Phil MeekinView Profile
The success of apps such as JustEat and HungryHouse made staying in and ordering food much more popular than going out, since Deliveroo and Uber Eats arrived on the scene its even easier to get restaurant food at home so why do we need to go out?
That is precisely the question that many British households have asked themselves over the past few months as more and more people stay in rather than eat out at restaurants. New research from the Nectar card loyalty scheme found that 48% of people surveyed said they would rather order food via an app than physically go out to eat in a restaurant.
Food delivery apps are revolutionising the restaurant sector which is becoming the place for hungry diners to turn to without leaving their homes. As Brits embrace their lazy side, many restaurants are still doing good trade despite the fall in feet through the door.
Young people in particular are those embracing the change and they have moved to staying in and ordering food via apps rather than going out with 55% of 18-34 year olds saying they used a food delivery app in the last three months. However, those with children are the ones using these apps most, mainly for convenience, with 56% of those with children using the apps versus 30% of those without children.
Apps have not only taken people out of restaurants but they have become the main port of call when wanting to look at what a restaurant offers as 64% of people say they look at an delivery app for a menu when ordering whereas only 16% check the restaurant’s own website.
However, it is not all bad news for restaurants as the amount of information they have about customers from these apps means that they can offer specific experiences tailored to customer tastes.
Managing director of Nectar, James Moir, commented on the findings and spoke about the potential benefits for restaurants; “Ultimately, diners now have more choice, so restaurants need to respond…They will be even more keenly judged on value, quality and service. With so much data from online and in-restaurant purchases now at their fingertips, restaurants can know their customers better than ever before.”
With more restaurant chains scaling back investment, the rise of delivery apps is both a good and a bad thing. Whilst sales are staying at relatively similar levels, or even growing, and the information available about customers grows, there are less customers coming through the door which could potentially lead to restaurant closures or moves to smaller premises.
If this trend continues, how it will affect restaurants – whether chains or independents – remains to be seen but despite our love of a night in, there will always be a need to treat ourselves to a night out in a good restaurant.
References and further reading
Header image – travelandleisure.com
Content image – UK Business Insider