Transforming Restaurant Delivery: Built a SaaS Platform that Reduced Late Orders by 70% and Driver Payroll by 15%

As Lead Product Manager at Ontime, I led the product from idea to launch, shipping key features across web and mobile platforms. Our solution automated last-mile delivery logistics, optimized routing improving efficiency, and significantly elevated the customer experience.

Problem Statement

  • Restaurants using in-house delivery gain more profit, better customer relationships, and control compared to third-party services, but managing deliveries effectively remains challenging due to inadequate technology. Customers lack real-time updates and tracking, leading to frequent status inquiries and operational disruptions. Additionally, issues with proof of delivery and inaccurate estimated delivery times (ETAs) create dissatisfaction and mistrust. As delivery volume increases, route planning complexity grows, often requiring dedicated dispatchers. Being limited exclusively to in-house drivers further complicates operations during busy or unexpected periods, resulting in late deliveries, overwhelmed staff, heightened customer frustration, negative reviews, and costly refunds, ultimately impacting profitability and customer retention.

Product Vision

  • Our vision was to create a comprehensive SaaS platform designed specifically to address and resolve delivery inefficiencies experienced by restaurants managing in-house drivers. We aimed to empower restaurant managers and drivers with real-time visibility, seamless communication, and automated routing optimization to simplify operations, minimize delivery errors, and significantly enhance customer satisfaction.

    By integrating robust tracking capabilities, dynamic ETA adjustments, and flexible driver management, including backup driver availability from third-party services during peak times, our solution aimed to streamline delivery logistics, improve overall efficiency, and maximize profitability and customer loyalty.

Target Customer

  • Our solution specifically targeted restaurants and multi-unit chains that manage their own delivery staff and seek operational efficiency. Ideal customers included pizza chains, quick-service restaurants (QSR), fast-casual establishments, and any restaurant business aiming to optimize its in-house delivery processes and improve the customer delivery experience.

My Role

As the Product Manager and Partnerships Lead at Ontime Delivery, I drove the SaaS platform from concept to successful launch. My responsibilities included defining the product vision and roadmap, managing agile development sprints, and collaborating closely with engineers to develop and refine product features. I conducted extensive user research, including over 80 discovery meetings and client interviews, translating insights into actionable product improvements. Additionally, I established strategic partnerships and integrations with industry leaders such as Square, UberEats, and DoorDash, significantly enhancing our platform’s market reach and overall functionality.

ProductRoadmap

PHASE 1 - CONNECT

Launched the Starter Package to address key operational challenges, including providing order updates to customers, reducing driver delays, and enhancing managers' visibility into driver locations and return times. Developed an intuitive dispatch interface, allowing managers to assign orders efficiently from a clear list view, significantly improving ETA accuracy.

Introduced a dedicated mobile app for drivers to streamline their operation on the road, and confirm delivery completions, enabling greater transparency regarding order status and actual versus promised delivery times. Additionally, implemented SMS-based updates and real-time order tracking for customers, significantly reducing phone call interruptions and enhancing the overall customer experience.

PHASE 2 - OPTIMIZE

Released a direct integration with Square POS, securing initial users and unlocking valuable feedback loops that informed feature development and improved user experience. Spearheaded integrations with Uber Direct and DoorDash Drive, giving restaurants seamless access to on-demand drivers during peak times or staff shortages. Introduced advanced route optimization logic to optimize assigned routes enhancing delivery efficiency.

Added sales and payroll reporting tools to help operators monitor performance and generate detailed payroll reports. Led a full UI overhaul to streamline usability and reduce staff training time, including a dispatch map view displaying all active orders and driver locations in real time. Enhanced the driver app with proof-of-delivery photo capture at drop-off to ensure accountability and transparency.

PHASE 3 - AUTOMATE

Focused on high-volume restaurants and chains that required scalable solutions for managing multiple drivers and coordinating complex delivery operations during peak hours. Released the Ultimate Package, which fully automated order distribution between in-house and third-party drivers to minimize delays and operational strain.

Developed and implemented a proprietary routing algorithm that intelligently assigned drivers based on proximity, order priority, and order readiness, improving accuracy of ETAs and streamlining workflows. Introduced post-delivery SMS prompts for Google reviews, helping restaurants collect feedback and enhance their online reputation. Launched a centralized admin panel and an enterprise dashboard that enabled remote customer support and operational oversight, equipping teams to address issues in real time and reduce restaurant disruptions.