The US foodservice environment is changing as more consumers adopt home delivery options into their schedules, with heavy users of delivery ordering in more than six times a month, a study led by Kerry has found. The research – based on 2,500 US consumers – sought to understand the future of food service in an era of “hyper-accessibility and convenience,” as well as shifting consumer expectations in this realm. As one young millennial interviewed in the study noted, “my time is more valuable than money.”
Sensory aspects
Consumers are expecting restaurant level food on their doorsteps, which is prompting the industry to step up its game in terms of ensuring the sensory aspects of food are preserved after leaving the kitchen. The most important aspect here is the temperature.
“Consumers’ expectations from visual appeal, beyond taste, texture and temperature showcases the expectation of ‘restaurant quality’ food and beverages delivered to the doorstep,” Soumya Nair, Director of Marketing Insights at Kerry, tells.
The researchers found that consumers who had had food delivered, the taste of the food exceeded expectations while the temperature fell below expectations. Even among consumers who felt that the sensory characteristics of delivered food met expectations, 28 percent mentioned that the temperature of food delivered could be improved upon.
“Delivery has made significant strides in the consumers’ lives – from pizza and Chinese to any menu item that the consumer wishes. Moreover, third-party delivery has opened up access to ‘undeliverable’ restaurants such as food trucks and local independent restaurants. Consumers are spoilt for choice and have raised their expectations from delivery,” she adds.
Discovery: The Adventurous Consumer
Kerry also found that while almost 80 percent of delivery orders are for typical menu items, with consumers also indicating that 20 percent of orders were new menu items they had never tried before.
This finding echoes the top trend for 2019 from Innova Market Insights: Discovery: The Adventurous Consumer, which denotes a consumer who is happy to move out of its comfort zone and discover new experiences. Restaurants are increasingly “wooing” consumers with unique and on-trend menu items, the study notes.
Delivery adoption is certainly more prevalent among the younger consumers, with more millennials, generation Z and younger generation X consumers opting for delivery than baby boomers. The study notes that 67 percent of 18 to 21-year-old consumers ordered delivery digitally, compared to 45 percent of 54 to 64-year-olds.
“Gen Z is the most digitally-connected generation yet, and they have grown accustomed to the convenience of getting anything they need within just a click or two. As delivery technology increases, Gen Z and future generations will be early adopters and grow accustomed to solutions that add additional convenience to their lives,” Elissa Rempfer, Senior Manager of Market Research & Consumer Insights – Foodservice, Kerry, tells.
However, the study predicts that despite a lower share of total delivery orders, baby boomers are a significant opportunity, controlling 70 percent of the disposable income in the US.
Race against the clock
To meet rising consumer quality demands, it must be ensured that the order is placed, prepared and delivered in under 40 minutes. This further stresses the importance of back-of-house efficiencies, supplier partnership and packaging innovation, the study notes.
Moreover, as consumers start to order more than five meals a month, their tolerance for waiting reduces. In a recent time-use study, consumers spent more time eating and drinking (71 minutes per day) and less time preparing food and cleaning up (36 minutes per day).
Packaging innovations can speed this process along, since “packaging innovations will continue to evolve as consumers expect the same ‘restaurant’ quality, if not better, delivered to their doorstep. Packaging must perform, as consumers want meals to arrive fresh, hot and safe when ordering delivery,” Rempfer tells.
“In addition to keeping the correct temperature and crispness of the food, the packaging materials are also important. Consumers’ interest in recycling and composting continues to grow, and we expect to see innovative packaging reflect those trends,” she adds.
The study notes some crucial areas to explore for delivery in the future: Delivery only menu items, nutritional, clean label focus, hot and cold specialty beverage delivery, breaded and fried appetizers that stayed crispier and warmer for longer, delivery specials for lunch, breakfast and late night snacks.
“Delivery has opened up the opportunity for restaurants to renew consumer engagement beyond conventional occasions, into breakfast, lunch and snacking,” Nair concludes. “Our research focused on unravelling various quality perceptions and the ideal delivery menu across dayparts and occasions.”
