CONSUMER MINDSET EXPERTISE

Understanding your customers is key, especially in the current market as delivery is now taking more of a lead when it comes to consumers dining choices. But how can you as operators ensure your delivery offerings not only run successfully, but stand out and truly delight customers?

THE EMOTIONAL STATE

Working alongside global consumer research specialists; Catalyx, McCain discovered that customers experience a heightened state of emotion while waiting for a food delivery.

Tracking technology, whilst brilliant, has also boosted this emotionally fuelled period of anticipation. The result can mean heightened feelings of joy or disappointment once their meal arrives.

Therefore, it is essential that customers are pleased with the contents of their meal and delivery service!

Though this may seem like a challenge for delivery operators, it actually brings a great opportunity; operators have the chance to capitalise on consumers high emotion rates by serving high quality, delivery friendly, delicious food that may in-turn result in positive reviews and feedback.

Nearly 50% of consumers are ordering from the same restaurants that they have dined in, most likely due to trust in the restaurant and a good dine in experience.

Did you know, what matters to consumers when choosing delivery restaurant?

Food tastes just as good as when dining in	45%
Orders are accurate	44%
Food tastes just as fresh as when dining in	38%
The restaurant/foodservice establishment is in a convenient location	36%

Secondary dimension for consumer's choice:

Having specific desired cuisine
Catering for different dietary requirements
Having a wide variety and ability to customise
Post COVID: Having minimal contact and safe ordering/receipt options

Discover the 4 delivery truths!

Based on an extensive, global research McCain has outlined the most important facts, you need to consider to make your consumers happy and return with delivery orders.

First impression matters!
If order arrives spilled out in broken packaging, your food will not make a good first impression. Using high quality, functional packaging designed to separate different menu elements is also the key.
Fries tell the quality
Fries are often the first item ‘stolen’ from the delivery bag. It can set the expectation for the rest of the meal. Don’t disappoint with soggy fries.

Consumers reasons for not ordering fries in delivery
Not crispy when the order arrives	32%
Not hot when the order arrives	29%

Choose designed for delivery
As your customer’s expectations for delivery food increase, its vital you use good quality ingredients and products that have been designed to perform brilliantly, even in delivery.

Quality over quantity
Make sure your portion sizes are right for your customer base. Research from the Happiness Index* revealed size does not compensate for quality. Customers would rather have a well portion side of crispy hot fries vs. a larger portion of bad fries.

MEET CONSUMER EXPECTATIONS

Ask yourself what is most important for your consumer when ordering takeout & delivery. McCain has conducted a research to find out for you:

Importance of attributes in take out		Importance of attributes in delivery
Taste of food	79%	Taste of food	79%
Temperature of food	75%	Portions	76%
Portions	74%	Temperature of food	76%
Appearance of food	73%	Appearance of food	75%
Menu prices	72%	Menu prices	74%
Overall cost	71%	Overall cost	74%