Independent Operators

Consumers leaning into order pickup

Photo by istock.com

June 3, 2020

When it comes to digital restaurant orders, consumers prefer picking them up compared to delivery and are ordering more meals online than ever primarily due to the coronavirus pandemic that has prompted stay-at-home mandates.

Those findings are just two data points from a Service Management Group research report on off-premise dining trends. The company polled more than 8,500 consumers regarding preferences to learn how brands can better deliver a superior experience, according to a press release.

Seventy-five percent of respondents used a drive-thru in the past 90 days and more than half have used carryout (55%) and curbside pick-up (51%).

In addition, prior to the pandemic, 62% ordered food online at least once a month. Since the pandemic hit in late March, online ordering has spiked more than 25% with 78% ordering online as frequently or more often than before.
 
When it comes to placing a restaurant order, 70% preferred to place their orders through a mobile app or website, with the restaurant mobile app being the most preferred channel (32%) followed by the restaurant website (26%.)
 
The research also revealed that consumers were putting safety front and center, as 74% either agreed or strongly agreed that having a contactless experience was an important consideration when ordering off-premise dining.

The data also noted 84% either agreed or strongly agreed that the packaging of food was an important consideration when ordering off-premise dining.

"With the surge in off-premise dining, winning restaurant brands are keeping pace with consumer behavior and finding opportunities to meet evolving customer needs," SMG Senior Vice President of Research Paul Tiedt said in the release. "Consumers are looking for safe, convenient experiences amid the pandemic, and off-premise dining gives them an opportunity to get the food they like while allowing restaurant brands to maintain operations."