The Sandwich and Hamburger category is advancing in the ranking of preferences of Peruvian families who buy food via delivery. Bernardo Portugal, commercial director for Peru of OrdersNowtells Perú21 the factors behind the growth of this gastronomic segment.
LOOK: “Pension reform is modest and affordable”
How is the Sandwich and Hamburger category doing on the platform?
The amount of portfolio handled in this sector and the innovations that are observed show us that it is a very dynamic sector. Last year we participated in Summum as sponsors in the Creole Cuisine segment and this year we are doing so in the Best Sandwich and Hamburger Shop segment, which is growing at a great pace (in terms of delivery orders).
How much participation does this segment have in the demand for orders?
A few years ago it was the fifth category, after grilled chicken, pizza, chifa and broaster chicken. Today it is in third place in terms of quantity, fighting there only with chifa (which is second, below grilled chicken). Now, if we talk about ticket prices, hamburgers and sandwiches already occupy second place.
How much is that ticket?
It is between S/40 and S/45, because here it has several components associated with innovation and the different proposals that exist.
Where are the most orders in this category observed?
We have a lot of relevance in Surco, Miraflores, in Lima, as well as in Trujillo and Piura. That is in the case of hamburgers. In the case of sandwiches, we must include the aforementioned areas, the districts of San Miguel and San Borja. What we see is that more and more restaurants are deciding to go for this portfolio.
How many businesses in this category sell through PedidosYa?
We have approximately 2,000 burger and sandwich restaurants. Here we are referring to everything from the big chains to the smallest neighborhood restaurants. However, overall, PedidosYa has approximately 12,000 affiliated restaurants.
Are new restaurants still being added to the platform in this category?
In fact, every month we see an increase of between 500 and 600 restaurants per month, of which between 15% and 20% are burger and sandwich restaurants. This is a sector that frequently enters PedidosYa.
Just as they come in, I imagine they also go out. What is the rotation?
We bring in between 500 and 600 businesses a month and between 200 and 300 leave. We have to consider that 30% of those that leave do so because the businesses have closed and then they enter under another company name. We also see that there are stores that enter maintenance and another group that decides to leave the application.
How are we doing in the region in terms of the number of restaurants that have the platform?
Argentina has approximately 35,000 associated businesses, but they take many years of work from us. Chile, meanwhile, has 15,000 associated businesses, and we have 12,000. Our expectation for this year is to incorporate 1,000 more and in 2025 to have 15,000 as well, but we are being more rigorous about the way in which we attract businesses.
What does this refer to?
The idea is to bring a business with a difference. What we want is for the company that joins to provide a pleasant experience to the consumer. For this reason, we have not set a goal of restaurants, because we want to concentrate our filters on attracting companies that provide a better experience to users.
Of course, because if the business does not provide a good experience, it also affects you as a brand…
Exactly. The idea is to empower businesses to have a comprehensive proposal. We are a delivery technology company, but we also offer advice. We can advise on price, district where to distribute, promotions that are working, among other factors. We also help generate brand awareness.
So attracting more restaurants is a secondary priority?
That’s right. We don’t want to bring in the biggest or the most humble sandwich chain in Peru for the sake of it, but we need the quality of service to be adequate to help restaurants boost their sales. While the number of restaurants can mean success, it’s not just about incorporating them.
Do you also have an investment plan as a platform for that?
We have a team of people who are dedicated to providing advisory services to boost business. We have logistics teams that seek to optimize delivery preparation times, but also a marketing team that helps develop the brand.
Take advantage of the NEW EXPERIENCE, receive our enriched digital newspaper by email or WhatsApp. Perú21 ePaper!Get to know our plans!
RECOMMENDED VIDEO
