route to market and how we build brand awareness. We consider how to package our food and put a great deal of thought into the internal processes and infrastructure implemented to manage orders and prepare the food. We’re selective in the aggregators we choose and we do our research to make sure we’re hitting the best possible chance of getting our menus out there and the food on our customer’s tables.

And of course, this is all really important stuff to factor in if you want to win at on-demand delivery. But actually, if you break it down and think about it, we’re missing a key piece of the delivery puzzle.

The delivery riders and drivers are the ones to deliver the goods. It’s kind of obvious but somehow has a tendency to be overlooked. They are the only face-to-face human interaction element of the entire operation, and without them, well – you quite simply wouldn’t have a delivery service at all.

As Jay has been navigating through the streets on his electric bike, collecting orders from a wide range of restaurants, shops, cafes and fast-food establishments, and delivering them to the customer’s door, he’s opened his eyes to how his experiences can support others.

And, he feels that now is the time to shine the spotlight on delivery riders and drivers working within the gig economy. He wants to not only support others like him, but also the venues from which he delivers and the aggregators for whom he works so that everyone can get the very best out of what they do.

Lifting the lid on delivery

Jay is here to offer a window into the world of delivery riding and driving. He aims to equip businesses with a better understanding of the roles, responsibilities and workflow of a delivery rider or driver, uncovering just why they play a fundamental role within a successful on-demand delivery operation.

He breaks it down for us and explains the value and importance of building strong relationships within the local delivery network. He reveals what venues are doing well to support couriers and also uncovers the hurdles that some venues are yet to overcome.

He’s got plenty of advice on what venues can do to improve their relationship with couriers from a first-hand perspective, supporting them to step it up a gear in bettering their own customer experience and offering in doing so.

What can venues using third party aggregators do to support gig workers whilst improving their own delivery performance?

Timing is key

As Jay explained, delivery people earn money for each order they successfully deliver. Some aggregators also offer awards or bonus payments for couriers that complete a certain number of deliveries within a set time. The more deliveries a rider or driver can complete per hour, the higher their hourly rate.

One of the biggest challenges riders and drivers commonly face is order delays. When a rider arrives at a venue and they have to wait longer than expected for an order, the venue is then eating into the couriers hourly pay. Undoubtedly, this puts a dampener on rider’s experience as well as their paycheck at the end of their shift. But it can also have a rather negative impact on the venue itself.

Of course, in the first instance, any delays in food preparation time is going to set the delivery time back. When orders arrive at the customer’s door later than scheduled, the venue runs the risk of lowering its rating on third party platforms and losing repeat business. But actually, there’s more to it than that.

If a rider or driver is repeatedly kept waiting at a venue, they aren’t going to want to accept future orders. Couriers have a living to make too, and naturally, they will accept orders from venues from which they trust won’t damage their earning potential. When venues build up a poor reputation for timings, they start to limit their pool of couriers, with less willing to accept collections from their store or restaurant.

The takeaway

Jay explained that many riders understand that things happen and from time to time. On the odd occasion, it’s only natural that an order may be running later than scheduled. In this instance, Jay reports that the very best thing a venue can do is be realistic and honest about timings.

Transparency is key here. If an order is going to take an extra 20 minutes, tell the courier. It helps them to plan their schedule once they have left your venue and is key for building positive and trusting relationships.

Respect for riders

For Jay, he loves meeting new people and delivering for venues that welcome riders and drivers with open arms. Venues that understand the significance of the courier’s role, treat riders and drivers with kindness and respect and make them feel welcome are the most enjoyable venues to visit and deliver for.

Unfortunately, not all venues have the same positive attitude. This can take its toll on the courier’s experience and leaves a bad taste. Just as when orders are continually running late, the same story goes for couriers that have negative experiences with staff within a venue. Riders and drivers are more likely to reject an order from a venue where they have previously encountered a bad experience. This can a negative knock-on effect on the venue’s delivery performance.

