04.2020 Office Talk
Analysis of consumption of catering delivery services.
Tianxia innovation college /
Don't want to go out? Move your fingers and call for delivery, and the delicious food will come to you automatically! However, when there are more deliveryman in the restaurant than in the restaurant, and when consumers are used to eating at home without entering the restaurant, how will this business ecosystem develop? Let's take a look at the investigation report of go Navy!
In the past half a year, the food motorcycles running all over the street can be described as a new landscape on the street. The territory of food motorcycles continues to expand, and the "new food power" that can taste food without going out is rising rapidly! How strong is the charm of food delivery? What are the important elements that attract the masses of consumers?
Go supply will grasp the upsurge of sending out, interpret the new forms of consumption and new demands of diet for each generation, and take you to master the new trend of smart lazy people.
Good food to send out! Continuous warming of utilization rate of each generation
According to the survey, 47% of the people have used food and beverage delivery, of which more than half of the young generation (20 / 30 generation) has used it; the mature generation (40 / 50 generation) is closely behind, until this year nearly 4%.
As a whole, the utilization rate of food and beverage delivery has grown rapidly, from 34% in the second half of 2018 to 47% in the first half of 2019, with a growth rate of 13%, and the utilization rate of food and beverage delivery has grown in all ethnic groups, with a range of 4% - 20%. Among them, the growth of the 20th generation is the strongest.
The young generation relies on food and beverage delivery, and the frequency of use is increasing
In terms of the frequency of food and beverage delivery, the average number of consumption per week by the public is 1.6 times, of which the number of consumption per week by the young generation (20 / 30) is nearly 2 times; compared with the second half of 2018, the number of consumption increases by 3%, and the growth rate of generation 20 is the highest (10%), indicating that young consumers increasingly rely on food and beverage delivery services.
In terms of the consumption amount of food and beverage delivery, the average consumption amount per week reached NT $971, among which the amount of young generation (20 / 30) was the highest, and the consumption strength could not be underestimated.
Foodpanda, Uber eats, favored by generations
Now that you know the average consumption frequency and amount of food delivered by each generation, let's see what platforms the people mainly use. Most people prefer to use two well-known foreign platforms: foodpanda and Uber eats, especially the 20 / 30 generation of consumers.
Food panda and Uber eats have launched new services, such as "fresh / daily necessities delivery" and "member subscription system" In order to ensure the leading utilization rate, the two foreign platforms account for the majority of the utilization rate in Taiwan's catering delivery market. (Note: Hong stbee has suspended all operations in Taiwan on June 29, 2019)
"Pizza" is the first choice for free dining
We talked about the frequency and main platforms of food delivery in different generations. Now let's look at the main projects of food delivery. Do you know which types of food and beverage are the people's priority? According to the go serve survey, the top three types of food delivered were "pizza (65%)," Chinese food (38%) "and" beverage dessert (30%). From the perspective of generations, the mature generation prefers to order pizza, which has a long history in delivery, while the younger generation prefers Japanese and Korean cuisine.
In addition, in the "online focus forum" of go supply, we talked about the factors that affect the types of meals consumers choose to use the delivery service. Due to the limitations of the delivery service, most users will give priority to the meals that are suitable for delivery. For example, whether they usually like Japanese raw food, French fine chef's food or Chinese stew soup, when consumers order out, they tend to eat and are not easily affected by distribution factors, such as Chinese lunch boxes or American fast food fried products. Experienced delivery users are more likely to choose the type of food suitable for delivery due to their sufficient experience, avoiding items that are easy to overturn or that affect the appearance of the food during the delivery process.
Don't want to go out, bad weather, don't want to cook
The top three reasons for smart lazy people's consumption power fermentation to drive consumers to use the delivery service are: "rest at home and don't want to go out (59%)," bad weather (45%) "and" don't want to cook by yourself (43%). Among them, the 20th generation pays special attention to rest time, does not like going out and enjoying the house life; the 30th generation pursues special and distinctive eating habits in addition to not wanting to go out and weather factors; the 40th generation will call for delivery because they do not want to cook.
