Consumer Trends

Is delivery hurting on-premise dining traffic?

No, says a just-released study of consumer behavior.
Photograph: Shutterstock

The growth of delivery is not, apparently, cannibalizing dine-in occasions.

That’s according to a survey released this week by consulting firm ChangeUp, which found that 58% of consumers say they eat in a restaurant as often or more often after ordering delivery.

“Delivery services like DoorDash, Grubhub and Uber Eats are opportunities to build incremental sales and do not negatively impact dine-in occasions,” the report said. “It appears that these apps have the potential to convert guests into ‘super customers’ that will increase total share of occasions for restaurants who provide great restaurant experiences while simultaneously refining their off-premise execution.”

What happens within the four walls matters, the survey found. Some 30% of consumers said having an enjoyable dine-in experience inspired them to order delivery on a future occasion.

The survey, which was conducted in August, queried nearly 450 consumers who had recently used common third-party delivery options.

The results are in line with Consumer Brand Metrics off-premise data from Restaurant Business’ sister company, Technomic.

Online delivery orders increased 16% year over year among frequent (more than once per month) visitors to top limited-service chains, while off-premise orders jumped 25% for moderate to light (one visit per month or less) consumers of the same chains, Technomic found.

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