The delivery zone is a delicate balance. Too restricted, you limit your potential market. Too broad, delivery times lengthen and the quality of the food deteriorates. Finding the right radius is essential.
Analyze your existing delivery data. What is the average distance of your orders? What is the correlation between distance and customer rating? Generally, beyond 4-5 km, satisfaction drops significantly for hot dishes.
Test different areas by stage. Start with a radius of 3 km, measure the results for a month, then expand to 5 km. Compare the volumes, ratings, and profitability. Some peripheral areas may have high demand and low competition.
Take into account population density. A 3 km radius in the city center covers far more potential clients than the same radius in a semi-rural area. Adapt your strategy to the geography of your market.
Platforms often allow you to adjust the delivery zone. Take advantage of this to exclude problem areas: difficult-to-access neighborhoods, areas with many delivery delays, or sectors where competition is too strong. Focus your efforts where demand and profitability are maximized.
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