Taco Cabana
Streamline Delivery and Recover Profit With DeliverThat Orchestration
How Taco Cabana reached 98.8% fulfillment, saved 30 minutes per manager, and delivery fees turned into margin.
Overview
Taco Cabana has served Tex-Mex made fresh by hand since 1978 — a brand built on authentic recipes, consistent quality, and a reputation that depends on every order arriving the way it left the kitchen. When catering and standard mealtime delivery both scaled, their logistics hadn't.
Taco Cabana was operating off-premise delivery with inefficient, manual workflows that strained staff, impacted service quality, and eroded profit margins. With no intelligent routing in place, every order required manual effort to assign and oversee. Inconsistent execution led to remakes, higher labor costs, and lost customer trust.
To solve these challenges, Taco Cabana partnered with DeliverThat to implement its operator-first delivery orchestration platform. The results were immediate: fulfillment jumped to 98.8%, customer complaints dropped by 20%, and incident rates were reduced to just 0.48%. Most importantly, the company reversed margin loss—generating a 2–3% gain on every delivery fee without charging guests more.
fulfillment rate since enabling delivery orchestration
saved per catering manager, per day
decrease in customer-reported issues related to late or incorrect orders
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A "Set It and Forget It" Delivery Infrastructure Built for Catering Operators
Delivery orchestration is not a dispatch tool. It is a decision engine that analyzes every incoming order against a set of operator-defined rules and real-time conditions, then routes it to the optimal provider without anyone having to make that call manually.
For Taco Cabana, the implementation was straightforward. All orders are dispatched to DeliverThat, which routes them to the correct DSP. Taco Cabana retains the ability to fulfill deliveries in-house when they choose. In every other case, the platform handles it, including real-time monitoring that can intervene in the event of a delivery issue with little to no human involvement required.
Before DeliverThat
- Manual dispatch on every order — no intelligent routing, so staff had to assign and oversee each delivery by hand
- Inconsistent execution leading to remakes, higher labor costs, and lost customer trust
- DSP fees higher than the guest-facing delivery fee, eating into margin on every single order
After DeliverThat
- Orchestration routes every order to the right provider automatically, with real-time monitoring that steps in when something goes wrong
- 98.8% fulfillment, 0.48% incident rate, and 20% fewer customer-reported issues
- 2–3% of delivery fees captured as bottom-line margin — with zero added cost passed to guests
What is Delivery Orchestration?
DeliverThat's mission is to allow restaurants to build a delivery program on their teams, which might mean using multiple delivery providers. The platform was shaped by the exact failure modes that damage restaurant delivery programs: driver no-shows, last-minute cancellations, fulfillment mismatches, and the cost of operator intervention when something falls through. Every one of those scenarios is accounted for in how the system routes, monitors, and responds.
What to expect:
Delivery Audit
DeliverThat reviews your current provider mix, routing logic, order volume, and where manual intervention is eating time and revenue.
Orchestration Setup
Rules are configured to your operation: order type, size, distance, cost, and provider preference — automated from day one.
Personal Orchestration Support
Rules are configured to your operation: order type, size, distance, cost, and provider preference — automated from day one. Our team works with you one-on-one to make sure configuration is working for your goals.
Ongoing Optimization
Regular reviews surface patterns such as underperforming providers, cancellation trends, fee inefficiencies, and the platform adapts.
When Delivery Just Works, Catering Managers Get Their Time Back
The operational impact of delivery orchestration showed up in a very human, impactful area: the time it gives back.
DeliverThat also took over as the dedicated customer service hub for Taco Cabana's DoorDash and Uber Eats delivery operations. Tracking, escalations, and third-party logistics management moved off Taco Cabana's plate entirely.
DeliverThat's role as a dedicated customer service hub for Taco Cabana's DoorDash and Uber Eats operations meant that tracking down deliveries, managing third-party escalations, and fielding logistics issues were no longer part of a catering manager's day. That time went back to the floor — to in-restaurant guests, to operational execution, to the work that actually moves a brand forward.
Incident Rate Across all Fulfilled Orders
Returned to Catering Managers/ Day
DeliverThat has streamlined our off-premise operations by eliminating the need for our catering managers and operators to track down deliveries or manage third-party logistics issues. This efficiency not only saves valuable time but also allows our team to focus on in-restaurant guests and operational excellence.
Ashley Reed
Director of Digital & Off Premise Sales, Taco Cabana
How Delivery Orchestration Grows Catering's Bottom Line
Before DeliverThat, every delivery order carried a quiet loss: the previous DSP's fees exceeded what Taco Cabana was charging guests, and the gap came out of the restaurant's margin on every single order. There was no path to recapture it without either raising guest-facing fees or finding a better partner.
DeliverThat provided both a better delivery cost structure for top-tier catering deliveries, fulfilled by the DeliverThat driver fleet; for all other catering deliveries, the orchestration layer routes every order to the most cost-effective provider based on order size and details. The result was a delivery fee line that now contributes to the bottom line rather than drawing from it, while the guest experience and guest-facing pricing remained unchanged.
After optimizing their delivery fulfillment strategy through DeliverThat, Taco Cabana was able to maintain guest-facing pricing while capturing 2–3% of delivery fees as bottom-line margin. Delivery stopped being a cost center and became a revenue line.
Fee Impact to Guests
Additional cost passed on to guests
ZERO
Bottom Line
% of delivery fees, reinvested into the catering program
2-3%
Automate delivery routing, take back margin
Our delivery strategy call isn't a demo — it's a working conversation about your current setup, where the gaps are, and what DeliverThat could actually do for your catering program.
