Operations

Lunchtime diners reveal what inspires them to order takeout, delivery

A research study uncovers what customers consider before choosing a lunch destination.

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December 3, 2021 by Penni Tsavaris — Brand Communications Manager, Tork, an Essity brand

When the pandemic hit in March 2020 forcing offices across the country to close or reduce staff to meet social distancing measures, the employee "lunch break," a vital piece of many restaurants' revenues, vanished nearly overnight. Restaurants that relied on in-person dining pivoted to takeout and delivery to survive. Since then, restaurateurs have been looking for ways to keep customers coming back for more while adjusting to an evolving foodservice landscape.

Understanding diner's needs, habits and how to stay relevant have been key challenges for restaurants, which is what we researched with our "Take a Break with Takeout Campaign."

Here's what we learned.

People want to order lunch takeout during the workday.

• 56% said they ordered lunch takeout during the workday as a form of self-care.
• 51% said they ordered takeout for lunch to save time,
• 40% said they ordered lunch takeout to reduce cleanup.
• 30% said they ordered takeout for lunch to try new cuisine.

People want to support independent restaurants

• 59% were most likely to order from independent restaurants with half of them doing it because they thought the businesses needed more support.
• 37% ordered takeout and delivery to support their local restaurants.

These findings suggest that there was value in small-to-medium independent restaurants and chains reaching out for help. About 60% of people surveyed said that they were more likely to order from independent restaurants because they thought these businesses needed more support. What's more, 13% of diners who supported small and medium restaurants did so after restaurants asked for help on social media.

The simple act of posting online not only boosts visibility to diners but also helps diners engage and empathize with restaurant operators and staff. Knowing they supported a local restaurant is a good motivation for nearly half of diners (44%), who said they felt good supporting a business owner in a time of need.

But what's stopping some customers from ordering takeout in the first place?

• 50% of customers said meals can be too costly.
• 15% said restaurants can lack healthy meal options, something women were 10% more likely to indicate as an issue.
• 24% preferred not to pay delivery fees.

To combat these barriers, restaurants should consider what would drive more people to order takeout or delivery.

• 47% were more willing to order takeout or delivery if the restaurant offered a discount on their current order.
• 51% were more likely to order if the restaurant offered free delivery.
• 35% were more willing to order if they were given a free menu item, like a beverage, side dish or appetizer.
• 25% said they'd need a special offer, like a unique menu item for a limited time.

Utilizing this data can help restaurants better understand consumer sentiment and behavior. With these insights in mind, restaurants can develop unique offers to better engage with their customer base and drive more delivery and takeout orders.

About Penni Tsavaris

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Penni Tsavaris is a Brand Communications Manager at Tork, an Essity brand, where she focuses on the hospitality industry. Tork offers professional hygiene products, including napkins, paper towels and dispensers, to businesses worldwide such as restaurants. Through expertise in hygiene and sustainability, Tork supports customers to think ahead so they’re always ready for business.

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