Why D2C is changing the game in hospitality

Lucy Woodward
June 10, 2022

D2C (Direct to Consumer) is not a particularly new concept in the world of E Commerce. But in hospitality, it still feels like people don’t know a lot about it. So what is it exactly? Essentially it’s a B2C strategy where a business will make, promote, sell and ship a product directly to the customer. And in the case of Slerp, we help you do all that but online.

D2C is only growing and research shows a key reason for this is convenience and ease of use. The modern day consumer wants to buy goods from you in the simplest and easiest way possible. And it doesn’t get much easier than having your food cooked and delivered directly to your doorstep.

In fact, D2C is getting a bit of a rep for being a real positive force in the industry. And not to brag but we were recently dubbed “the ethical one” in Time Out’s round-up of best Deliveroo alternatives for order-in takeaways. So why is D2C so popular?


Build direct relationships with your customers online!


Unlike with third party platforms, with D2C you know who you are selling to because you have access to your data. Hospitality people are people people! D2C combines the convenience of online ordering with the personal touch of customer service. Allowing you to expand your customer reach without taking the human element out of it. What’s more, you can reward them. Thank your customers with built in digital loyalty schemes and they will keep coming back.


Cut out the middleman 


It also streamlines the whole process. There are naturally some benefits to market places, and we’re not saying there isn’t a place for them. But D2C simplifies things for the business and the consumer. In fact, 62% of people would actually prefer to order directly if given the option. And you have more control over the process, which is key, this is your online business! With Slerp you can manage your order volumes so you never have to sacrifice on quality. You also take more home. We know how difficult the current climate can be (we’re from hospitality too, so we’re in it with you). With lower commission comes higher margin and that is always a win.

62% of people would actually prefer to order directly if given the option.


Bring your brand online


You’ve kitted your physical store out to represent your brand, with your logo, your colours and your style. With D2C you can do that online. Slerp sits behind your brand handling the logistics and operations but you would never really know it! We’re naturally biassed but we reckon our software is some of the best looking out there. Now imagine it in your colours…

What’s more, D2C creates a much more personal experience for customers. Just as buying items from your own physical store might be compared to a retailer or department store. Some businesses are taking personalisation to the next level with their own app, opening up yet another D2C channel. You might think that this is a luxury only the big players can afford, but you’d be wrong. With Slerp you can own a spot on your customers phone with a branded app all of your own without the sky high prices.

Deliver what your customers want


We’ve talked about how important convenience is to the consumer. Online ordering and D2C were not just a trend in the pandemic. People want the flexibility of being able to eat their favourite food on their sofa (in their pyjamas). D2C doesn’t replace eating out in your restaurant, it saves customers the time and effort of preparing a meal, with 74% of people saying they order in to replace cooking. It really is a fantastic way for restaurants and cafes alike to get online and satisfy their customers.


📸 Pavilion Bakery


Real, sustainable growth

It’s not a quick fix, D2C provides businesses with the opportunity to grow, and grow sustainably. It’s an affordable and long term solution to success in the online market. It can help businesses open up new channels for sales, reach new customers and ultimately future-proof your business. If there’s anything we have learnt from the last two years, it’s that relying on one method of sales can be risky. At Slerp we adapt to your needs. We work with big and small businesses, multi and single site, to help you grow your business.

So with all that to consider, it’s safe to say that D2C is not only a positive force but one to be reckoned with. It offers a multitude of opportunities for the hospitality industry and if it sounds like something you want to explore, get in touch now.

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