The FSA Opportunity

creating value with fsa partners

An FSA (Foodservice Aggregator) is a platform that allows restaurants to manage their delivery operations from one place, instead of using multiple platforms and devices.

Utilizing FSAs allow for growth by driving traffic, digital sales, and beverage attachment.

Everyone wins when FSA partnerships are used to drive profitability through increased beverage attachment and elevating the end-to-end consumer experience.

Additionally, FSAs are investing in unique selling points to foster consumer loyalty, such as subscription services, new product capabilities, and one-stop shopping solutions for food and beverages.¹

pathways to purchase

The digital customer is unique—they are highly multicultural, younger, and skewed towards cohorts like the Gen-Z and Multicultural guest. This also applies for the FSA audience. Digital customers are also very adventurous and exploratory.⁴ In fact, 57% of customers ordering from FSAs (3PD) do not know what restaurant they plan to order from when they open the app/site.⁵

As they navigate through the digital path to purchase, it’s important to understand their motivations and behaviors during each phase. Once they make the decision to order, consumers typically consider 3-4 restaurants before deciding which to order from. In some cases, this number can be even greater, up to 15 restaurants for the most empirical customer. This presents an ideal environment for recruiting teens and acquiring new guests.⁶

everyone wins with fsas

FSAs allow everyone involved to receive benefits:

• gain consumer behavior insights.
  
  
• identify listing gaps and where to grow menu options.
  
  
• support existing customers’ digital initiatives.
  
  
• acquire new guests.⁷ ⁸

Delivering Success

Delivery is a huge opportunity to drive traffic for customers. While the industry has seen some overall traffic slowdown, some partners have stood out from current traffic trends, seeing increases driven by digital sales.

• Work with your Coca‑Cola team to understand your opportunity, growth story, attachment rate (AR) system impact, & investment strategy that works with your business model. They can also help develop effective scheduling to avoid competing with national offers.
  
  
• Amplify programs with:
  
  
  • participation
    
    
  • custom social and website messaging
    
    
  • menu optimization
    
    
  • cross-channel support and other key tactics⁹