Food Delivery Strategy with Wildflower CEO
Louis Basile, founder of Wildflower Bakery, recently shared insights on the evolution of delivery services and the company's approach to hospitality and continuous improvement. With roots in his family's New Jersey diner, Basile has witnessed the transformation of delivery from simple neighborhood drop-offs to today's tech-driven platforms.
Wildflower Bakery initially hesitated to adopt third-party delivery services due to concerns about profitability. However, as delivery companies became more flexible with pricing models, Wildflower embraced the change. The COVID-19 pandemic accelerated this shift, with delivery now accounting for nearly 20% of Wildflower's revenue and total takeout business approaching 50%.
Basile emphasized the importance of strategic menu offerings for delivery, focusing on best-selling items that travel well. He also stressed the need for appropriate pricing to ensure profitability, given the fees associated with third-party delivery services. Wildflower maintains its commitment to hospitality by treating delivery drivers with kindness and respect, offering them free drinks and support.
The company's dedication to quality and efficiency is evident in its use of technology and custom-designed to-go centers in most stores. Wildflower sets high standards for order accuracy, aiming for 99.75% accuracy on online and app orders and 99.4% for delivery orders. These metrics are regularly reported to all restaurants, fostering healthy competition and driving continuous improvement.
Basile believes that delivery is here to stay but acknowledges potential challenges, including changing consumer demographics and economic pressures. He also highlighted the importance of creating an organizational culture that encourages open communication and accountability. Wildflower's "My Job" system for managers focuses on key responsibilities, including reducing hourly turnover and maintaining high guest satisfaction ratings.
Looking ahead, Wildflower plans to continue its growth with smaller-footprint stores and is exploring the possibility of drive-thru pickup areas. The company remains committed to being "food forward" while balancing innovation with customer preferences. Basile's leadership philosophy emphasizes celebrating successes and fostering a positive work environment, which he believes is key to delivering compelling experiences and growing the business.
Guest: Louis Basile | President/Founder, Wildflower Bread Company
