Running a small business comes with many challenges, and managing deliveries is one of the biggest. Ensuring that orders arrive on time and in good condition isn’t always easy, especially with the unpredictability of delivery apps.

In this article, Charlene Cruz, a small business owner, shares how she manages online deliveries for her growing food business. Her tips and experiences offer valuable lessons for other entrepreneurs looking to improve their logistics and keep customers satisfied.

What is the fastest way to deliver your leche flan?

The fastest way is through third-party delivery, especially within nearby Metro Manila areas.

Can you deliver to a faraway province? If so, how do you not lose money on such deliveries?

Based on my experience, orders going to the provinces are often delivered to clients in Manila, who are traveling back to their hometowns.

For example, I had a relative who ordered leche flan jars as souvenirs for a wedding in the province. It just so happened that I was also invited to the event. Since I was already going there, I didn’t charge any delivery fees.

So far, the longest distance I’ve had to deliver to, without clients handling it themselves, was from Manila to Sta. Rosa, Laguna, via Lalamove.

Do you think having a dedicated vehicle and delivery person would save you money? Why or why not?

With the number of orders I have right now — especially since I haven’t gone full-time with this business — I think it’s still more practical to rely on third-party delivery services instead of hiring someone full-time.

Even big food franchises still use third-party delivery services. So for someone like me, who doesn’t have a physical store yet, it’s the more cost-effective option.

Rate your top 3 delivery apps:

Lalamove

Toktok

Grab Express

What is your delivery hero story?

Back when multiple bookings weren’t yet available on Lalamove, I had a tough time during the Christmas season. Nobody was accepting my booking because deliveries were in high demand, and it was a Friday.

After two hours of trying, someone finally accepted and even offered to deliver my remaining orders to other clients. I just gave him the details and told him how much the clients needed to pay. I based the rates on the app.

I was really anxious because the clients were starting to get impatient. That delivery rider really saved my day.

What is your weirdest but funniest delivery story?

I once booked two riders at the same time, and they both arrived for pickup at the same time. I handed them their respective orders, but before they left, I double-checked.

“Sir, this one’s going to Caloocan, right?” I asked.

One of them replied, “No, ma’am, I’m booked for Quezon City.”

The other rider quickly chimed in, “Ma’am, I think I’m the one booked for Caloocan.”

We all laughed because I had accidentally switched their orders. It’s a good thing I asked them first! I was in such a frantic hurry that day because it was a workday.

What is your delivery nightmare?

In December 2021, I had a reseller who was an amazing salesperson, regularly ordering 50 leche flans per week. During the Christmas season, she called me furious because the strawberries in the flans were completely ruined.

It turned out that the rider was careless.

I’ll never forget that incident. It was Christmas time, and I was crying while she was complaining, “So what am I supposed to do with these? Hand them to my clients like this?”

Even though it wasn’t my fault, I apologized because she was my top reseller. I refunded her payment for the five damaged flans to avoid burning bridges.

My biggest nightmare is when riders don’t take pride in their work and end up ruining my products.

What can delivery apps do to improve their services for online merchants like you?

Recently, I’ve had issues with riders who take multiple bookings and then mark mine as “delivered” before actually completing it. This causes long delays, and my clients panic when they don’t receive their orders on time. I hope apps like Lalamove can fix this issue.

What are the green and red flags for delivery riders?

Red flags include riders who wait for an additional tip before accepting a booking, especially during peak hours. While I understand they’re trying to make up for app deductions, it’s frustrating for customers.

Green flags are riders who update proactively, are easy to talk to, and clarify details if needed. A smile during pickup or drop-off is always a bonus.

What role do delivery apps play in the success of your business?

Delivery is the final step in the ordering process, where clients finally receive their products. At this stage, they’re often very excited, whether they’re satisfying a craving or preparing food for an event.

However, if there are delays or issues, it can lead to disappointment and negative feedback, even if it’s not the seller’s fault. This is why reliable delivery services are crucial for keeping customers happy.

How do you know when a delivery has been successful?

Successful deliveries happen when the rider is booked quickly, delivers on time, and finds the location without any trouble. I also know it went well when I receive messages from clients saying, “Ma’am, my order arrived. Thank you!”

What tips can you share with online merchants doing deliveries for the first time?

Always take a picture of your product before sending it out. Then, notify your client with, “Ma’am, your order is ready for booking na po.”

Once, a client claimed an item was missing from her order. I reminded her of the picture I had sent earlier, showing everything was accounted for. She realized the mistake and apologized. Proof is always important.

Lastly, don’t forget to thank and compliment riders with a kind “Ingat po kayo, thank you!” It can brighten their day, especially after hours on the road.

Charlene Cruz is a long-time online food business owner and the creator of “Sweet o’ Clock.” Her menu now includes leche flans in mini glass jars, featuring flavors like matcha, mango graham, coffee jelly and Oreo.