The temptation is great to expand one’s delivery zone to reach more clients. But a zone that is too large can be counterproductive.
The problem with large delivery zones: longer delivery times = cooler food = negative reviews = lower rating = fewer orders. It’s a vicious cycle.
The ideal area: a maximum of 15 to 20 minutes drive. Beyond that, the quality of the dishes deteriorates significantly, especially for hot dishes.
Optimize: focus on a limited area or you can guarantee fast and quality delivery. It’s better to dominate a neighborhood than to be mediocre throughout the entire city.
Progressive expansion: Once your score has stabilized above 4.5 in your primary zone, consider a 10% expansion of your radius.
Premium zones: identify neighborhoods with high purchasing power in your area. These are often the clients who order the highest baskets and leave the best tips.
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