When customers search for terms like “chick fil a pickup,” it is imperative for the brand to appear when offering these services so it can take the full order value and not lose share to intermediary couriers.
While brands are largely the first to appear against their own branded terms in organic search, couriers and competitors swoop in as soon as customers start searching for variations. Yelp leads with 64% organic visibility on the “near me” variant, but DoorDash, GrubHub and Postmates dominate the highly competitive “delivery” variant according to Gartner L2’s report on the topic. These links can help drive customers to purchase for brands not yet offering their own delivery but partnering with couriers. Grubhub is an official Freshii courier, appearing 100% of the time in organic listings against Freshii’s all branded term variants (e.g., “freshii delivery”) and, on average, surfaced the first organic listing. Freshii, on the other hand, appeared at an average of eighth on the page for the query “freshii delivery.” This is beneficial to Freshii, which doesn’t offer delivery itself.
However, listings from couriers that restaurants don’t partner with also appear on branded search queries—a dangerous scenario for brands. For example, Cheddar’s Scratch Kitchen partners with Favor Delivery, yet for the term “cheddars delivery,” GrubHub pushes its own organic listing above the restaurant’s, leading to an empty GrubHub page for a Cheddar’s location in West Virginia. Brands should watch out for their terms, ensuring that they or their trusted partners appear first.