MAY 5, 2022 – SANTA MONICA, CA – Today, eduMe, a mobile-based training platform for the deskless workforce, released findings from a recent survey aimed at discovering consumer habits and expectations as the food delivery market experiences record breaking growth, more than doubling pre-pandemic numbers. The new data reveals how the COVID-19 pandemic has made U.S. consumers more dependent on food delivery and outlines expectations for food delivery experiences, whether it’s prepared food from a restaurant, a quick service restaurant (QSR) or grocery delivery.
The pandemic has caused a massive shift in how consumers are purchasing food. Survey results show 60% of U.S. consumers are spending more money now on food delivery per month than they did prior to the pandemic – nearly one in four (22%) are spending on average between $50-99 more per month and more than one in 10 (11%) are spending $100-149 more per month.
For many consumers, food delivery services have become part of their lifestyle. Food delivery is no longer considered a luxury, but an essential for living:
- 45% stated they are now dependent on food delivery for themselves or their household
- Four in 10 Americans are ordering food for delivery at least once a month
- More than one in 10 (13%) order food for delivery between two to six times a week
Restaurants are driving a large portion of revenue for the on-demand food delivery industry, as nearly one in four (22%) are spending on average at least $100 a month on food delivery from restaurants (i.e., either directly from them or through a third-party delivery company).
“With an increased demand for these types of food delivery services comes the need for more workers,” said eduMe Founder & CEO, Jacob Waern. “Companies need to work quickly to onboard, train and upskill their workforce as the industry is projected to employ more than 50% of the U.S. workforce by 2027.”
The 2022 consumer blames both the delivery worker and the business for incorrect orders.
Since 2021, 63% of U.S. consumers have experienced at least one incorrect food delivery order. The survey suggests when an order is incorrect, late or has missing items, 27% of consumers will blame the delivery worker and another 66% will blame the business the food items came from. Findings include:
- One in four have called the business directly to share their poor experience
- Almost two in 10 (19%) have told friends and family not to use the food delivery service
- Nearly one in four (24%) have requested a refund
- 17% posted a negative review of the business on a review site
- Nearly one in four (24%) decided not to order using the food delivery service again
- 20% would not order from the specific business again
“As demand increases in this space, customer satisfaction and loyalty will live and die with the experiences provided by restaurant and food delivery workers. It’s imperative for employers to understand this change in expectations, and, in turn, equip their workers with everything they need to provide a positive experience for the customer,” said Waern. “We’ve learned that a negative experience can directly impact the bottom line, so providing resources and an environment that fosters worker retention can only be beneficial to all parties involved.
Consumer loyalty is lacking: 20% of Americans used at least four food delivery services per month
While 62% of U.S. consumers are using between one to two food delivery services monthly, another 20% are using at least four. Survey data suggests the reason people might use multiple services is due to a poor food delivery experience. Reasons people ask for a refund, complain to customer service or reduce a tip include:
- 57% said it was because items were delivered in poor condition
- 34% noted it was due to damaged packaging
- 31% said the delivery driver had a poor attitude
- Nearly one in four (23%) noted there was poor communication from the delivery worker
Although food delivery services were a saving grace through the pandemic for customers and restaurants, customers are expecting more from delivery workers and restaurants as the country returns to normal. 58% are only willing to wait up to 20 minutes after their estimated arrival time before contacting customer service or asking for a refund, and more than one in 10 (12%) would not wait a minute later than the estimated arrival time.
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1,243 U.S. adults, of whom 801 have ordered food for delivery since 2021. These numbers reflect the 801 pool of consumers. Fieldwork was undertaken between April 7-8, 2022. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
eduMe is a mobile-based training platform for the deskless workforce, used by modern companies in more than 60 countries worldwide. By providing their dispersed workforce with seamless access to relevant knowledge, companies like Uber, Gopuff, Gorillas, Marriott and Vodafone are boosting retention, engagement and productivity. eduMe is headquartered in London, UK with an office in Santa Monica, USA. Visit us at www.edume.com to learn more.