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The Online Foodservice Consumer - US - August 2015

"Consumers continue to seek convenient solutions for their busy lives. One way to enjoy the restaurant experience without leaving home is to order foodservice foods via online ordering. Even restaurants not equipped for delivery now have the ability to employ the services of a third-party delivery service in order to be in the game. This has heated up competition in terms of speed of delivery and quality of the items received."
- Julia Gallo-Torres, Senior Analyst, Food, Drink and Foodservice

This report discusses the following key issues:

  • Consumers are reluctant to use online restaurant delivery services outside of dinner
  • Men have more disposable income to spend on online restaurant delivery than women 
  • Online restaurant ordering websites do not offer users enough information

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Consumers are reluctant to use online restaurant delivery services outside of dinner
              • Figure 1: Usage of online delivery service, by restaurant type and daypart, May 2015
            • Men have more disposable income to spend on online restaurant delivery than women
              • Figure 2: Fees consumers are willing to pay for online foodservice delivery, by price and gender, May 2015
            • Online restaurant ordering websites do not offer users enough information
              • Figure 3: Attitudes toward online foodservice delivery, any agree, May 2015
            • The opportunities
              • Social media users order more online foodservice delivery
                • Figure 4: Usage of online foodservice delivery, by device ownership and social media usage, May 2015
              • Focus on parents, who appreciate value of online restaurant delivery
                • Figure 5: Attitudes toward online foodservice delivery, by parents with children under 18 in the household, May 2015
              • Consumers prefer delivery to picking up items at the restaurant
                • Figure 6: Time consumers are willing to wait for online foodservice delivery, May 2015
              • What it means
              • The Market – What You Need to Know

                • Consumers seek foodservice ordering efficiencies
                  • Most consumers are cost-conscious, so fees will have to be competitive
                    • Consumers have more disposable income to spend at restaurants
                    • Market Factors

                      • Consumers increase their dining out frequency
                        • Figure 7: Food sales, at home vs away-from-home, January 2003-April 2015
                      • Increased disposable income means consumers can afford more services
                        • Figure 8: Real disposable personal income, January 2007-April 2015
                      • Many consumers still not confident in better economy
                        • Figure 9: Consumer confidence index, January 2009-March 2014
                      • Unemployment continues to drop, so restaurant visits will continue to grow
                        • Figure 10: Unemployment rate and underemployment, January 2007-May 2015
                    • Key Players – What You Need to Know

                      • Foodservice brands turn to third parties for online delivery efficiencies
                        • Restaurants that don’t offer online delivery will remain behind
                          • New competition in the form of virtual restaurants has arrived
                          • What’s In?

                            • Using third parties as delivery partners
                              • Figure 11: Key players in online foodservice delivery services, July 2015
                          • What’s Out?

                            • Not having a delivery program in place
                            • What’s Next?

                              • “Virtual” restaurants with delivery-only foods
                                • More integration with everyday technology
                                • The Consumer – What You Need to Know

                                  • Consumers would rather eat in at concepts where the experience is customized
                                    • Consumers like the convenience of ordering online and are willing to wait
                                      • Online ordering is used most at dinner
                                        • Men are willing to pay more for online delivery
                                        • Online Foodservice Delivery Used the Most at Dinner

                                          • Consumers trust the quality of pizza restaurants
                                              • Figure 12: Any usage of online foodservice delivery service, by restaurant type, May 2015
                                              • Figure 13: Any usage of online delivery service, by daypart, May 2015
                                              • Figure 14: Usage of online delivery service, Dinner, by gender, May 2015
                                          • Affordability and Quality Drive Pizza Sales

                                              • Figure 15: Correspondence analysis – Usage of online foodservice delivery service, May 2015
                                            • Consumers mostly use restaurant delivery services during dinner
                                              • Figure 16: Usage of online foodservice delivery service, May 2015
                                          • Consumers Would Rather Wait Than Give Up on Delivery

                                            • Convenience is worth waiting for
                                                • Figure 17: Time consumers are willing to wait for online delivery, May 2015
                                                • Figure 18: Time consumers are willing to wait, by area, May 2015
                                            • Men Willing to Pay More for the Convenience of Delivery

                                              • But their willingness decreases as fees increase
                                                  • Figure 19: Average fees consumers are willing to pay for online delivery service, by gender, May 2015
                                                  • Figure 20: Average fees consumers are willing to pay for online delivery service, by men and age, May 2015
                                                  • Figure 21: Average fees consumers are willing to pay for online delivery service, by women and age, May 2015
                                              • Women Focus on Savings and Easy Mobile Order Experience

                                                • Men who are fathers focus on convenience and variety
                                                  • Figure 22: Reasons to use online delivery service more often, by gender, May 2015
                                                  • Figure 23: Reasons to use online delivery service more often, by parents with children under 18 living in household, May 2015
                                              • Social Media Users Use Online Delivery More Than Non-users

                                                • Use a variety of social media sites to connect with consumers
                                                    • Figure 24: Any usage of online delivery, by social media usage and mobile device ownership, May 2015
                                                    • Figure 25: Attitudes toward online delivery, by mobile device ownership, May 2015
                                                • Online Delivery Service Users Value Convenience Over Quality and Health

                                                    • Figure 26: Attitudes toward online delivery service – CHAID – Tree, May 2015
                                                  • Three additional target groups that value online ordering’s convenience
                                                    • Figure 27: Attitudes toward online foodservice delivery service – CHAID – Table, May 2015
                                                • Discounts and Photos Would Spur Online Ordering

                                                  • Restaurant foods at retail offer competition, especially for snacking
                                                      • Figure 28: Consumer attitudes toward online delivery, any agreement, May 2015
                                                      • Figure 29: Daypart where consumers purchase, retail versus foodservice, by nets – February 2015
                                                  • Convenience and Time Drive Online Delivery Usage

                                                    • Older consumers seek healthy foods and need more nutritional information
                                                      • Figure 30: Attitudes toward online delivery, by age, May 2015
                                                      • Figure 31: Where online deliveries are made, by gender, May 2015
                                                  • Households with Children Most Likely to Order Restaurant Delivery Online

                                                    • Delivery drops as children get older
                                                      • Figure 32: Attitudes toward online delivery, by parents with children under 18 in the household, May 2015
                                                      • Figure 33: Online foodservice delivery locations, by age of children in the household, May 2015
                                                  • Pizza, Chicken, and Sandwiches Remain Popular

                                                    • Consumers tend to stick to “safe” deliveries
                                                        • Figure 34: Leading types of food ordered using online delivery, May 2015
                                                        • Figure 35: Types of food ordered using online delivery, by generation, May 2015
                                                        • Figure 36: Types of food ordered using online delivery, by generation, May 2015
                                                    • Appendix – Data Sources, Advanced Analytics Methodologies, and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • CHAID analysis methodology
                                                              • Correspondence analysis methodology
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – Market Factors

                                                                      • Figure 37: Median household income of families with children, in inflation-adjusted dollars, 2003-13
                                                                      • Figure 38: Median household income, by type of household, 2013
                                                                      • Figure 39: Median household income, by age of householder, 2013

                                                                  Companies Covered

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                                                                  The Online Foodservice Consumer - US - August 2015

                                                                  £3,277.28 (Excl.Tax)