Despite the benefits of online food ordering, few restaurants are taking advantage. According to the report Online, Mobile, and Text Food Ordering in the U.S. Restaurant Industry, restaurants are taking a cautious approach to online food ordering. Consumers, on the other hand, appear ready to embrace online ordering. A recent survey of 277 respondents found that 187 (67%) said they have ordered food online; nearly half prefer to order takeout online. The most common foods respondents had ordered online: Pizza (88%), Asian food (32%), Chicken Concepts (32%), and Mexican (28%).
The report, published by Cornell’s Center for Hospitality Research (CHR), concluded that order accuracy and productivity also increases with online ordering. With the online order comes a paper trail that allows the order taker and kitchen to get the order right. Online orders are also usually taken in advance, particularly with group and catering order.
CHR cited a Technomic survey of 1,000 adults. Of the 18-34 year-olds, 59 percent who used electronic ordering indicated it was easier than speaking to a live person. In this same key consumer target, 42 percent said their order fulfillment was more accurate and 59 percent indicated it was faster. Interestingly, Technomic’s report also found that a significant portion of respondents felt less “rushed” using electronic ordering.
