More than half of consumers order directly from restaurants
More than half, 58%, of U.S. consumers skip aggregators when ordering at restaurants.
This is one of the key findings of a Paytronix study regarding food delivery aggregators, an ordering method some consumers find convenient but others avoid due to perceived high costs, according to a press release. .
The study found that 17% of consumers who regularly buy food from restaurants have used an aggregator at least once in the past three months.
âToday, brands need to own their digital control channel from start to finish,â Paytronix CEO Andrew Robbins said in the press release. âCustomers clearly want to work directly with the brands they love, and the more brands have control over the entire ordering process, the better they can customize it. Aggregators play a key role in this ecosystem, but brands need the tools and technologies in place to keep their guests happy and coming back. “
Additional results include:
- Less than a fifth of restaurant patrons have used an aggregator to order at their favorite restaurants in the past three months. Restaurant orders over the phone or online remain much more popular options.
- DoorDash and Uber Eats are the most popular aggregators. Door Dash is the most popular, with 58% of aggregator users ordering through the platform at least once in the past 15 months. Uber Eats (46%), Grubhub (37%) and Postmates (20%) round out the top four, with less than 10% for other players.
- About two-thirds of aggregator users choose aggregators for convenience. More than a third think it’s the only way to get it delivered to the restaurant of their choice. Other main reasons also focus on convenience; 34% of aggregator users said these platforms are the only way to be delivered by restaurants of their choice, and 32% said ordering this way is faster.
- More than half of customers at restaurants that don’t use aggregators cite fees and menu markups added by aggregators as the reason they go directly to restaurants. Those who use aggregators are less concerned with the cost factor.