The Direct Advantage: Why Consumers Order Delivery from Restaurants vs. Apps
September 2024
Delivery orders continue to fly out of restaurants, according to Technomic. Although 53% of 18– 34-year-olds and 68% of diners 35 and older prefer to order delivery directly from restaurants rather than third-party apps, diners say the order tracking aspect of the third-party ordering experience is better. Whichever method you offer, understanding more about consumers’ favorite features of both can make sure you’re keeping diners happy and coming back for more.
Restaurant Delivery Pros:
Lower Prices
Diners say ordering directly from restaurants usually costs less than ordering from a third-party app, which might tack on extra service fees, so regularly compare your prices to those advertised on third-party apps and adjust as needed. Consider offering exclusive discounts or promotions for direct orders to incentivize diners to order from your restaurant rather than a third party. Be sure to communicate these offers clearly on your website, app and social media platforms to drive traffic to your ordering channels.
Broader Menu Options
Consumers say they see more options on a restaurant’s delivery menu than on third-party apps. As many as 37% of consumers say that seeing more variety on a menu would motivate them to order directly from restaurants. Try expanding options to cater to a range of tastes and dietary preferences. Grab attention with a unique sandwich offering like this Turkey Banh Mi, featuring turkey medallions on a baguette with tangy, crunchy veggies and cilantro. Or add a colorful dish like this Turkey Burger Fajita Salad, including a Mediterranean-style turkey burger on a bed of veggies with avocado, cheese and a salsa ranch dressing.
Advantage of Third-Party App Ordering:
Menu Tracking
While consumers generally prefer ordering delivery directly from restaurants, third-party apps do have the upper hand regarding order tracking and exclusive deals. Consider collaborating with these third-party platforms to enhance order-tracking capabilities or offer exclusive promotions or discounts to attract new customers and encourage repeat orders.
Creating a seamless delivery system is crucial to your restaurant’s success. Knowing your customers and their ordering preferences is the first step in delivering the best experience, followed by making sure your system is smooth and user-friendly.
Which delivery ordering method do you prefer, and why? Let us know on our Facebook or LinkedIn pages.
Source:
Delivery & Takeout Consumer Trend Report, Technomic (2024)
