Consumers may be increasingly turning to third-party aggregators to get their food needs met, but these aggregators continue to struggle to gain share from other restaurant ordering channels.
By the Numbers
Research from PYMNTS’ new study “How the World Does Digital: The Impact of Payments on Digital Transformation,” which drew from surveys of census-balanced panels of more than 15,000 consumers across 11 key economies, found that aggregator orders’ digital adoption score grew from 26.0 in the first quarter of 2022 to 26.5 in the second.
Read more: Study Finds Digital Engagement of Consumers Worldwide Jumped 1.2% in Q2
The Data in Context
While adoption may be growing, aggregators still account for only a marginal share of total restaurant orders. “The 2022 Restaurant Digital Divide: Food Aggregators Find Their Footing” report, for which PYMNTS surveyed 2,217 consumers, found that nearly four in 10 consumers used a food aggregator to place an order over the last six months. Yet, despite this widespread usage, aggregators only account for 2.5% of restaurant orders.
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