Cover for Digital Divide: Aggregators and High-Value Restaurant Customers, examining the spending habits of restaurant customers and their use of food delivery aggregators

Digital Divide: Aggregators and High-Value Restaurant Customers

Restaurants Fight Back Against Aggregators With Promotions and Loyalty Programs

Table service restaurants have a problem: High-value, high-frequency customers now account for 44% of those using aggregators for ordering delivered meals, complicating eateries’ relationships with their most treasured customers. The new Digital Divide report, a PYMNTS and Paytronix collaboration, surveyed more than 2,100 U.S. consumers and found out that offering promos and loyalty perks was key to keeping the best customers in-house.

Inside the November Report

  • 59%: Share of high-value, high-frequency restaurant customers who have used Uber Eats within the past 15 months
  • 60%: Portion of high-value, high-frequency restaurant customers who cite ease and convenience as a reason for ordering via aggregators
  • 42%: Share of high-value, high-frequency restaurant customers who say loyalty programs would encourage them to order directly from restaurants

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