Transforming Restaurant Delivery: Built a SaaS Platform that Reduced Late Orders by 70% and Driver Costs by 15%

As Lead Product Manager at Ontime, I led the product from idea to launch, shipping key features across web and mobile platforms. Our solution automated last-mile delivery logistics, optimized routing improving efficiency, and significantly elevated the customer experience.

Problem Statement

  • Restaurants using in-house delivery gain more profit, better customer relationships, and control compared to third-party services, but managing deliveries effectively remains challenging due to inadequate technology. Customers lack real-time updates and tracking, leading to frequent status inquiries and operational disruptions. Additionally, issues with proof of delivery and inaccurate estimated delivery times (ETAs) create dissatisfaction and mistrust. As delivery volume increases, route planning complexity grows, often requiring dedicated dispatchers. Being limited exclusively to in-house drivers further complicates operations during busy or unexpected periods, resulting in late deliveries, overwhelmed staff, heightened customer frustration, negative reviews, and costly refunds, ultimately impacting profitability and customer retention.

Product Vision

  • Our vision was to create a comprehensive SaaS platform designed specifically to address and resolve delivery inefficiencies experienced by restaurants managing in-house drivers. We aimed to empower restaurant managers and drivers with real-time visibility, seamless communication, and automated routing optimization to simplify operations, minimize delivery errors, and significantly enhance customer satisfaction.

    By integrating robust tracking capabilities, dynamic ETA adjustments, and flexible driver management, including backup driver availability from third-party services during peak times, our solution aimed to streamline delivery logistics, improve overall efficiency, and maximize profitability and customer loyalty.

Target Customer

  • Our solution specifically targeted restaurants and multi-unit chains that manage their own delivery staff and seek operational efficiency. Ideal customers included pizza chains, quick-service restaurants (QSR), fast-casual establishments, and any restaurant business aiming to optimize its in-house delivery processes and improve the customer delivery experience.

My Role

As the Product Manager and Partnerships Lead at Ontime Delivery, I drove the SaaS platform from concept to successful launch. My responsibilities included defining the product vision and roadmap, managing agile development sprints, and collaborating closely with engineers to develop and refine product features. I conducted extensive user research, including over 80 discovery meetings and client interviews, translating insights into actionable product improvements. Additionally, I established strategic partnerships and integrations with industry leaders such as Square, UberEats, and DoorDash, significantly enhancing our platform’s market reach and overall functionality.

ProductRoadmap

PHASE 1 - CONNECT

Launched the Starter Package to solve basic challenges like customer order updates, driver delays, and manager visibility over driver status and return times. Developed a simple dispatch system for assigning orders from a list and introduced a mobile app for drivers to manage orders, navigate, and complete deliveries. Implemented SMS updates and tracking for customers, eliminating interruptions from phone calls to check on order status.

PHASE 2 - OPTIMIZE

Released integration with Square POS, gaining initial users and leveraging more feedback to enhance features and UX. Led and launched Uber Direct and DoorDash Drive integrations to provide access to on-demand drivers. Introduced route optimization for efficient order assignment, sales and payroll reporting, and a UI overhaul for improved usability and staff training. Enhanced the driver app with proof-of-delivery photo capture at drop-off. Displayed orders and driver locations on a map with real-time progress updates for managers.

PHASE 3 - AUTOMATE

Targeted high-volume restaurants, particularly chains, where managing multiple drivers and planning routes during peak hours is challenging. The Ultimate package automated order distribution between drivers and requested third-party drivers to avoid delays. Developed a proprietary algorithm for route planning and accurate ETAs, automating driver assignments to streamline operations. Introduced a Google review SMS to capture feedback post-delivery, improving restaurant reputations. Launched an admin panel for remote customer support.