The Problem

GetScale was approached by a leading food delivery platform after identifying a handful of supply-constrained markets responsible for a significant percentage of their service level issues with top restaurant partners.

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Their efforts to increase applicant volume through additional marketing spend had a limited impact on attracting new drivers in target areas, and their acquisition costs had risen 3x.

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An internal review found less than 25 markets accounted for approximately 55% of their overall acquisition costs due to high lead generation costs (CPL) and poor applicant to working driver conversion through their standard process. 

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The Solution

GetScale was engaged to enhance the onboarding experience for applicants in their partner’s most supply-constrained markets through one-on-one phone conversations. Because working on a mobile-first platform is a new experience for many applicants, the opportunity to speak to a human helps increase the applicant’s comfort and confidence levels before getting started. 

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In each conversation, GetScale would help identify unique questions, concerns, and motivations for each applicant before building a success plan to help each driver reach their goals. Each success plan involved outlining when, where, why, and how each driver would start their first shift.

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The Results

Over an initial 12-week pilot period, GetScale’s one-on-one conversations increased overall applicant conversion from 14% to 17% in these critical markets — adding over 2,400 new delivery drivers to the company’s fleet. Along with service level improvements across all markets, by increasing applicant conversion, the partner was able to save $1.8M by reducing their required applicant marketing spend.

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Based on the success of this initial pilot, GetScale outreach services were expanded to over 1,000 markets with an estimated annual savings impact of $50MM.