Restaurant Business: Saladworks Believes Strongly in Delivery as Part of its business model

“Delivery is almost a requirement now, at least in my slice of the industry—fast casual,” says Paul Steck, president and CEO of Saladworks, a fresh-tossed salad concept based in Conshohocken, Penn., with more than 100 franchised units. “You have to offer it; that’s not a question anymore. The question now is how to do it.”

Steck says Saladworks encourages its franchisees, particularly new store owners, to transition from using a provider such as GrubHub or DoorDash initially into doing their own in-house delivery. “Our take on it is, if you open a new store, GrubHub is important to help with marketing—it’s another website with your logo and name, and it helps non-users try you out,” he says.

However, Steck adds, after becoming established, operators can avoid delivery sites’ fees, which can be 20 percent of an order. “We recommend a new store [outsource] only for the first few months, then bail off and do delivery yourself where you can save that money,” he says. “That seems to work for most franchisees in [our] newer restaurants.”

With their own in-house delivery program, franchisees can make sure drivers are well trained, dressed in a uniform and have the right demeanor and attitude to also deliver excellent customer service, Steck adds. “A good-looking delivery vehicle also lends credibility while [at the same time] marketing your brand,” he says. “A logoed vehicle driving all over town is a moving billboard.”