Delivery vs curbside
Customers also prefer to use restaurant-owned websites and apps to place orders for delivery and pickup orders. The report found that nearly 90% of survey respondents had placed orders for pickup or delivery, with 29% using a restaurant’s app or website or delivery about once a week, and 31% opting for in-store or curbside pickup. Of course, plenty of brands feel the need to participate in third-party delivery apps because it gives them more access to consumers. Domino’s, which had been one of the few third-party holdouts, recently relented, inking deals with Uber Eats and Postmates.
Survey respondents have a range of motivations for ordering delivery—77% cited using delivery because they had a large family order, 72% said they did it to avoid bad weather and 75% said they just didn’t feel like going to pick it up.
Still, delivery and pickup orders have higher abandonment rates than in-person orders. Potential customers stop when they see final order costs or long wait times. The survey found that 47% of respondents abandoned a delivery order because it was too expensive.
Nearly 70% of respondents who used curbside pickup said they would be more likely to visit a quick-service restaurant if it offered curbside pickup. Customers often prefer this because it’s faster than delivery (52%), the food is still hot (47%), it’s less expensive than delivery (47%), and they don’t have to interact with as many people (36%).
Quick-service restaurants could improve the customer experience by giving people more information up front to help decide on a delivery method, perhaps by showing time estimates for both pickup and delivery. On top of this, brands could personalize offers for customers. For example, if delivery times are too long, they could get a discount for choosing curbside.
from Digital Marketing Education https://ift.tt/ZbUz8Yo
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