So what do people look for in an app or site that will help them make their final decision? For most respondents (77%), a full menu is essential, as are clearly stated prices. Being able to pay online and online ordering with delivery were other key features mentioned.
A majority already research dinner options, look at menus, maps and make reservations on sites like Yelp or OpenTable (54%), with the highest usage coming from older millennials (72%), the study found. Ordering online delivery via Grubhub or UberEats is a less common activity, cited by 27% of respondents, with the largest participation coming from younger millennials (47%).
Separate findings from an October 2017 Market Force Information survey are in line with FMI's. The study also found that restaurant apps like Yelp and OpenTable are popular among US internet users. What's more, the number of respondents who have downloaded a restaurant app rose from 41% in 2016 to 45% in 2017. And the leading reason why many use such apps was the same as what FMI found—to view menus. Finding promos, locations, reading reviews and accessing a loyalty program were also popular motivations.
According to FMI, the average consumer eats dinner out of the home 2.1 times per week and turns to restaurants more often than prepared foods in supermarkets. The top reason cited for choosing restaurants was that they just didn’t think about a grocery deli. Retailers are increasingly trying to compete with restaurants by offering prepared food, and Costco, Albertsons, Kroger and Walmart have all introduced meal kits recently.