More customers are using AI to discover new restaurants these days. But good-old-fashioned word of mouth is still the best way to be found.
Those are a couple of takeaways from a new report by delivery provider DoorDash, which looked at how consumers are finding and ordering from restaurants today, and what keeps them coming back.
These are certainly topics worth exploring. Between the internet, smartphones, mobile apps, social media and now AI, restaurants have more points of access (and competition) than ever.
So how are customers actually using these channels, and how can restaurants get the most out of them?
Let’s start at the beginning: Where and how a customer finds a new restaurant.
Believe it or not, word of mouth remains consumers’ most trusted source for this kind of thing. Sixty-two percent said a recommendation from a friend or family member is how they are most likely to discover a new spot.
That was followed by Google search (51%) and delivery apps (37%).
But AI is also making inroads in this area. Twenty-two percent of consumers said they have used a chatbot like ChatGPT or Google Gemini to find a restaurant.
AI relies on a variety of sources to come up with these suggestions. According to a separate study by Yext, a restaurant’s online listings and reviews are particularly important, as well as its website.
DoorDash encouraged restaurants to maintain their online menus, add high-quality photos, and keep close tabs on reviews.
So now that a customer has found a restaurant, what actually gets them to order?
Good news: It’s not that complicated!
The main thing that will influence a customer to choose your restaurant is what’s on the menu (60% said so).
But there are caveats. Customers want to see detailed and appealing menu descriptions (93%), including clear information on what comes with a dish, like sides, sauces and add-ons (52%).
Also, photos should clearly match the item being described (47%). It also wouldn’t hurt to identify popular or top-selling items (31%); offer combos or bundles (28%); and provide some info on portion sizes, e.g., “feeds 2-3” (27%).
According to DoorDash, simply adding descriptions to half of the menu can boost sales by over 6% on average, while adding photos of half of the items can add another 13%.
And don’t forget folks with allergies. More than half of U.S. adults have a food allergy, intolerance or sensitivity, or know or live with someone who has one, according to the International Food Information Council. So including allergy and dietary information on the menu could be a real difference-maker.
Also keep in mind that much of this is happening on a small screen. Sixty-four percent of consumers told DoorDash they always order delivery on their phone, and 95% of DoorDash orders over the past six months were placed on mobile. Menus and websites should be optimized for mobile.
Up to this point, we’ve been talking mostly about delivery or pickup, but all of the above can apply to dining in as well. Sixty-two percent of customers told DoorDash that ordering delivery from a restaurant led them to later eat there in person. And even more—74%—said they’d done the reverse: Dined in and later ordered delivery.
DoorDash highlighted this as an opportunity for restaurants to offer loyalty programs that span both on- and off-premise transactions. Ninety-percent of consumers would use such a “cross-channel” program, but only half of operators are actively offering these features in their loyalty programs.
And 64% would prefer to use a single app for delivery, pickup and reservations.
Speaking of loyalty, a restaurants’ most loyal customers do not always need a formal program or freebies. Many just want to feel seen.
Sixty-five percent said that a restaurant remembering their preferences, like allergies or favorite dishes, would impact how often they visit. And 63% said getting a menu recommendation from staff made them come back.
DoorDash also said more restaurants could add a personal touch in their marketing messages: Only 30% of restaurants are targeting all of their promotions to specific customer groups or behaviors.
DoorDash’s 2026 Restaurant Industry Trends report is based on two surveys conducted by Dynata on behalf of the company in March. It surveyed 3,001 consumers across demographics and 509 restaurants of varying sizes.
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