Problems often stem from a lack of trust in drivers and riders. However, when in-house staff understand the role and responsibilities of the courier and have trust in the riders and drivers, it makes for a far more pleasant experience. It’s also key for speeding up efficiency and making for a far more seamless and smooth process, which of course feeds back into the venues own earning potential.

The takeaway

Ultimately delivery riders and drivers want to enjoy their work, and support local venues in doing so. They will want to return to friendly, welcoming venues. It’s a two-way relationship that requires mutual respect and understanding.

Jay told us that one of the most valuable things that venues can do is to treat delivery people and customers in the same way. Providing training and improving understanding of the couriers’ role is really important. Educating team members and informing them of the processes helps to break down nurture strong relationships between staff and riders.

Getting the balance right

For many restaurants, stores and cafes, one of the best ways to optimise revenue, is to branch out and provide delivery alongside an in-house offering. It’s the perfect way to make better use of kitchen space whilst building brand awareness and catering to a wider audience.

But some venues hit a bit of a stumbling block when there becomes a conflict on the priority balance between in-house and delivery orders. Jay mentioned that commonly there is a disconnect between the understanding of how in-house and delivery services are supposed to work alongside each other.

Quite often, whilst staff are trained and equipped to deal with in-house operations, they aren’t always entirely certain about how to manage order collections from riders. Usually, this amounts to added pressure and stress during peak times when in-house teams are working against the clock to get orders out on the tables to dine-in customers as well as out the door via delivery riders and drivers.

This can affect the quality of the order and ultimately cause delays – two issues that funnel down the line and impact delivery performance. No one wants this to happen, but it is something that can be avoided with the right processes, staffing and infrastructure in place.

The takeaway

It’s all about being prepared and one step ahead. Putting systems into place, whereby both in-house customers and couriers are being dealt with at the same time is key for striking that balance.

Some venues find that during peak times, having certain team members that deal solely with couriers and others that only service dine-in customers is one way of ensuring that the priority balance is right. And of course, providing teams with the right technology and equipment they need to do this is essential.

Adapting for delivery

Jay informed us that the best venues to deliver for are those that are geared up to provide delivery, factoring in the presence of delivery riders and drivers within their venue and accommodating accordingly.

When it comes to collecting orders from a restaurant, couriers want to be in and out as quickly as possible. And, if they do need to wait around, they don’t want to be getting in the way of customers or staff. For that reason, hanging around by the bar or front door isn’t always ideal.

The takeaway

There are a few things that venues do to cater for the fact that delivery people are going to be nipping in and out during peak times. Some venues create a specific courier collection and waiting area, or even a separate entrance to use – both are superb ways of accommodating for couriers.

But most importantly, the best venues to provide delivery for are those that are aware of the collection process. They have trained their staff on what to do. They know how to handle situations if errors arise and they have a good understaning of the aggregator platforms that both they and the rider or driver is using. Aim to be on the same page, understanding each role and workflow in the process.

Work together to win together

Building strong relationships with delivery riders and drivers works to mutually benefit both the venue and the delivery person themselves. There is a significant correlation between the delivery rider’s experience and the performance and quality of a venue’s delivery service.

A summary of Jay’s top tips for venues:

• Always treat delivery riders with kindness and respect – it costs nothing, ensures that couriers leave your venue with a smile on their face and is essential if you want to build a strong, well-connected delivery network
• Get to know how couriers work and their workflow, understand the challenges they face and learn more about the platforms that both you and they are both working with
• Provide your teams with training on how to deal with the couriers when they arrive to collect orders from you
• Be honest about timings – transparency is key for building long-lasting, mutually respectful relationships
• Implement systems in-house that work to optimise each process and clearly distinguish between dine-in and delivery order collection
• Be prepared for peak times and manage human resources accordingly
• Trust in couriers – don’t let previous bad experiences overshadow your view of your local delivery fleet
• When and where possible, try to create a dedicated collection area, where couriers can move in and out easily and wait for orders

To find out more about Jay and his work, click here.