Study: Fast casual customers want more digital ordering opportunities
Digital ordering is more popular than ever, according to the 2017 Online and Mobile Ordering Index, which found that nearly two-thirds of fast casual customers plan to order online in the coming year.
The index — created by Tillster, a provider of digital ordering and engagement solutions for restaurants, and research firm, SSI — polled more than 2,000 restaurant customers in the U.S. to discover how ordering technologies influence purchasing behavior. The Index examines which digital ordering strategies — whether through a restaurant's website or mobile app — could best serve restaurants as they look to grow sales and engage with customers through 2018 and beyond, according to a company press release.
• In the past 12 months, 58 percent of customers ordered a meal via website or mobile app.
• 1 in 10 apps on a customer's phone is a restaurant mobile app.
• 57 percent of Fast Casual customers say pre-ordering is the feature they would most like to see from a restaurant mobile app.
• 42 percent of QSR customers say pre-ordering is a feature they would most like to see from a restaurant mobile app.
• When ordering for a family or group, 93 percent prefer online and 82 percent prefer in-store.