Not too long ago, many restaurants dismissed delivery as impractical—or even brand suicide. Who wanted their carefully plated meals or frothy cappuccinos bouncing around on a motorbike? Then the world changed. Customers who couldn’t come in started asking: “Do you deliver?” And suddenly, delivery wasn’t an afterthought, it was survival.
But here’s the surprising part: done right, delivery isn’t just a lifeline in tough times—it’s a growth engine. The “marginal cup” proves that adding one more cappuccino, soup, or smoothie to the delivery mix can actually improve profitability. It’s not just about sales—it’s about turning idle ovens, baristas, and chefs into real revenue during quiet hours.
From global brands like Starbucks and Luckin Coffee, to family-owned cafés in Durban or burger joints in Cape Town, the story is the same: delivery reshapes the game. And it’s not going away. Customers now expect convenience, and restaurants that adapt are the ones thriving.
In our free resource, The Marginal Cup: How Delivery Transforms Restaurant Productivity, we unpack the real numbers, share stories from owners, and show how smart packaging and strategy can turn delivery into a powerful advantage for your business.
