Study on Using Mobile for Ordering
A recent study by Ipsos, in partnership with Nation’s Restaurant News, shows that mobile for ordering food is becoming increasingly popular among foodservice customers. Seven out of 10 quick-service restaurant (QSR) customers aged 18-54 have used mobile order-ahead features in the past month. Even older customers are joining the trend, with 43% of those aged 55-75 using a restaurant’s app to order ahead.
The study analyzed data from 1,752 QSR app users aged 18-75 across 26 limited-service brands. The goal was to understand what makes customers more likely to use mobile ordering again. To identify areas where restaurants are succeeding or need improvement in this growing channel.
The restaurants in the study were divided into three categories:
- Burgers and Chicken (e.g., McDonald’s, Chick-fil-A, KFC, Wendy’s)
- Coffee (e.g., Starbucks, Dunkin’, Dutch Bros)
- Other (e.g., Chipotle, Domino’s, Panda Express)
Mobile ordering is most popular among men under 35, with 90% of 18-24-year-olds using the feature. The main reasons people use mobile ordering are to save time, access exclusive app promotions, customize their orders, and easily reorder favorite items. In short, customization and convenience are the biggest drivers.
However, while convenience is a top priority—two-thirds of customers prefer curbside pickup or drive-thru without leaving their car—personalized service still matters. About 37% of people prefer interacting with a person, while 36% prefer digital interactions but still want the option to talk to someone if needed. This difference might be due to generational preferences. Younger customers tend to value convenience and seamless digital experiences, while older customers may place more importance on personal connections with brands.
Despite these differences, mobile ordering is here to stay. Four out of five app users plan to use order-ahead features again in the next few months. The only reasons they wouldn’t are if it doesn’t save them time (e.g., long wait times) or if their order is incorrect.
To keep customers coming back, restaurants need to offer exclusive deals, let customers skip lines, and make reordering easy. Unfortunately, many restaurants scored low in these areas. As the study highlights, apps need to provide real value, like rewards or special treatment, to justify taking up space on a customer’s phone.
This is the first part of NRN’s coverage of the Ipsos study. Next, we’ll explore how top-performing brands are winning over mobile ordering users and what others can learn from them.
(Source: Ipsos and Nation’s Restaurant News)
