The unrestrained race of the express delivery

All players in the trade are close partners logisticians to meet the challenges of the fast delivery. The franchisees also. At the risk of degrading their margins.

Bordeaux, Marseille, Montpellier... Not a city does not escape the whirlwind of delivery bike for pizza, burgers or other sushi ! Bags on the back, helmet on head, all pedalling for Deliveroo, Just-Eat (ex Allo Resto) or Uber Eats... when they are not on strike to denounce their working conditions or remuneration. "I have long been against the platforms of delivery, but I was forced to change his mind," admits Bruno Bourrigault, creator of the brand Speed Burger, launched in 1995 in Angers. Fort of 46 points of sale, including 41 in the franchise, this network uses its own delivery employees. But today, it is also present on most sites, delivery of meals at home, and in particular on Uber Eats, Deliveroo and JustEat.

new competition... essential

The reason for this turnaround? "These aggregators have acquired a real notoriety, including in mid-sized cities, and they generate a significant number of orders", explains the boss of the sign. "And then, they have introduced a new competition giving the opportunity to all the restaurateurs to make the delivery. The franchisees can not afford to be absent from this market." Maxime Charbonnier, founder of Best Bagels (six restaurants, four of which are free and two pilots, to Lyon and Dijon), was, as to him, not "what ifs". "We were not doing delivery. We therefore assessed the shortfall and we decided to launch on these platforms," explains the entrepreneur.The question is not raised as in the restoration, far from it.

more and more distribution networks provide services of home delivery, whether for the office furniture (Bureau Valley), the materials of diy (Brico Cash, Grouping The Musketeers), sporting goods (Intersport) or the ready-to-wear male (Devred 1902). In the great food distribution, the battle done the same rage : Carrefour, Casino, Monoprix... All betting on the future of express delivery, with the construction of warehouses giants and the signing of partnerships with professionals in the routing (Casino with Ocado, the Supermarket with Amazon...).

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On the flower market, Monceau Fleurs, meanwhile, announced this year its intention to market its own bouquets Amazon.fr (28 million unique visitors per month in France), after having launched a website and an e-commerce application. This is, again, to "seduce a new clientele," urban and affluent, attentive "both in the quality of products, convenience of ordering and speed of delivery". In the Île-de-France, Monceau Flowers plans to appeal to the steeds of the start-up to Stuart to make the first deliveries of bouquets sold in stores franchised.

A huge margin of progression

Because the demand is there. In the restoration, the revenue related to the delivery shows a growth of 20 % year on year (1 September 2018), according to the firm, the NPD Group, which is a reference in the sector. The rise of aggregators of delivery, generous in the "promotional codes" and very active in the field of communication, explains in part this increase, as the habit has now been acquired for online ordering.

The institute's view is that "orders placed via the Internet (via the website of the restaurant, an aggregator or a mobile application) have jumped 66 % year on year and now account for 50 % of the delivery market". The icing on the cake, 49 % of the orders are carried out in the evening, at dinner time, a niche on which consumers are more likely to untie the purse strings for pleasure : the average of the orders placed in the evening is as well to 9.7 euros from 7.1 euros at lunch time.

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"But we must not be blinded by this growth, says analyst Maria Bertoch, restoration specialist at NPD. About 160 million visits recorded in commercial catering, only 3 % correspond to the day of the orders delivered." The scope for growth is huge when we compare this figure to that of the United Kingdom (8 %) and Spain (5 %).For retailers, this additional revenue is more "margins degraded", was complaining recently expert Bernard Boutboul, in the columns of the magazine specialized Catering.

issue data

At Best Bagels, Maxime Charbonnier evaluates to a 30 percent share of the revenue credited to the platforms on each order. Add to this a marketing budget of more consequence to communicate on these services and optimize the seo. Even the sound of a bell at Speed Burger, where Bruno Bourrigault alert on a form of "unfair competition" : "They pay drivers independent to the race, the more often autoentrepreneurs, then we need to buy scooters, electric bikes, pay the employer's contributions, pay for the gas...

The contractor points to other risks to the networks. "The platforms have now the data on the clients, and they do not share with the signs. However, these data were until now part of the value of the fund trade. We do not have the on hand methods and the quality of the deliveries, which is a real problemth for a network of franchise supposed to standardize all the processes." Same observation for alan Bodet, responsible for the development of the franchise Sweety and Company (pet stores). "The delivery, which represents 12 % of sales, has disadvantages. It is more difficult to achieve sales in additional, generating margins, in-store, where it is very common for people to leave with collars or toys for their pets in addition to the croquettes..."

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A fragile system

Multiple shadows weigh on these new channels of delivery, in particular when they involve major platforms. First of all, the fierce competition to which they deliver every day let the fear of the disappearance of the future : it is already the case in the German Foodora, who has decided to close its French subsidiary in 2018, in the absence of having been able to get a place on the market, or the belgian Take Eat Easy, which has lowered the curtain, and parked their bikes in the garage in 2016. In the wake of a judgment of the Court of cassation, published on 28 November 2018, some are also concerned that these platforms are the future constraints of salarier the drivers that they seek today as self-entrepreneurs, and to increase significantly their costs of operation. In defining them as a contract of employment a commercial contract of a former delivery driver for Take Eat Easy, on the grounds that there existed a relationship of subordination between him and his employer, the judgment of the Court of cassation could undermine the whole system and reshuffle the cards in the coming months. In the end, it may well be that one or two winners, the american Amazon and the chinese Alibaba which has already put its pieces in France!