Aggregators Are Not the Top Ordering Method

As almost 4 in 10 shoppers used meals aggregators within the 30 days earlier than our survey, it might sound that these purchases comprise a substantial share of the restaurant market ­— however aggregator-facilitated transactions are nonetheless a small share of the enterprise. Even within the digital age, shoppers most frequently order meals the old school approach, that means eating places should deal with methods to succeed in extra clients, whether or not in particular person or digitally.

In “The 2022 Restaurant Digital Divide: Food Aggregators Find Their Footing,” PYMNTS surveyed 2,217 shoppers about how they work together with aggregators and restaurant apps and the way they resolve whether or not to have meals delivered, dine in a restaurant or decide up the meal to devour elsewhere.

Key findings on this report embrace:

• Nearly three-quarters of shoppers utilizing an aggregator to order meals decide it up from the restaurant, making the economics extra interesting to the client and the restaurant. Four out of 10 shoppers buy and decide up their meals to devour elsewhere, and eating places ought to acknowledge takeout as a worthwhile alternative.

• Aggregator use is hottest amongst tech-savvy shoppers who wish to get their meals quick and are prepared to spend as much as a further 25% to take action. More than 50% of youthful shoppers use aggregators to order meals, versus 36% of Generation X and 14% of child boomers and seniors.

• Taste issues extra to shoppers than model or value, granting restaurant homeowners the liberty to supply digital manufacturers exterior their core product. One-third of shoppers outlined style as essentially the most influential issue when selecting the place to make their final restaurant buy. Just 8% of the typical customers and 9% of aggregator customers contemplated value over all different parts when selecting a restaurant.

Restaurants and aggregators should develop methods to succeed in new shoppers. To study extra about how they’re doing this, obtain the report.