With the increasing popularity of delivery service, people are more familiar with and love to use this service. Food delivery seems to have become an indispensable role in modern people's daily life in the pursuit of unique and convenient food.
The rate of re purchase is over 80%, and the prospect of business opportunities for delivery is promising
In terms of the buyback rate, 81% of the people said that they may or will use the outbound platform again in the future. Among them, the buyback rate of generation 20 / 30 is more than 86%, ranking first among all generations; generation 50 also has a buyback rate of 68%. The survey results show that new food delivery force is rising, and convenient food business opportunities are ready to develop!
Why are people willing to use the outbound platform again? It's mainly because of "saving time and not having to go there in person (57%)," no need to go out to eat food (52%) "and" more discounts / price concessions / promotions / discount coupons (48%) ". Among them, 40 generations are willing to buy again and enjoy the honor experience of" no need to go out to eat food (55%) ".
Based on the above analysis, it is time-saving and convenient to enjoy delicious food at home, which is the main reason to attract generations to buy again. In the future, relevant platform operators can also match with preferential policies to consolidate existing customers and attract new customers to taste and use.
Demand, freight, existing habits -- affecting consumers' willingness to buy again
As for the reasons why the outbound platform is no longer used, the order is: "no need (35%)," freight is too expensive / no free shipping discount (31%), "habit of buying and enjoying food in the physical channel (29%)", and "doubts about food safety and Health (27%)", which shows that "demand" and "Freight" are the main factors that consumers no longer buy back.
For example, the main factors of the 20th generation are "safety and health", the 30th generation is "food price", and the 50th generation will not use food delivery service because of "past eating habits".
It is suggested that in the future, the outbound platform should consider increasing promotion, creating demand, strengthening food safety, and providing free shipping discounts in time, so as to enhance the repurchase intention.
Based on the above survey results, we can find that it has become a new lifestyle to save time and convenience and enjoy delicious food at home. Among them, the young generation (20 / 30) is the pioneer of using the food delivery service. They are more willing to try a variety of food types and pursue a variety of needs, but also pay attention to health, safety and reasonable prices. In the future, the delivery platform operators can provide a more diverse type of food, a safer and reliable food quality, and pay more attention to the price concessions, so as to strengthen the pioneers of food delivery Loyalty.
At present, the mature generation (40 / 50) mostly stop at the past eating habits, and most of them tend to the more common "pizza" as a delivery item. Although it is a gradual user of delivering food, the proportion of people willing to continue to use it after the first attempt at the delivery platform is also high, especially enjoying the honor experience of food without going out, and responding to the preferential activities very well. In the future, it will go abroad The platform operators can cooperate with preferential schemes to promote the mature generation to try new food styles.
* survey notes: the "survey of catering outbound consumption" is a two wave online survey conducted by go supply market research consultant on the go supply platform from July 19 to August 12, 2019 (h1y19) and February 14 to April 9, 2019 (h2y18). A total of 8794 samples of 3148 (h1y19) and 5646 (h2y18) were collected from the two regions. The interviewees were happy go friends aged 18-59.
In the past half a year, the food motorcycles running all over the street can be described as a new landscape on the street. The territory of food motorcycles continues to expand, and the "new food power" that can taste food without going out is rising rapidly! How strong is the charm of food delivery? What are the important elements that attract the masses of consumers?
Go supply will grasp the upsurge of sending out, interpret the new forms of consumption and new demands of diet for each generation, and take you to master the new trend of smart lazy people.
Good food to send out! Continuous warming of utilization rate of each generation
According to the survey, 47% of the people have used food and beverage delivery, of which more than half of the young generation (20 / 30 generation) has used it; the mature generation (40 / 50 generation) is closely behind, until this year nearly 4%.
