Pressure is placed on restaurants to offer digital ordering and delivery:
According to NPS, half of all dinners bought from restaurants are eaten at home, with figures expected to grow in 2018. Bonnie Riggs, NPD said, “the most popular place to eat out this year will be our home.”
Speed and efficiency are large factors in this shift in human behaviour. Not everyone has time to sit down at a restaurant and eat, and technologies have made it possible for people to order food with the click of a finger. Digital ordering has seen rapid growth in the past five years, according to NPR, the most recent data shows an increment from 33 percent to 53 percent.
With price still at the forefront of customers’ decisions, restaurants are under pressure to offer digital ordering and delivery options to customers at a good price point. For some restaurants, online ordering and delivery may not seem like an easy option, in fact, the process can seem quite daunting, time-consuming and costly. For restaurants who do not wish to source their own fleet of drivers, they are urged to search for a third party service who can help them to meet customers’ demands.
Crowdsourcing drivers for restaurant deliveries is often the answer to solving the delivery problem. Perhaps the highest importance to restaurants, owning a flexible fleet allows the company to offer customers a delivery service that fixed-fleet carriers traditionally find too expensive to provide. It also means drivers are always at hand, so deliveries may be done at any time of the day.
The amount of food sold by restaurants is not set to increase, but rather the amount of home deliveries sold. This means there is more pressure than ever for restaurants to offer digital ordering and home delivery.
Many companies now offer the technologies and platforms for restaurants specifically for home delivery, with a rise in companies offering driver management for restaurants. If the figures continue to increase, digital ordering will become a must-have for most.