Operations

Mobile orders on rise, long pickup wait times lead to frustration

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February 24, 2022

Mobile orders continue to rise and customers generally approve of restaurants' apps but longer wait times for mobile pickups and orders not ready at pickup are eliciting frustration, and nearly half of customers are likely to delete a restaurant app if the food arrives cold. Those are top findings in Bluedot's State of What Feeds Us report, according to a press release.

The research was based on a survey of 1,635 American consumers.

In a survey first, the study found the majority of consumers are willing to overlook privacy concerns if it means better service. Three in four consumers indicated they would share their mobile location if it ensured their order would be ready upon arrival.

Gratuity habits were found to be inconsistent across channels, but 80% of consumers tip on third-party apps. One in three consumers fell pressured to tip if a tablet is used at the restaurant counter.

"As we turn the corner on the pandemic, mobile app usage continues to soar, and the center of gravity is returning to the customer. Restaurant brands will begin to ease their focus on operational strategy in favor of initiatives that provide fast and seamless mobile pickup," Judy Chan, Bluedot CMO, said in the release. "Across six studies, consumer demand for convenience has stood out as a key theme. In the coming year and beyond, we'll see restaurant brands aggressively invest in digital strategies both in-store and off-premise to improve speed and ease of use and that includes the arrival experience. Delivering that level of convenience will win brand loyalty."

Highlights from the study include:

• Nine in 10 consumers have visited a drive-thru in the last month, remaining consistently 10 points higher than at the start of the pandemic in April 2020.
• Consumers ranked mobile app ordering (58%) as the number one aspect of the fast-food experience that has improved since COVID-19 followed by curbside (44%), web ordering (29%), drive-thru (25%), offers and promotions (21%), and in-store pickup (20%).
• Of the consumers who expressed safety concerns associated with COVID-19, 52% turned to mobile or online ordering to minimize contact.
• Consumers aren't becoming more patient. Four to seven cars in a drive-thru is still considered too long to wait according to 90% of consumers compared to 88% in April 2020.
• Consumers are just as likely to leave or consider leaving a long line. The majority of consumers (76%) will either leave or consider leaving if they see a long line.
• Nearly one in two will download a restaurant app to bypass a long line. Top reasons consumers download restaurant apps: fast and easy to order food (52%), earn and track loyalty points (49%), exclusive deals or coupons (48%), to bypass a long line (47%), ease of payment (42%).
• Consumers want more from menu boards. Top features consumers would like to see in their drive-thru menu board include: shows current order on the screen (55%), highlights deals (51%), view loyalty points and/or personalized deals (36%), and highlights limited-time items (34%).
• Tipping is inconsistent. 33% tip equally regardless of whether they're ordering via app, web, or in-person. 30% tip more when ordering in person, while only 11% tip more when placing a mobile or web order. 26% aren't inclined to tip at all.
• Nearly half of consumers aren't tipping for mobile and web orders and 46% don't tip for mobile or web orders. Of the 46% who don't tip, 27% think about tipping but still don't tip.