I've been toying with the idea of starting a home based dessert delivery service for a little while. I remember a few months ago I really wanted something sweet, so I hit up just-eat at around 9pm on a Friday and only found 3 'dessert' places in a city with a 275k+ population. 2 of them were the typical small takeaways that do burgers and stuff but also 'specialize' in milkshakes. I didn't order from there because I'm sure they're terrible like all the desserts offered by these type of takeaways with their cloned menus. I opted with the only real dessert place and was somewhat underwhelmed. I read all 300+ reviews on just-eat and noticed a similar pattern of complaints. Mostly complaints about portion-to-price. £5-6 for a limited selection of average milkshakes. I had a waffle from there was well, but wasn't anything particularly special. The second most frequent complaint was delivery times and mixing up orders. These add up to roughly 90%~ of the complaints. I'm not saying it's easy, but I cannot see why this can't be improved on.
I've ran a few numbers on certain 'simple' items I could offer to start off with. From ingredients, packaging, rent and cost of delivery, the margins can range from roughly 35% to 10% while still being competitively priced depending on the item. I've flicked through dozens of dessert places and barring special items, the most popular items seem fairly consistent. These tend to be milkshakes, waffles and smoothies.
The thing that prompted this post is: Is this even a desired service? I personally love dessert places and I've been to quite a few. The menu always seems extortionate to me, but I still go because it enables a nice social environment where you can comfortably chat with friends. Obviously strictly being a delivery service, this is removed from the equation. Second issue is how dependent is it on the season? I live in the UK where it's cold most of the year, although dessert places seem to have a crowd all year, but significantly less in the winter for understandable reasons. This is also a plus imo, because I'm not investing in a full dessert lounge, rather just equipment which shouldn't be too expensive going by a few google searches. Third, presence. I won't be situated on a nice main road where the place advertises itself. This will be big obstacle. I think being on just-eat and hungryhouse as one of the only dessert places in the city will get me some traffic. Additionally, I think leaflets will do the trick to an extent if I focus on the right areas. There's a decent-sized student and young professional population here. I remember a new restaurant (part of a chain) opening 10 minutes from me and they created a huge buzz before opening. The amount of attention and interest they garnered on FB was nothing short of impressive. For weeks it was chock full. While I can't expect anywhere near the same, I know a few IG models with a moderately large following, I've also identified a few people from my city with decent social media pull I'm 95% sure they wouldn't turn it down free delivered dessert for a tweet or two and a stealth plug.
I haven't even written anything down barring this post or dedicated real time to doing real research so this isn't close to a business plan just yet. What are your thoughts on this? Difficult but feasible? Useless service? Wrong approach etc. please let me know what you guys think about it. Sorry about shitty formatting btw, I'm not used to making reddit posts.
TL;DR: How feasibly is a strictly dessert delivery service?
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