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New customer loyalty opportunities for restaurant delivery services

There's an uptick in order frequency among consistent users

With no clear end to the pandemic in sight, restaurant delivery services have an opportunity to maximise growing interest in their offerings, fine tune their customer experience, and build long-term customer loyalty, according to a study by human behaviour and analytics firm Escalent.

The study examined the impact of the COVID-19 pandemic on restaurant delivery services. Entitled 'What's for Dinner?', it explores the growth of restaurant delivery now and into the near future.

Among the key findings of the study:

17% of US consumers have used restaurant delivery in the past month
21% of those ordering restaurant delivery in the past month are new users
Consistent users indicated a 26% increase in use of these services each month
84% of restaurant delivery customers expect their usage will stay the same or increase through the next three months
53% of restaurant delivery customers expect their usage will stay the same or increase after the impacts of the pandemic have subsided, defined as "a post-COVID-19 world when you feel comfortable going out or dining out without the fear of infection"

In addition to growth metrics, the study offers a view of user platform preferences. The two most popular ordering platforms-local restaurant/private label delivery and DoorDash-were used by 43% and 42% of respondents who ordered delivery in the past month, respectively, with 50% of respondents indicating their intent to order from local restaurants. Also of note, DoorDash holds a commanding lead over its closest third-party rivals-GrubHub (23%), Uber Eats (17%) and Postmates (8%).

"Consumers are supporting the restaurant industry in this critical moment thanks to the widespread availability of delivery services," said Jill Miller, vice president of the Consumer & Retail team at Escalent. "We've seen enormous interest in private local restaurant delivery, as well as the full slate of third-party delivery apps-of which DoorDash is the clear favorite. That interest could extend through the duration of the pandemic, too, making this period extremely important for brands looking to sustain growth."

Sources: Escalent / The Marketing Factbook.
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Customer Experience
Customer Loyalty
Knowing The Customer
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Marketing Technology

Have you seen The Marketing Factbook?

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

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