The following are the key findings from the survey:
- On-Site Digital Preferences
- 70% of people surveyed prefer to order digitally over in-person.
- When ordering digitally on-site, 80% of those surveyed prefer to use a personal device to order over restaurant provided devices.
- General Digital Preferences
- When ordering digitally in general, 66% of people prefer to use their mobile phone as a medium.
- When ordering from a mobile phone, 62% of people are drawn to rewards programs. Nearly 50% of respondents are drawn to reduced wait times and previously saved orders.
- 77% of people choosing an online ordering system, kiosk, or mobile app cited convenience as the primary reason.
The findings also revealed that of the consumers that prefer to order in-person, 71% prefer to do so because of the ability to ask questions about the menu. As digital menus become more advanced the need to ask questions will diminish, which may lead to even more consumers preferring digital ordering.
“This survey shows that 98% of consumers used digital ordering in some form in the last 18 months, and that they overwhelmingly prefer that experience to the alternative. It’s pretty clear that the shift to digital is here to stay,” concluded Trienens. “Restaurants with strong digital ordering experiences will surpass those without.”