Food & Beverage

Customers with kids spend the most on online food orders

Image courtesy of iStock

April 14, 2021

Married couples with kids spent more on food orders in 2020 than any other type of household, according to a report, "Delivering on restaurant rewards," developed by Paytronix Systems, a digital platform and provider of SaaS management solutions.

Households with kids placed 96 QSR orders and 86 sit-down restaurant orders through a variety of digital channels, spending about $7,792 online. Married couples without children spent less on online food orders in the last year than any other household type, spending just $2,204, according to a press release.

"Parents have a lot on their plate, especially during the pandemic. Many are now working from home and have their kids right beside them all day, so it's no surprise that they are looking for ways to make their lives easier," Michelle Tempesta, head of marketing, Paytronix Systems, said in the release. "As restaurants create a cohesive physical and digital experience, it will be important to understand what levers truly drive purchasing behavior."

Key findings from the research include:

• Online Ordering: While 25% of couples with children said they were ordering more food online and less on-site since the pandemic's onset, only 12% of married couples without children and 18% of singles said the same.
• Loyalty Programs: 39% of married parents and 40% of single parents said that loyalty and rewards programs would encourage them to spend more on their food orders.
• Online Payment: 44% of married parents would spend more on food orders if they could pay online. 37% of single parents would spend more on food orders if they could place them via app.

The report surveyed a census-balanced panel of 2,130 U.S. consumers to gain insights into the types of rewards programs they use and would like to use while placing food orders. Respondents were 47% average, 34% had college degrees, and 36% earned more than $100,000 in annual income.