Restaurant digital orders have grown at an average annual rate of 23 percent since 2013 and are expected to triple in volume by the end of 2020, according to The NPD Group's Delivering Digital Convenience report. The majority of digital orders, six of 10, are placed by mobile apps. A restaurant's branded app or website represents 70 percent of digital orders, while the remaining orders are placed through third-party apps or other types of apps or websites.
Restaurant-branded apps are accessed the most for multiple reasons, including that some customers are more drawn to rewards and savings while other customers want to customize their order or "take time and friction out of the ordering process." Frequency of use varies by brand, although deals and discounts contribute to greater use.
Third-party apps like DoorDash, Grubhub/Seamless, and Uber Eats account for 40 percent of the 20 most-used apps, although they are not as popular as restaurant-branded apps. When asked why they would use a third-party app vs. a restaurant-branded app, consumers primarily wanted to look up items, pay for meals, and check prices. Third-party apps also helped smaller and independent operators by leveling the playing field and giving them a share of the growing digital ordering sector without having to make expensive investments in IT infrastructure.
Related: Pork Wings Put On More Menus in 2019; Foodservice Sales Growth Expected to Outpace Eating At-home in 2019.
from Specialty Food News http://bit.ly/2HPs5JK
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