Ready When I Get There: Mobile Takeout Is A Rising Restaurant Trend - 0 views
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At the moment, about 20% of diners are using a pre-order option, according to a study from BRP and Windstream Enterprise. But mobile pre-ordering is used by about 32% of millennials, the study found. "They are less likely than older generations to dine out and more inclined to order their food for off-site consumption,"
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Pre-ordering can save money, since many delivery apps charge a fee to bring food to your door. There's often a service charge, too, and the diner is generally expected to tip on top of those costs.
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Getting food at the source saves those fees, and even if the diner tips, it's often only a dollar or two for a single meal, more if the order is larger. And the diner has the option of where they'd like to eat their meal. They can sit down in the restaurant, take it home or go someplace else.
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Pre-order has become a standard feature for some of the country's leading fast-casual restaurant brands, including Panera Bread, Shake Shack and Chipotle, while quick service brands such as McDonald's, Starbucks, Dunkin' and Domino's also have adopted it.
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Given how quickly the restaurant world is being transformed by digital ordering, it seems a bit surprising that only 26% of restaurants surveyed had such mobile point-of-sale technology
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Beyond that, about 18% of restaurants have technology allowing customers to order at the table, like the tablet screens deployed at Applebee's. However, 52% said they would add the capability in the next two years.
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The digital shift seems all the more urgent when it comes to the role that mobile devices are playing in dining decisions as well as the meal experience itself.
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53% of millennials say their visits to a restaurant are influenced in some way by digital technology, from being able to search a menu online, to reading reviews, to scrolling through Instagram photos, and posting their own after. For all diners, the figure is 40%.
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But a new study of restaurant guests and executives has found that an increasing number of people want another option: the ability to order food in advance via mobile apps and have it waiting for them when they arrive.
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There is a new trend of diners opting to pre-order food through their mobile app and go themselves to pick up the food. This allows them to lower the cost by not having to pay delivery fee, and service charge. It also allows for the food to be more consistent and give them the flexibility to eat wherever the customer prefers either in the restaurant or out. About 20% of diners are using the pre-order option (32% millennials), however only 26% of establishments have the mobile POS technology but 59% of restaurants surveyed plan to add in the next year. About 18% of restaurants have technology allowing customers to order at the table, however 52% said they will add this in the next 2 years. Restaurants are starting to react to the trend from consumers where 53% of millennials mention that the restaurant they choose will base on the digital technology they have including online menu, read reviews, look at Instagram pics, and post their own.