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Digital Food Ordering Essential for Long-Term Success
Guests using a first-party app return more often, tip better, spend more, and rate restaurants higher. Digital orders now consistently make up...
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- 27% of restaurant and c-store orders were online in 2023
- Mobile apps generate 34% of all digital orders
NEWTON, MA - April 1, 2024
Paytronix published the 2024 Paytronix Online Ordering Report. It found that guests ordering directly from a brand ordered 35% more compared to those who order via third-party.
Online ordering is 27% of all orders for restaurants and c-stores in 2023.
“The biggest takeaway is that while third party marketplaces have their uses, a first-party online ordering platform is key to a brand’s online ordering success,” said Tim Ridgely, Vice President of online ordering at Paytronix.
”Moreover, those brands that build a robust digital guest engagement platform that includes loyalty and a mobile app are better equipped to leverage modern AI tools, get closer to their guests, and deliver a powerful omnichannel guest experience.”
The Details
The 2024 Paytronix Online Ordering Report shows how to improve your systems. It gives you steps to:
- Switch guests from third-party to a first-party
- Group your tech
- Use AI
- Use customer data
The Paytronix report also explains AI tools.
It shows how brands are using it to:
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Use guest data
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Create marketing campaigns
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Build rewards
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Improve menus
Operators are using these platforms to boost order frequency, anticipate future needs, and increase customer lifetime value.
Explore the Findings
Additional findings from the Online Ordering Report include:
- Guests who order both in-store and online have the highest order frequency, the best retention, and 35% more lifetime value than customers who only order in-store.
- First-party ordering platforms are the preferred method for consumers during lunch and dinner, and they also spend 30% more per transaction. However late-night orders (any time after 8pm) are nearly one third more likely to be done using third party marketplace apps.
- Mobile apps are 34% of digital orders.
- Quick Service Restaurant (QSR) loyalty members place 38.4% of their orders online, while Full-Service Restaurant (FSR) is 30.2%.
- Loyalty program members visit more than non-members.
The Paytronix Online Ordering Report provides info from our experts.
Use it to learn about online ordering tools and tips.