Archana G
The way consumers make online food orders has dramatically changed. Years ago, delivery aggregators dominated this market but now, most consumers use the app of a restaurant directly for several reasons including ease of use, price transparency, speed and loyalty programs. As more and more customers realise that where they order from, and how restaurants benefit from that choice is important, direct restaurant ordering is coming up as a mutual win.
Recent research shows that 71% of consumers now prefer restaurant-specific websites or mobile apps over third-party delivery solutions, solidifying the fast-growing shift toward direct ordering.
Problems With Food Delivery Aggregators
The convenience of using aggregator apps is offset by having to deal with cluttered layouts, varying pricing and increased wait times during peak order times.
- Why Direct Restaurant Apps Offer Better Convenience
Through digital menus, a growing number of customers prefer to use a restaurant’s own app for direct ordering. This process allows diners to know that their orders are processed exactly where they are intended to go, allowing for a seamless experience of receiving their food in the fastest and most efficient way possible.
- Personalized Ordering Made Easy on Restaurant Apps
Customers prefer ordering from restaurant mobile app for a number of reasons. The dominant reason being the personalization of the ordering experience. When a customer interacts with a dedicated restaurant app, they experience the complete essence of that restaurant reflected in its layout, menu, signature items, colours, and overall vibe. Through consistent branding, the restaurant app creates familiarity and comfort for its users.
- Lower Prices & Exclusive Deals on Restaurant Mobile Apps
Restaurants can send direct offers, incentivise loyal customers and send relevant information without needing to tackle aggregator notifications or irrelevant promotions.
The price point is quickly noticeable with third-party aggregator sites. Often, the price point on restaurant aggregator sites is higher because of high commission rates associated with those sites. Customers who opt for ordering directly from restaurants are finding it more transparent and fair to make their decision based on pricing. Most direct restaurant mobile app choices offer:
- Menu prices lower than the aggregator price point
- Reduction in the inflated charges associated with third-party delivery services
- Exclusive deals that are only available on the app
- Loyalty points and cash back
- Combo offers curated by the restaurant.
As a result, ordering directly from a restaurant is a better and less expensive choice than ordering from a third-party aggregator.
Faster & More Accurate Orders Through Direct Apps
An aggregator online food ordering app handles orders for hundreds of restaurants at the same time. Therefore, during peak hours there are delays or miscommunications with the aggregator and correct orders may not be sent or the order itself is delayed from the original order placed by the customer. On the other hand, direct orders enhance:
- Order Accuracy
- Real-Time Updates
- Ability to Customize Orders
- Estimated Delivery Times
- Faster Problem Resolutions
- Direct Ordering Apps Provide More Transparency & Trust
One area where consumers are very interested in having as much transparency as possible is with delivery charges, how their food is being prepared and at what facility, etc. Because the experience through aggregator platforms is often so unpredictable because of:
- Surge Pricing
- Higher Commission Rates
- Unknown Delivery Partner
- Limited Control Over Food Handling
Therefore, customers use direct online ordering applications for a restaurant as they have a much better ability to develop their own reliability. Customers can be sure of who that brand is, who is handling their food, how it is handled, and what they are paying for. Customers also find it comfortable dealing with the restaurant directly, particularly if they have questions regarding ingredients, allergens, portions, or how their food is cooked.
- Restaurant Apps Strengthen Customer Brand Relationships
When customers use an aggregator to place their orders, they primarily deal with the aggregator platform. In other words, the restaurant’s brand identity is lost amongst so many other restaurants listed on an aggregator platform. Creating individual apps allows customers to maintain a direct connection to the restaurant and impacts customer ordering behavior significantly. With these apps, a customer experiences a better interface, a more immersive ordering process, real-time updates, etc.
- Restaurant Apps Remove Ordering Clutter & Distractions
There are many options in terms of food delivery sites available for the consumers, which can overwhelm people when deciding what food to order. In addition to many options, when searching for that one restaurant, customers often have to scroll through dozens of other restaurants, advertisements, banners, and pop-ups. All these noises can interfere with your ordering process. An independent online food app removes this clutter by providing the user with:
- An area that focuses on one type of service
- Organized menu categories
- Improved visibility of new product launches
- A more relaxed experience without the distractions and interruptions that are there on aggregator platforms.
The simplicity that is provided by such a site makes it easy for customers to make a quick decision. It also allows restaurants to highlight their best sellers, signature dishes, and new products without competing for customers’ attention against many other restaurants.
Why Direct Restaurant Ordering Is the Future of Food Delivery
This trend of creating individual restaurant mobile apps will continue to grow as customer ordering behavior becomes increasingly technologically savvy. Customers who use their mobile devices to place orders from restaurants will be the most successful in the long-run. By investing in restaurant mobile apps, they can:
- Keep their prices consistent for all customers
- Build deeper relationships with their customers
- Provide consumers with a better user experience
- Increase repeat purchases
- Maintain better brand integrity
Customers are already aware of these benefits, which is why many people that order food online are selecting the easiest course of action, which is a win-win for all parties involved.
Your App, Your Advantage
Customers prefer ordering directly from restaurants because they want to use an option that works best for them. By ordering directly from the restaurant, customers enjoy a quicker, more personalized, more transparent and a more rewarding experience. Restaurants that invest in developing a restaurant-branded mobile app that provides additional engagement create a bond with their customers that is not created by aggregator apps.
As customer expectations evolve over time, restaurants that provide seamless and brand-driven direct customer ordering will differentiate themselves in the future. Customers will continue to choose options that offer convenience, clarity and significant rewards. Ready to launch your own branded restaurant app? Build it fast and affordably with Elite mCommerce start owning your orders, customers, and profits today.
