2021 Restaurant online ordering trends

The restaurant industry has dramatically changed since the onset of the COVID-19 pandemic and off-premises dining became more important than ever for both restaurants and customers. But how will online ordering and third-party delivery evolve with the return to normalcy? 

According to the new report from DoorDash, based on surveys of 1,525 U.S. consumers in April about their restaurant ordering habits, customers would rather order directly from the restaurant. 

And it should come as welcome news for restaurants that have been frustrated with the high fees and other issues associated with third-party services. Many have worked to push customers to order direct, which is less costly and allows restaurants to capture more data. The report suggests that diners are on the same page.

The report found that 43% of consumers prefer to order delivery directly through a restaurant's website or mobile app (38% said so for pickup). 

That's compared to 27% who said they like ordering delivery from a third-party provider (10% for pickup).

The same amount (27%) said they prefer to call a restaurant to place a delivery order (33% for pickup).

Another 16% favored ordering pickup in-person. 

Notably, just 1% of people said they prefer to use a search engine like Google to order food. More restaurants have been integrating with the search giant recently to allow customers to order directly within Search or Maps, a channel that could pose a threat to third-party marketplaces. Apparently, it has not caught on with consumers yet.

Digital matters

The research shows just how important it is for your business to build its online presence, especially when acquiring new customers. Unlike a restaurant site or search engine, a third-party platform puts hundreds of thousands of restaurants at customers’ fingertips and gives businesses exposure to new customers in their neighborhood. 

Why do customers choose delivery?

70% of customers say it’s more convenient 30% of customers aren’t near the restaurant they want to order from 29% of customers feel delivery gets them their food faster

When asked why they preferred to use a restaurant's website or app instead of a third party, 39% said the direct channels are easier to use. Thirty percent said they like the familiarity, and 27% said it's more convenient.

On the other hand, customers who prefer to use a third party like Uber Eats, GrubHub, DoorDash cited those same factors. 47% said it's easier, 29% said it's more familiar, and 34% said it's more convenient. Also, 21% said the fees are lower, a data point that was not included in the opposing group's results.

It's not surprising that simplicity rules. Throughout the report, customers emphasized the value of a good experience when it comes to how they choose to order. Seventy-six percent said that is the most important factor, followed by the ability to customize their food (74%), food being ready fast (69%) and low fees (67%).

Overall, the report suggests that it would behoove restaurants to have their own online ordering channels. And they should make sure those channels are easy and convenient to use.

"A strong online presence and a great website can help increase customer awareness and capture orders—especially for customers who are already familiar with your business and live in your area," DoorDash wrote.

For restaurants today, building and growing online channels is key. Customers want lightning-fast service, convenient ordering, and the freedom that comes with multiple options. Online ordering gives diners the ability to customize food to their preferences and get a meal precisely when and where they want it. With both a branded online ordering system on your website and a presence on third party delivery apps, your restaurant can reach more customers looking for delivery and pickup options. 

Full report here: https://f.hubspotusercontent40.net/hubfs/4312591/2021-Restaurant-Online-Ordering-Trends.pdf?__hstc=&__hssc=&hsCtaTracking=bbcc978e-84ad-4e4a-b412-f8eccbc5417e%7C72700a59-43e4-475e-b6ac-07b3f4e16bfa