Third-party delivery has been a huge disruption to the restaurant industry. It was just over a year ago that we published our report, 4 things every restaurant needs to know about third-party delivery, and we’ve continued to keep a close watch over the trend.
Since eBay and Amazon launched in 1995, e-commerce has represented a lot of things for traditional retailers. First, unfamiliar territory. Then, endless opportunity for some (and end of days for others). Now, in the age of the cross-channel customer journey, it’s table stakes for customer conversion.
Life is hard—dinner shouldn’t have to be. That’s the basic principle that’s been driving the convenience economy in the restaurant industry for decades. Today’s consumers are ordering through mobile apps with food delivered right to their doorsteps—but a lot can happen in between.
Third-party delivery is quickly becoming one of the biggest market disruptors in the restaurant industry. To help brands understand what’s on the line, we used SurveyMini®—SMG’s consumer mobile app and the fastest, most accurate source of behavioral data linked to customer feedback in real time—to collect responses from more than 42,000 users.
Imagine: you’re having a “can’t-leave-your-desk” day at work, when you realize the leftovers you brought from last night’s dinner suddenly sound stale compared to something fresh from that new restaurant everyone’s raving about. Thanks to third-party delivery vendors, there’s an app for that (actually, there’s quite a few!). While this convenience is great for you as a consumer, it can present hurdles for you as a business owner—especially if your location is already slammed at lunch and not fully equipped to handle delivery orders.
It’s easy to make assumptions about why people do the things they do. Behavior tells us a lot, but the only way to fully understand what makes people tick is to ask the right questions. Combine behavioral data with survey data, and you’ll have a clear picture of what motivates your customers. Behavioral data might show you who walked out the door after months of regular visits. Survey data tells you why.
SMG thrives on data. And our Data Science team is responsible for narrowing down the massive datasets we collect into granular patterns in consumer preferences and behavior. We use advanced algorithms and rigorously test new concepts to get down to the insights that deliver real value to our clients. Those insights are what helps them make the better business decisions that drive loyalty and growth.
SurveyMini and BrandGeek are two powerful tools. SurveyMini lets you gather critical consumer behavior patterns, including those from non-purchasers, and BrandGeek helps you learn where your brand stacks up against the competition. When you put them together, you get great insights.