Table of Contents
Executive Summary
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- The issues
- Consumers are reluctant to use online restaurant delivery services outside of dinner
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- Figure 1: Usage of online delivery service, by restaurant type and daypart, May 2015
- Men have more disposable income to spend on online restaurant delivery than women
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- Figure 2: Fees consumers are willing to pay for online foodservice delivery, by price and gender, May 2015
- Online restaurant ordering websites do not offer users enough information
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- Figure 3: Attitudes toward online foodservice delivery, any agree, May 2015
- The opportunities
- Social media users order more online foodservice delivery
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- Figure 4: Usage of online foodservice delivery, by device ownership and social media usage, May 2015
- Focus on parents, who appreciate value of online restaurant delivery
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- Figure 5: Attitudes toward online foodservice delivery, by parents with children under 18 in the household, May 2015
- Consumers prefer delivery to picking up items at the restaurant
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- Figure 6: Time consumers are willing to wait for online foodservice delivery, May 2015
- What it means
The Market – What You Need to Know
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- Consumers seek foodservice ordering efficiencies
- Most consumers are cost-conscious, so fees will have to be competitive
- Consumers have more disposable income to spend at restaurants
Market Factors
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- Consumers increase their dining out frequency
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- Figure 7: Food sales, at home vs away-from-home, January 2003-April 2015
- Increased disposable income means consumers can afford more services
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- Figure 8: Real disposable personal income, January 2007-April 2015
- Many consumers still not confident in better economy
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- Figure 9: Consumer confidence index, January 2009-March 2014
- Unemployment continues to drop, so restaurant visits will continue to grow
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- Figure 10: Unemployment rate and underemployment, January 2007-May 2015
Key Players – What You Need to Know
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- Foodservice brands turn to third parties for online delivery efficiencies
- Restaurants that don’t offer online delivery will remain behind
- New competition in the form of virtual restaurants has arrived
What’s In?
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- Using third parties as delivery partners
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- Figure 11: Key players in online foodservice delivery services, July 2015
What’s Out?
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- Not having a delivery program in place
What’s Next?
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- “Virtual” restaurants with delivery-only foods
- More integration with everyday technology
The Consumer – What You Need to Know
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- Consumers would rather eat in at concepts where the experience is customized
- Consumers like the convenience of ordering online and are willing to wait
- Online ordering is used most at dinner
- Men are willing to pay more for online delivery
Online Foodservice Delivery Used the Most at Dinner
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- Consumers trust the quality of pizza restaurants
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- Figure 12: Any usage of online foodservice delivery service, by restaurant type, May 2015
- Figure 13: Any usage of online delivery service, by daypart, May 2015
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- Figure 14: Usage of online delivery service, Dinner, by gender, May 2015
Affordability and Quality Drive Pizza Sales
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- Figure 15: Correspondence analysis – Usage of online foodservice delivery service, May 2015
- Consumers mostly use restaurant delivery services during dinner
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- Figure 16: Usage of online foodservice delivery service, May 2015
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Consumers Would Rather Wait Than Give Up on Delivery
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- Convenience is worth waiting for
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- Figure 17: Time consumers are willing to wait for online delivery, May 2015
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- Figure 18: Time consumers are willing to wait, by area, May 2015
Men Willing to Pay More for the Convenience of Delivery
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- But their willingness decreases as fees increase
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- Figure 19: Average fees consumers are willing to pay for online delivery service, by gender, May 2015
- Figure 20: Average fees consumers are willing to pay for online delivery service, by men and age, May 2015
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- Figure 21: Average fees consumers are willing to pay for online delivery service, by women and age, May 2015
Women Focus on Savings and Easy Mobile Order Experience
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- Men who are fathers focus on convenience and variety
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- Figure 22: Reasons to use online delivery service more often, by gender, May 2015
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- Figure 23: Reasons to use online delivery service more often, by parents with children under 18 living in household, May 2015
Social Media Users Use Online Delivery More Than Non-users
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- Use a variety of social media sites to connect with consumers
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- Figure 24: Any usage of online delivery, by social media usage and mobile device ownership, May 2015
- Figure 25: Attitudes toward online delivery, by mobile device ownership, May 2015
Online Delivery Service Users Value Convenience Over Quality and Health
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- Figure 26: Attitudes toward online delivery service – CHAID – Tree, May 2015
- Three additional target groups that value online ordering’s convenience
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- Figure 27: Attitudes toward online foodservice delivery service – CHAID – Table, May 2015
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Discounts and Photos Would Spur Online Ordering
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- Restaurant foods at retail offer competition, especially for snacking
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- Figure 28: Consumer attitudes toward online delivery, any agreement, May 2015
- Figure 29: Daypart where consumers purchase, retail versus foodservice, by nets – February 2015
Convenience and Time Drive Online Delivery Usage
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- Older consumers seek healthy foods and need more nutritional information
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- Figure 30: Attitudes toward online delivery, by age, May 2015
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- Figure 31: Where online deliveries are made, by gender, May 2015
Households with Children Most Likely to Order Restaurant Delivery Online
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- Delivery drops as children get older
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- Figure 32: Attitudes toward online delivery, by parents with children under 18 in the household, May 2015
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- Figure 33: Online foodservice delivery locations, by age of children in the household, May 2015
Pizza, Chicken, and Sandwiches Remain Popular
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- Consumers tend to stick to “safe” deliveries
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- Figure 34: Leading types of food ordered using online delivery, May 2015
- Figure 35: Types of food ordered using online delivery, by generation, May 2015
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- Figure 36: Types of food ordered using online delivery, by generation, May 2015
Appendix – Data Sources, Advanced Analytics Methodologies, and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- CHAID analysis methodology
- Correspondence analysis methodology
- Abbreviations and terms
- Abbreviations
Appendix – Market Factors
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- Figure 37: Median household income of families with children, in inflation-adjusted dollars, 2003-13
- Figure 38: Median household income, by type of household, 2013
- Figure 39: Median household income, by age of householder, 2013
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