The young generation relies on food and beverage delivery, and the frequency of use is increasing
In terms of the frequency of food and beverage delivery, the average number of consumption per week by the public is 1.6 times, of which the number of consumption per week by the young generation (20 / 30) is nearly 2 times; compared with the second half of 2018, the number of consumption increases by 3%, and the growth rate of generation 20 is the highest (10%), indicating that young consumers increasingly rely on food and beverage delivery services.
Foodpanda, Uber eats, favored by generations
Now that you know the average consumption frequency and amount of food delivered by each generation, let's see what platforms the people mainly use. Most people prefer to use two well-known foreign platforms: foodpanda and Uber eats, especially the 20 / 30 generation of consumers.
"Pizza" is the first choice for free dining
We talked about the frequency and main platforms of food delivery in different generations. Now let's look at the main projects of food delivery. Do you know which types of food and beverage are the people's priority? According to the go serve survey, the top three types of food delivered were "pizza (65%)," Chinese food (38%) "and" beverage dessert (30%). From the perspective of generations, the mature generation prefers to order pizza, which has a long history in delivery, while the younger generation prefers Japanese and Korean cuisine.
Don't want to go out, bad weather, don't want to cook
The top three reasons for smart lazy people's consumption power fermentation to drive consumers to use the delivery service are: "rest at home and don't want to go out (59%)," bad weather (45%) "and" don't want to cook by yourself (43%). Among them, the 20th generation pays special attention to rest time, does not like going out and enjoying the house life; the 30th generation pursues special and distinctive eating habits in addition to not wanting to go out and weather factors; the 40th generation will call for delivery because they do not want to cook.
The rate of re purchase is over 80%, and the prospect of business opportunities for delivery is promising
In terms of the buyback rate, 81% of the people said that they may or will use the outbound platform again in the future. Among them, the buyback rate of generation 20 / 30 is more than 86%, ranking first among all generations; generation 50 also has a buyback rate of 68%. The survey results show that new food delivery force is rising, and convenient food business opportunities are ready to develop!
Based on the above analysis, it is time-saving and convenient to enjoy delicious food at home, which is the main reason to attract generations to buy again. In the future, relevant platform operators can also match with preferential policies to consolidate existing customers and attract new customers to taste and use.
Demand, freight, existing habits -- affecting consumers' willingness to buy again
As for the reasons why the outbound platform is no longer used, the order is: "no need (35%)," freight is too expensive / no free shipping discount (31%), "habit of buying and enjoying food in the physical channel (29%)", and "doubts about food safety and Health (27%)", which shows that "demand" and "Freight" are the main factors that consumers no longer buy back.
It is suggested that in the future, the outbound platform should consider increasing promotion, creating demand, strengthening food safety, and providing free shipping discounts in time, so as to enhance the repurchase intention.
Based on the above survey results, we can find that it has become a new lifestyle to save time and convenience and enjoy delicious food at home. Among them, the young generation (20 / 30) is the pioneer of using the food delivery service. They are more willing to try a variety of food types and pursue a variety of needs, but also pay attention to health, safety and reasonable prices. In the future, the delivery platform operators can provide a more diverse type of food, a safer and reliable food quality, and pay more attention to the price concessions, so as to strengthen the pioneers of food delivery Loyalty.
At present, the mature generation (40 / 50) mostly stop at the past eating habits, and most of them tend to the more common "pizza" as a delivery item. Although it is a gradual user of delivering food, the proportion of people willing to continue to use it after the first attempt at the delivery platform is also high, especially enjoying the honor experience of food without going out, and responding to the preferential activities very well. In the future, it will go abroad The platform operators can cooperate with preferential schemes to promote the mature generation to try new food styles.
* survey notes: the "survey of catering outbound consumption" is a two wave online survey conducted by go supply market research consultant on the go supply platform from July 19 to August 12, 2019 (h1y19) and February 14 to April 9, 2019 (h2y18). A total of 8794 samples of 3148 (h1y19) and 5646 (h2y18) were collected from the two regions. The interviewees were happy go friends aged 18-59.
