Restaurants Must Sharpen Digital Tools to Match Convenience of Delivery Aggregators

Consumers are drawn to digital features that make it easier to customize their interactions with their favorite local businesses, including restaurants. The digital shift caused consumers to seek more efficient ways to access goods and services and expect convenience, and has created new challenges and opportunities for local
restaurants. As patrons returned to restaurants this year, they still craved the digital conveniences that led to the rise of delivery aggregators — the ability to save time by “outsourcing” visits to multiple stores through a single app.

In the third edition of The Digital Divide: Delivery Service Aggregators And The Digital Shift, a PYMNTS and Paytronix collaboration, we look at how delivery aggregation services impact customer experiences and how local quick-service restaurants (QSRs) and table-service restaurants can use convenience-focused digital technology to increase customer engagement. The report is based on a survey of 2,545 census-balanced, United States-based respondents conducted between Oct. 20 and Oct. 25 and presents findings on their shopping behaviors.

More key findings from this study include:

Forty-two percent of consumers have used at least one aggregator, and 15% have used three or more, comprising what we call “multiplatform users.” Multiplatform users are digitally savvy and prioritize technical features that help them save time.

Convenience-focused consumers find digital-first features at local restaurants, such as mobile devices and QR code menus, highly appealing. Customers who use more than one digital platform to buy food from their favorite restaurants prioritize access to time-saving tools, even when dining in person.

Restaurants have increased their loyalty program offerings, and 48% of consumers use them. Restaurants are using digital means, such as mobile and online customer loyalty programs, to boost customer engagement. Our researchers found that loyalty program implementation has increased 4% in just three months.

To learn more about how consumers’ interest in convenience is influencing how they patronize their favorite restaurants, download the report.