Study: Fast casual delivery customers prefer to order via restaurant over third-party aggregates
A majority of delivery customers prefer to order directly from a restaurant website or app than from third-party aggregators, according to the Delivery Index, a study by self-service ordering and customer engagement company, Tillster and the research firm, SSI, a news release said. The companies surveyed 2,000 QSR and fast casual customers on their delivery habits and preferences and found that more than 55 percent of customers preferred ordering directly from a restaurant brand because they not only want direct interaction with their favorite brands they also want clear information about delivery fees.
"There are many benefits to offering delivery directly through a restaurant website or app," said Perse Faily, CEO of Tillster, said in the release. "One of the most important is the ability to control the customer experience, resulting in an increased average check. Restaurants also own customer data, which is an important element in enabling re-marketing and retention. In fact, we have seen that when brands focus on retaining customers, these customers can represent the majority of orders, with little incremental cost. And just as significant, this is the preferred means for guests to order from their favorite restaurants."
Delivery drives orders across all ages
Customers reported that they would order from their favorite restaurants one extra time per month if delivery was offered, resulting in increased repeat orders from their loyal customer base.
"It's a myth that millennials are the only ones demanding new technologies, such as ordering online for delivery," Faily said. "Delivery is a powerful driver across all age groups."
The survey was conducted online within the United States by Tillster June 13-15, 2017, among 2,000 adults 18 and over. No more than 20 percent of respondents were from any one state, and they must have eaten at a QSR or Fast Casual restaurant three times in the past three months.
Topics: Trends / Statistics