Operations
Poll reveals 3 things customers expect during COVID-19
Nearly half of U.S. customers polled said they faulted the restaurant if they placed an order through a delivery app and had a poor experience.
August 18, 2020 by Ido levanon — CEO, Dragontail Systems
The reopening of restaurants across the U.S. has been a trying process as coronavirus cases have surged in the South and West regions. However, restaurant owners have continued to push through, offering outdoor dining as well as take-out and delivery to keep their businesses as close to on track as they can.
To better understand consumers' mindset and sentiment toward foodservice during the pandemic, we conducted a survey of more than 1,000 U.S. adults. Although we found that consumers were still wary of indoor dining, we also uncovered opportunities for restaurants to consider for ultimate success.
1. Restaurants must take ownership of deliveries
The past five months have been a serious adjustment for the restaurant industry. In this difficult landscape, consumers have become more cautious than ever, leading them to shy away from even their go-to restaurants. According to the survey, nearly 70% of respondents said food delivered without the use of protective gear has deterred or would deter them from ordering from the same restaurant again. Additionally, nearly 40% of respondents said they'd fault the restaurant if they placed an order through a delivery app and had a poor experience. Restaurants are in a unique position to take control of the delivery experience, whether that means hiring their own drivers or using technology to provide insight into the delivery status to make consumers feel more comfortable.
2. Contactless carry out is a must
As consumers have shifted into their new normal, they are very particular about what they feel are the quickest, safest, and most convenient food ordering options. However, it is up to restaurant orders to ensure that consumers' expectations are met.
For example, nearly 70% of respondents said that they had ordered food for delivery during the pandemic, indicating delivery as a go-to means for dining during the pandemic. However, of those who said they were using the delivery aggregators such as Seamless, UberEats, GrubHub, etc. more than they did before, over 70% said they would be more inclined to order for carryout over delivery if given the option for a contactless experience. By providing the option for contactless carry-out, restaurants are able to provide a safe and convenient way to interact with customers while also reducing the need to use delivery services that eat into restaurant profits.
3. Consumers had high expectations for delivery, and they have only gotten higher
Consumers have always had high expectations when it comes to ordering out., and the onset of COVID-19 has only exacerbated them. Over 80% of respondents said that they were using delivery marketplace the same or more than they did before the pandemic made its way to the U.S. They also shared that their poorest deliveries resulted from their orders being incorrect or incomplete, not being delivered hot, fresh and not being delivered on time.
Restaurants are in a unique position to not just meet but exceed customer expectations. And investing in technology to optimize the kitchen and delivery services can help. As restaurants take the time to figure out their next moves and reevaluate what has worked, it will become clear that streamlining processes with the customer experience in mind will be key to their success in the long run.
About Ido levanon
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