While restaurant delivery remains top of mind among foodservice operators, digital ordering continues to grow steadily, according to data from The NPD Group.
Restaurant digital orders, meaning those meals or snacks ordered via mobile app, internet, or text message, have grown by 23 percent over the past 4 years and now represent 3.1 billion visits and $26.8 billion dollars. Digital orders will to continue to grow by double-digits through 2020 with growth across all service modes including delivery, on premises, and carryout, according to NPD’s Delivering Digital Convenience report.
Convenience remains the top reason consumers choose digital ordering, according to NPD, other top factors include: no waiting; the ability to order, pay, and have it ready; ordering at my “own” pace; and earning rewards/feeling valued. Mobile apps represent 60 percent of digital orders and users of leading restaurant brand apps are also drawn to other motivations, like saving money, customizing orders, ordering on the way, and earning rewards.
Loyalty rewards in particular have been successful for restaurant brands in getting customers to keep using their apps, NPD reports.