With the recent release of the Uber Eats success score, every delivery platform in France now has its own program aimed at rewarding restaurants according to different criteria.
But what is the purpose of these scores and how do they work?
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To continue attracting customers to their apps and converting visits into orders, delivery platforms value restaurants with prices similar to those charged on site, and with clear, comprehensive menus.
A major challenge for them is to avoid price mark-ups by restaurants. To this end, they regularly collect restaurant prices and calculate a mark-up rate by comparing items sold online with those sold in the restaurant.
π This rate does not entail direct penalties, but it does condition access to benefits.
Customer satisfaction also remains central: it relies on both a good delivery experience and taste quality.
Platforms therefore include the rate of incident-free orders in their calculations, as well as customer reviews of dishes.
Attract, convert and retain: these are the three objectives behind the tools deployed by Uber Eats and Deliveroo.
π A quick look at how Uber Eats' success score and Deliveroo's confidence score work.
Uber Eats success score
Launched in France last June, the score is based on..:
- π Operational excellence, which includes the correct processing, accuracy and punctuality of orders, as well as the quality of dishes over the last 84 days.
- π The price mark-up, which corresponds to the difference between the prices displayed on Uber Eats and those charged in restaurants.
- π Menu clarity, calculated via the percentage of items with descriptions and/or photos.
- β Average customer rating over the last 90 days
- β»οΈ The use of recyclable packaging.
This score classifies restaurants into one of 5 levels: Insufficient, Fair, Good, Very Good, Excellent.
It is recalculated every 1st of the month, and conditions the restaurant's level of visibility, access to marketing tools, and financial rewards granted by Uber Eats.
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Below is a summary of access and benefits, according to score.
In a nutshell:
- Insufficient level: no benefits, either financial or in terms of visibility. No more opportunities for promotional offers and sponsored ads.
- Correct level: access to marketing tools for making offers and ads, but no benefits. The restaurant will pay the full offer fee (see below).
- Good level: access to marketing tools, presence in additional carousels, 25% discount on bidding fees in France.
- Very good level: access to marketing tools, increased visibility (carousels, badges, highlights in marketing campaigns sent by email to customers), and 50% reduction in offer fees in France.
- Excellent level: access to marketing tools, advertising budget offered by Uber Eats, co-financing of certain offers taken care of by the platform, increased restaurant visibility (carousels, badges, highlights in marketing campaigns sent by email to customers), reduced commissions, and exemption from offering fees.
Uber Eats offer fees
Alongside the success score, Uber Eats has also introduced an offer fee of β¬0.89 excluding VAT.
These fees, charged to restaurants, apply to every order containing a promotional offer.
As indicated in the details of the benefits of each level of the success score, these fees can be more or less reduced, or even waived.
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The Deliveroo trust program
Rolled out in 2024, the Deliveroo trust score rewards restaurants that offer prices similar to those charged locally, and that excel in their operations and in the quality of products sold.
It also penalizes "poor performers", by limiting access to certain marketing features, and reducing online visibility.
This score takes into account:
- π Price mark-up.
This mark-up must be less than 10% between the amounts on Deliveroo and in the restaurant to hope for a Good score, and equal to 0% to obtain an Excellent score. - π΄ Service quality, which takes into account erroneous orders, orders prepared late, orders refused and orders cancelled by the restaurant.
This is an overall percentage that must not be exceeded. - π Product quality, assessed via customer ratings.
The minimum rating is 4.2 / 5 to qualify for Good and Excellent scores.
Updated every 5th of the month, and based on the previous month, this score places restaurants in 5 levels: Action required, Needs improvement, Acceptable, Good, Excellent.
Here are the detailed thresholds:
βInsummary:
- Action required: drop in natural referencing, limited access to promotional offers at first, then rapidly banned from offers and ads. High risk of account suspension if no change.
- Areas for improvement: lower natural referencing, limited access to promotional offers at first, then removal of promotional offers and sponsored ads.
- Acceptable: gives access to marketing tools without limitations, but does not give entitlement to benefits or penalties.
- Bon: access to marketing tools and additional audience targeting (potential customers, existing customers) for promotional offers, increased visibility ("Bon plan" label, additional "quality-price" carousels, priority appearance in offer carousels). The restaurant is also eligible for 2-day monthly Flash offers.
- Excellent: access to marketing tools and additional audience targeting (potential customers, existing customers) for promotional offers, increased visibility ("Bon plan" label, additional "quality-price" carousels, priority appearance in offer carousels). The restaurant is eligible for Flash offers 1 day a week.
Deliveroo Flash offers
The aim of these offers is to reward restaurants with a Good or Excellent score , i.e. offering prices similar to those in restaurants, and with a certain quality of service.
These offers:
π― are entirely financed by Deliveroo,
π·οΈ offer a 50% discount on the entire restaurant menu (up to 15β¬), in early service,
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take place 2 days a month for restaurants with a Good score, and 1 day a week for restaurants with an Excellent score.
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How can you benefit from these advantages and optimize your profitability?
The challenge for restaurants is to benefit from the advantages offered by the platforms via these scores, while maximizing their profitability π°.
Having the same prices on platforms as in restaurants, paying commissions and the costs of offers and ads, all while being profitable, becomes a real tightrope walker's exercise.
To maximize sales and take advantage of the benefits offered by the platforms, it is certainly necessary to ensure price consistency between the platforms and on-site sales.
But it is becoming imperative touse the platforms' marketing tools wisely, to avoid an explosion in offer-related costs.
A tool like Flynt allows you toadjust a restaurant'smarketing actions on delivery platforms, according to its activity π.
You can thus automatically trigger promotional offers and ads and adjust their aggressiveness, according to certain criteria, to optimize your profitability, and avoid unnecessary costs.
Shall we show you?
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