Digital Restaurant Orders Explode

Digital restaurant orders have exploded over the last four years and are expected to continue to post double-digit growth through 2020, according to a new report from NPD Group. Restaurant delivery may get the media attention, but digital restaurant orders through websites, aggregators, apps and text messages grew by 23% since 2015, the NPD report found. These orders represent 3.1 billion visits and $26.8 billion dollars and will continue to expand across all service models, including delivery, on-site and carryout, NPD predicts. Convenience is the No. 1 reason consumers use apps to place restaurant orders, although eliminating waiting for products, being able to order pay and have orders ready, in addition to earning rewards through loyalty programs also were cited for contributing to the digital ordering surge. “Digital ordering has raised the bar on convenience and with it the customer experience,” says David Portalatin, NPD food industry advisor. “Digital ordering overall and apps have provided a path to market to consumers on a one-to-one basis and offer them a restaurant experience customized to their needs.”