According to a new syndicated survey by Ipsos, titled Trends to the Table, top motivations for Ordering-in Food are the desires for Change in taste & the need to uplift spirits (cheer up) (38%) and an excuse for Avoiding Cooking (26%). Other reasons cited include Special Occasion (17%), Missed meal (10%) and Catch-up with friends (9%).
“Trends-to-the-Table survey findings will be useful to marketers and all stakeholders in the F&B Industry as it decodes consumer motivations and choices while ordering-in and how marketers and logistics partners can target customers better, “ said Sreyoshi Maitra, Head of Shopper Insights & Executive Director, Market Strategy & Understanding, Ipsos in India.
Ordering-in unmasked – starting point, shortlisting, patronage
How does it start? The survey shows how consumers go about the entire process of choosing. The restaurant choice, for instance, while ordering-in is largely dictated by the type of cuisine (37%) and deals (36%). , and other factors like ordering for whom – oneself, family or friends (12%), occasion (9%) and service/ speed of delivery (6%), too have some sort of bearing, while zeroing in on the restaurant. Next, we would think that the Indian consumers are highly promiscuous when it comes to choosing restaurants and keep flitting from one restaurant to another! Wrong. The survey on the contrary shows, 82% customers tend to stick to tried and tested restaurants and restrict themselves to a maximum of 5 restaurants. Further, patronage of restaurants - loyalty and repeat orders, are defined by the two key factors of Taste of food (23%) and quality (18%).
The survey shows that while ordering-in, à la carte (51%) is the most preferred Meal Format - meal-in-a-box (33%) is huge when further combined with a combo meal (16%). “A number of restaurants are providing meals in these formats, infusing happiness in consumers, as it also leads to savings when they choose certain formats like meal in a box or combo meals; à la carte on the other hand works out economical, for large gatherings,” added Maitra.
Ordering-in Peak time
The survey shows that ordering-in peaks for dinner (53%) most, followed by lunch (32%) and it’s somewhat lean for evening (13%) and breakfast (2%). “Consumers tend to rustle up breakfast at home, to address morning food routine. With McDonald’s breakfast back on grid, we might see some traction there. Also, there is opportunity for more restaurants to leverage the morning slot,” added Maitra.
About Trends to the Table Survey
It is a comprehensive, syndicated study on Ordering-in behavior and consumption habits of consumers, delving deeper into triggers, motivations and influences in driving choices. The survey was conducted online, among 1700 consumers from 13 cities (metros and mini metros). The respondents interviewed were those who had ordered food online in the past one month. The TG was from SEC A and B households and aged between 15-50 years.
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