The OPGA Business Framework

The OPGA’s business framework is designed specifically for multi-unit restaurant brands who wish to design a scalable, predictable, and reliable off-premises experience. The OPGA business framework is comprised of three primary components. 

The first component is The 5 Stages of Stellar Takeout, Delivery and Catering. The 5 Stages defines a resource-based model or framework that creates a holistic approach to change.

The second component is The 12 Areas of Investments. The 12 Areas of Investments target specifically how to pivot your resources to drive success.  Finally, the third component is The 109 Key Performance Indicators that benchmarks your program. The 109 KPI’s can be used to evaluate your off-premises business at any point as you work on your program and help your team ensure you are moving forward and hitting your goals.

The 5 Stages

The 5 Stages framework is designed specifically to support the profitable world of takeout and catering for pickup or delivery and includes the following. 

Strategy – Establish and align with your leadership a strategic plan that defines your brands off premises channels along with your market position & segmentation.

Leadership – Position leadership roles, responsibilities and overall team structure that drives the strategy and execution.

Operations – Bringing together all the points of execution that surround planning, production, assembly, execution & distribution of your off premises services and products.

Experience – Focus on all the interactions that you have with your customers, including order flows, service engagements, products, menu & packaging.

Promotion – Encompassing all channels for marketing and sales of your off-premises products and services.

The 12 Areas of Investment

  • Alignment
  • Market Position
  • Leadership
  • Centralized Ordering
  • Integrated Tech
  • People & Training
  • Food Manufacturing
  • Menu & Packaging
  • Delivery
  • Online Presence
  • Digital Outreach
  • Trade Zone

While consumer behaviors and technology may change, this business will always be about food and service.

The challenge lies in leveraging your brand, your people, your technology, and your existing assets into these areas without compromising product quality or the customer experience—factors which, ultimately, will make or break your business.  

The 12 Areas of Investment identifies where to pivot your current resources but also identifies what additional investments are needed.  These 12 Areas of Investment establish your teams alignment and the source of your Strategic Plan.  

Brand affinity and order frequency will be heavily influenced by your organization’s ability to leverage your off-premises business strategy into scalable, repeatable practices.

The 109 Key Performance Indicators

The 109 Key Performance Indicators benchmarks your current state to guide you along the path. The 109 KPI’s can be used to evaluate your off-premises business at any point as you work on your program and help your team ensure you are moving forward and hitting your goals. Based on how your programs stacks up against the KPI’s, the program will be ranked into one of the five groups listed here in the graph.  Starting with an undeveloped, then Mediocre, to  average, solid and finally a stellar program.

Conclusion

Off Premises sales channels continue to be the growth engines for restaurants and food service operators.  However the question of how to get started must be focused on the strategy first and should include:

  • The alignment of your team
  • Market positioning
  • A strategic plan
  • Dedicated leadership
  • Centralized services
  • Integrated ordering management technology
  • Investment in people and training

By using a strategic business framework, one specifically designed for restaurants and off premises sales channels ensures not only success but sustainability, predictability and the ability to continue to grow as consumer preferences change and new obstacles are faced, something that is a constant in our business.

Want to Learn More? Schedule a Call with Bill Holleman.

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