During the course of a seemingly endless pandemic, consumers developed a healthy and sustained appetite for online food ordering—along with higher expectations around speed, efficiency, and ease of use. (They want their pizza and they want it pronto!).
Tolerance for clunky online ordering experiences, especially on mobile devices, has declined…a lot. Half (49%) of consumers say they will move on and order from a different restaurant if they encounter a PDF menu on a mobile device, up from 30% two years ago. And that’s just for starters.
To help restaurants navigate digital demands and capture more sales, Popmenu conducted a 2023 study of 1,000 U.S. consumers. The end result? Six insights that can help determine how positive the online ordering experience is for customers and how lucrative—or not so lucrative—it is for the business. Turn the page to find out what diners really want.
They want to order directly from the source.
While third-party marketplaces provide a wide range of dining options, consumers are keenly aware of higher commission fees from third parties and the benefits of ordering directly from local eateries. Three in four (76%) prefer ordering from a restaurant’s own website.
PopTip
Keep as many orders on your website as you can. The more you can maintain direct interactions with guests, the more you can control the guest experience, and the more data you can capture to remarket to them for future business.
Do you prefer to order directly from a restaurant's website or third-party delivery app?
24%
Third-party app
76%
Restaurant's website
Many are interested in ordering more than food…on the rocks.
In addition to feeding their appetites, online guests are looking to quench their thirsts: 67% of consumers are more likely to order from or visit a restaurant if they can see their beverage menu online. That includes soft drinks and spirits of all varieties (we’re looking at you, Margarita, and your buddy, Mai Tai).
There is a nice profit margin associated with alcohol and, when you mix alcohol to go with direct ordering, that gives you the perfect profit cocktail (see what we did there?).
PopTip
Whether it’s cocktails or mocktails, make sure you feature your beverage menu prominently on your website to boost sales.
PDF = DOA
The majority (87%) of consumers typically place online orders with a mobile device and, as mentioned earlier, half of them will order elsewhere if they encounter a PDF menu. PDFs can be difficult to view on a desktop, let alone a hand-held device where you have to pinch and expand the image. Plus, they do little to help your website traffic.
PopTip
Make your menus interactive and scrollable to help diners discover their next favorite. Restaurant tech providers can help you to set up your menu so that each dish is recognized as a unique page by search engines like Google. So, when someone searches for “seafood near me” or “best tacos in town,” it will bring up more content for Google to consider. This will help you rank higher in search results and drive more traffic back to your site…for free.
Do you typically order food on your desktop or mobile device?
13%
Desktop
87%
Mobile Device
No photos, no reviews, no service.
Aside from hard-to-read menus, no pictures of food and no reviews of the restaurant or specific dishes are among the biggest pet peeves for consumers when ordering online. This is a sensuous business—it’s all about sight, smell, taste and ambiance. So, why convey that through static text that doesn’t properly showcase the burger of their dreams? And why rely on third-party sites to collect reviews vs. providing a way for you to directly receive them and ultimately control what is posted?
PopTip
Dishes with photos receive twice as many orders and four times as many reviews. If possible, include a photo of every dish featured on your website to increase your chances of converting traffic to paying customers. And provide a way for guests to submit feedback online so you can share rave reviews on your own website.
A bad online ordering experience (or worse, nothing at all) will cost you.
Also topping the list of pet peeves is when consumers have to call the restaurant to order because there is no online ordering capability on the website. Not only do consumers get annoyed, 56% said they will immediately move on to another restaurant (they’re “hangry” and they don’t want to talk to a human!). This is up from 40% in 2021, by the way. If it’s a poor online ordering experience, you’ll get some takers, but 42% of consumers said they will order from somewhere else instead. Another 23% said they will still place an order, but probably won’t come back anytime soon.
PopTip
Providing a great online ordering experience doesn’t have to cost a lot of money and can be implemented quickly. Plus, you get all the juicy insights on guest preferences and ordering behavior to encourage repeat transactions that you don’t get with on-premise dining.
What are your biggest pet peeves when ordering food from a restaurant online?
43%
Menu doesn't have photos
38%
Menu is hard to read
33%
You can't order online, you have to call the restaurant
31%
Have to order from a third-party site
25%
Can't find reviews of the restaurant or specific dishes
If a restaurant doesn't have a good online ordering experience, what do you do?
42%
I'll order from another restaurant
38%
I'll call the restaurant
18%
I'll deal with it and order online
23%
I'll order, but probably won't come back anytime soon
If a restaurant doesn't have an option to order carryout/delivery online, what do you do?
44%
Call the restaurant
56%
Move on to another restaurant
They are willing to pay online ordering fees…within reason
Living in a largely digital world, consumers have become more accustomed to processing fees associated with online transactions. This includes purchases from restaurants. The key here: everything in moderation. High online ordering fees that jack prices up 30% won’t fly, but two-thirds of consumers said they’re willing to pay at least $1; 39% are willing to pay $2 to $4.
PopTip
Whether you are processing orders on your own website or are working with a third party, it’s important to know how much the transaction is ultimately costing guests (and you) so you can determine where it’s appropriate to absorb the cost or split a portion of it.
How much are you willing to pay in fees when ordering food from a restaurant online?
5%
A fee that is less than $1
10%
$1
39%
$2 to $4
15%
$5 or more
24%
I'm not willing to pay any fees
7%
I don't pay attention to service fees
Conclusion
Whether you are processing orders on your own website or are working with a third party, it’s important to know how much the transaction is ultimately costing guests (and you) so you can determine where it’s appropriate to absorb the cost or split a portion of it.
Methodology
Popmenu conducted a nationwide survey of 1,000 U.S. consumers in April 2023. The survey was anonymous and included representative samples of consumers ages 18 and older across geographies.
