App ordering is now three times bigger than it was two years ago.
Whilst app orders represent the smallest segment of delivery, they are the fastest growing form of placing an order. Apps allow delivery operators to be at the customers' fingertips, making comparing restaurants, ordering and tracking your food very easy. Younger consumers (aged 18-34 years) have been the quickest to adopt ordering via an app; apps account for 21% of their delivery visits.
Cyril Lavenant, head of foodservice UK in the NPD group, said, “Apps for delivery are definitely going to grow in popularity, particularly considering the rise of the aggregators. However, most orders are still being made over the phone and this must be taken into account. Consumers (especially older consumers) enjoy the human interaction of a phone call, it allows them to speak directly with the restaurant and ask questions when making their order. As more and more restaurants move to online and app based delivery, they must make sure to also maintain some human contact.”
Read the whole summary of the study here.
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