Executive Summary
A prominent local restaurant faced challenges managing multiple delivery platforms while trying to boost revenue through increased marketing spend. Through implementation of a custom Business Intelligence (BI) dashboard, we helped the restaurant owner uncover critical insights about their delivery platform performance and marketing ROI, ultimately leading to improved profitability and operational efficiency.
The Challenge
The restaurant operator was managing three major delivery platforms (UberEats, DoorDash, and Grubhub) while wearing multiple hats in the business. They faced:
- Pressure from delivery platforms to increase marketing spend
- Declining sales numbers across platforms
- Complex, siloed reporting systems from each platform
- Limited time to analyze and compare performance metrics
- Rising operational costs cutting into profit margins
The Solution
Automated Data Integration
- Created a centralized Google Cloud Service Bucket to collect platform reports
- Developed a Python-based ETL pipeline using Google Cloud Functions
- Automated data cleaning and standardization processes
- Consolidated data into BigQuery for unified analysis
Custom BI Dashboard Development
- Built an intuitive Looker Studio dashboard for real-time monitoring
- Integrated cross-platform performance metrics
- Implemented automated fee analysis and trend tracking
- Created visual representations of key performance indicators
Key Findings
Marketing Impact
While increased marketing spend did drive higher gross sales, the corresponding rise in platform fees (from ~30% to over 50%) significantly eroded net revenue
Platform Performance
- UberEats generated the highest volume but had the most volatile fee structure
- DoorDash maintained moderate volumes with consistent fee levels
- Grubhub showed lower but more stable performance metrics
Business Impact
Optimized Marketing
Strategic allocation of marketing spend across platforms
Better ROI Understanding
Clear visibility into platform-specific return on investment
Simplified Operations
Reduced complexity through unified reporting
Improved Margins
Better balance of sales volume with platform costs
The Technology Stack
Looking Forward
For restaurant owners facing similar challenges with delivery platform management, this case study shows the power of unified analytics in driving business success. Our solution can be customized to meet the specific needs of any restaurant operation, providing the insights needed to thrive in the competitive delivery landscape.