Guests expect that restaurants offer digital conveniences like online ordering. With that in mind, more restaurants are either partnering with third-party apps or developing online ordering platforms that are mobile friendly.
According to a recent report from the NPD Group, digital orders are up by 23 percent annually since 2013 and by 2020, this percentage is expected to triple.
Guests are now more inclined to make a food order digitally than calling the restaurant directly. They are also more likely to do this from their smartphone versus a computer. Six out of 10 digital orders are made on mobile apps.
Food delivery apps like Uber Eats and DoorDash are wildly popular and now make up 40 percent of the 20 most-used apps. These apps offer consumers multiple food options to pick from.
From a restaurant standpoint, these apps are an easy solution to the delivery problem. By partnering with a delivery app, you can offer your customers the convenience of delivery without investing in a driver or a platform to process these orders.
Even though the third-party services have made it easier for brands to offer delivery, they do cut significantly into profits. So we are starting to see more restaurants shift away from these services.
"There are clear leaders in the digital ordering space, brands, and third-party providers who have achieved critical mass the fastest," said David Portalatin, NPD food industry advisor. "To make the best decisions about digital strategies and potential partnerships, operators need to understand the key features that differentiate these companies from one another."
Restaurants definitely lose some of the control of these orders. Ultimately, it's up to the third-party's delivery driver to get the food and bring it to the guest in the estimated time frame. So the service aspect is heavily dependent on the delivery provider, not the restaurant.
According to the NPD report, over half of the consumers said they wouldn't use delivery if the food was to come cold or with the incorrect temperature. Read more about the report at “Restaurant Dive” now.
Want some tips on how to provide a delivery program that works? Watch this episode of On Foodable below, where we discuss how to implement delivery services, packaging, menus, and even restaurant design in order to optimize delivery efficiency.