The Competitive Landscape
The delivery market is crowded. Customers have dozens of options, and they'll choose the one that offers the best value, fastest delivery, or most appealing food.
But most restaurants don't really understand their competition.
They guess at what competitors are doing, make assumptions, and hope for the best.
Restaurants that do competitive analysis see:
20% better positioning15% higher prices (with same volume)30% better customer acquisitionStronger market positionHere's how to do it right.
Why Competitive Analysis Matters
The Market Reality
Customers compare optionsPrice is easily comparedReviews are publicSwitching is easyThe Opportunity
Understanding competition helps you:
Position effectivelyPrice competitivelyDifferentiate clearlyWin more ordersWhat to Analyze
Menu Analysis
What to look for:
Item selectionPricingDescriptionsPhotosCategoriesQuestions to answer:
What items do they offer?How do prices compare?What's their positioning?What gaps exist?Pricing Analysis
What to look for:
Item pricesCombo dealsDelivery feesMinimum ordersPromotionsQuestions to answer:
Are they cheaper or more expensive?What's their pricing strategy?How do they handle promotions?What's their value proposition?Quality Analysis
What to look for:
Customer reviewsRatingsPhotosDescriptionsBrand positioningQuestions to answer:
What's their quality reputation?What do customers say?How do they position quality?What's their brand image?Service Analysis
What to look for:
Delivery timesOrder accuracyCustomer servicePackagingCommunicationQuestions to answer:
How fast are they?How accurate are orders?How's their customer service?What's their packaging like?Marketing Analysis
What to look for:
Social media presencePromotionsAdvertisingContent strategyBrand messagingQuestions to answer:
How active are they?What promotions do they run?How do they market?What's their brand message?How to Conduct Analysis
Step 1: Identify Competitors
Direct competitors:
Same cuisine typeSame price pointSame target marketSame delivery areaIndirect competitors:
Different cuisine, same occasionDifferent price, same customerDifferent format, same needList 5-10 competitors to analyze.
Step 2: Research Each Competitor
Platform research:
Check all delivery platformsReview menus and pricesRead reviewsAnalyze ratingsWebsite research:
Visit their websiteCheck social mediaLook for promotionsAnalyze brandingMystery shopping:
Place test ordersExperience serviceEvaluate qualityAssess packagingStep 3: Document Findings
Create a spreadsheet:
Competitor nameMenu itemsPricesRatingsStrengthsWeaknessesOpportunitiesStep 4: Analyze Patterns
Look for:
Common pricing strategiesPopular itemsService standardsMarketing approachesMarket gapsStep 5: Identify Opportunities
Based on analysis:
Pricing opportunitiesMenu gapsService improvementsMarketing anglesDifferentiation pointsCompetitive Positioning
Price Positioning
Options:
Premium: Higher price, better qualityValue: Lower price, good qualityMid-market: Competitive price, balanced qualityChoose based on:
Your costsYour qualityMarket positionCustomer expectationsQuality Positioning
Options:
Premium qualityConsistent qualityValue qualityChoose based on:
Your capabilitiesMarket demandCompetitionBrand identityService Positioning
Options:
Fastest deliveryMost accurateBest customer serviceMost convenientChoose based on:
Your strengthsMarket needsCompetitionResourcesDifferentiation Strategies
Menu Differentiation
Ways to differentiate:
Unique itemsBetter qualityHealthier optionsCustomizationSpecial dietsService Differentiation
Ways to differentiate:
Faster deliveryBetter accuracySuperior packagingPersonal touchesExcellent serviceBrand Differentiation
Ways to differentiate:
Strong brand identityCompelling storyCommunity connectionValues alignmentUnique experiencePricing Strategy Based on Competition
Competitive Pricing
Match competitors:
Similar pricesFocus on quality/serviceWin on other factorsPremium Pricing
Price higher:
Better qualitySuperior serviceStrong brandUnique valueValue Pricing
Price lower:
Good qualityEfficient operationsVolume focusMarket share goalMonitoring Competition
Regular Reviews
Frequency:
Monthly: Full analysisWeekly: Price checksDaily: Promotion monitoringTools:**
Manual checksPrice monitoring toolsReview trackingSocial media monitoringAlerts
Set up alerts for:
New competitorsPrice changesNew promotionsReview changesMenu updatesUsing Competitive Intelligence
Menu Decisions
Use data to:
Add popular itemsRemove underperformersAdjust pricingCreate differentiationPricing Decisions
Use data to:
Set competitive pricesIdentify premium opportunitiesFind value gapsTest pricing strategiesMarketing Decisions
Use data to:
Position messagingTarget promotionsDifferentiate clearlyWin customersCommon Mistakes
1. Copying Competitors
Copying = no differentiation. Learn from competitors, but be unique.
2. Ignoring Competition
Not knowing competition = blind decisions. Always monitor.
3. Price Wars
Racing to bottom = no profits. Compete on value, not just price.
4. No Differentiation
Being the same = no reason to choose you. Differentiate clearly.
5. Not Updating
Competition changes. Update analysis regularly.
Real Results
A restaurant we work with did competitive analysis:
Analyzed 8 competitorsIdentified gaps and opportunitiesAdjusted pricing strategyDifferentiated clearlyResults:
15% price increase (with same volume)20% improvement in positioning25% better customer acquisitionStronger market positionGetting Started
Week 1: Identify 5-10 competitorsWeek 2: Research each competitor thoroughlyWeek 3: Document findings and analyze patternsWeek 4: Identify opportunities and create strategyOngoing: Monitor and update regularlyThe Bottom Line
Competitive analysis isn't about copying competitors—it's about understanding the market and positioning effectively.
The restaurants that do competitive analysis see:
Better positioningHigher pricesMore customersStronger market positionStart by identifying your top 5 competitors. Research them thoroughly. Then use the insights to improve your position.
For a restaurant doing $50k/month:
15% better positioning = $7,500/month in valueAnnual impact = $90,000+Worth the effort? Absolutely.