The On-Demand Company (TODC) wants to make your restaurant the talk of the town on third-party delivery platforms.
“Our main business objective is to be the third-party marketing experts for brands,” said Ray Ali, TODC founder and CEO.
The company works to enhance visibility and customer engagement on DoorDash, Uber Eats, and Grubhub, in turn boosting orders.
Platform Direct, the company’s primary service, manages a restaurant’s online presence on delivery platforms. It starts by analyzing local purchasing habits and the restaurant’s menu, enhancing it with modifiers, upsells, and add-ons.
The On Demand Co. aids restaurants in boosting visibility on third-party apps like DoorDash.
TODC ensures that every menu item features attractive images and is appropriately tagged to appear in relevant categories. For example, it might shift a storefront from just “Deli” to include “Sandwiches,” “Fast Food,” and “American” to reach a broader audience.
“Think of it as hyper-local marketing,” said Ali. “What categories are they in? How is the customer finding them? What is the appeal when they go to that [restaurant’s] page?”
TODC tracks key metrics such as impressions, clicks, and conversion orders. They also handle promotion management and provide a weekly sales review, compiling sales data into reports. By collaborating with account executives from major delivery platforms, TODC gains insights into hyperlocal delivery zones.
Boosting third-party ranking
The company also monitors reviews and manages issues that impact performance, such as cancelled orders and errors, which can negatively affect a store’s search ranking.
By utilizing this, restaurants can gain better placement on third-party apps and improve their chances of appearing in high-visibility sections like the “Most Loved” category on DoorDash within their local area.
“Most of the brands that we meet with are focused on first-party, which is valuable, but there’s a lot of untapped potential to take sales to the next level on third-party,” said Ali.
Sunjay Ramsinghani, a TOGO’S Sandwiches franchisee, has experienced these benefits firsthand.
“For operators like me who are busy and not as tech-savvy, there are barriers to optimizing the online marketplace. Franchisors push us to enroll in third-party delivery services but provide little guidance,” Ramsinghani said.
“The biggest advantage was achieving better placement on delivery-service platforms and drawing customers to our store rather than competing national brands,” Ramsinghani said. “TODC’s optimization significantly increased our customer base and visibility in the area.”
In addition, as an add-on service to Platform Direct, TODC can create custom virtual brands, using a restaurant’s existing menu and ingredients and set them up on delivery platforms.
