Analysis of catering delivery

        Under the catalysis of the epidemic, "stay at home economy" has accelerated its warming, which has not only impacted all industries, but also had a deep impact on the catering industry. "Catering delivery" has become a popular consumer choice. How will it be laid out in the future? And let go survey analyze the new pulse of catering delivery for you.

        Insight 1: change of eating habits -- there is more room for growth in afternoon tea and snack time

                According to the survey of go survey, 61% of the people have used catering delivery services, which is 1% higher than that in 2020; On the other hand, the proportion of self cooking / eating out / taking out decreased by 1 ~ 2% compared with 2020. From the perspective of all generations, the proportion of delivery services used by the 20th generation exceeded 70%, and continued to increase. This delivery boom also extended to the mature generation (generation 40 / 50), an increase of 1 ~ 2% compared with the past, indicating that scientific and technological progress and epidemic catalysis have gradually changed people's eating habits.

        In addition, the survey found that Chinese food and dinner are the most frequently ordered delivery time, but the demand for afternoon tea and late night snack also account for 20% respectively. Among them, the late night snack is 3% higher than that in 2020. It can be seen that the dim sum and late night snack market outside dinner has a large growth space! Regardless of platform or business, you can think about planning relevant supporting facilities and grab the consumption cake outside the dinner.

                Insight 2 "fast economy" fermentation -- the key to meal preparation efficiency and delivery speed

        The busy life of modern people drives the continuous growth of the "fast economy". The phenomenon of focusing on speed is reflected not only in the consumption of online shopping e-commerce, but also in the waiting for catering delivery. When people use in restaurants, they are willing to wait an average of 16.7 minutes, while ordering catering delivery is only willing to wait an additional 8 minutes (24.8 minutes). It can be seen that "arrival speed" is an important factor that consumers care about.

                Insight 3 delivery boom extends to mature customers -- differentiated goods and services can consolidate the market

        In terms of repurchase rate, 93% of the people said that they may or will use the catering delivery platform again in the future, an increase of 4% compared with 2019. Among them, the repurchase rate of 50 + mature generations increased explosively by 20%, the highest increase for all generations.

        Why are people willing to use the catering delivery platform again? According to the survey of go survey, "you can eat delicious food without going out" (49%), "you don't want to queue up and don't need to pick up food in person (42%)", followed by "multiple settlement methods (36%) and" low freight free / freight free threshold (35%) ". From the perspective of each generation, the younger generation (generation 20 / 30) buy back again because of "habit of buying on this platform" and "good own experience", especially the "historical order recording function" is very convenient for generation 20; Generation 40 is easily attracted by "full amount / times discount", while generation 50 + is willing to buy back because of the attraction of distribution related services such as "perfect packaging", "meal quality / hygiene", "platform security" and "on-time delivery / call notification".

        Based on the above analysis, being able to enjoy delicious food at home is the main reason for re purchase. Combined with multiple checkout methods and freight subsidies, it will increase customer adhesion. The acceptance of catering delivery by generations is gradually stable, and it is necessary to move towards differentiated goods and services to consolidate the market.

                "Insight 4" needs to be upgraded again -- restaurant cuisine, scenic spot gift shop and Michelin restaurant become the first choice

        As the catering delivery market is gradually becoming mature and stable, and people's ordering behavior has gradually become a habit, how should catering delivery platforms and businesses layout in the future? The top three types of businesses that consumers expect to order on the delivery platform are "restaurant cuisine (47%)," scenic spot gift shop (36%) and "Michelin restaurant (31%).

        Looking at the merchants who look forward to the delivery platform in the future, there are also some slight differences among different ages. For example, the proportion of "clothing stores" expected by the 20th generation is significantly higher, the proportion of "hardware stores" and "footwear merchants" in the 30th generation is slightly higher than the whole, and the "Michelin restaurant" in the 40th generation. As for "scenic spot gift shop" and "restaurant cuisine", they are the merchants expected by the 50th + generation.

        It can be seen that for consumers, delivery ordering is not only to solve the three meals, but also pay attention to the sense of ceremony and high-quality food. They hope to enjoy the catering of restaurants, department stores and well-known Michelin. Therefore, how to meet the escalating consumer demand has become an important topic for the industry in the next step.

                Based on the above four insights, it is not difficult to find that the use of catering delivery has gradually become a new lifestyle of modern people and will continue to be deeply rooted in daily life. How to break through the existing frame limit and create new operation thinking to improve commodity quality and deepen service adhesion has become a key opportunity point in the future.

        * survey description: the "catering delivery consumption survey" is an online survey conducted by the market research consultant on the go query platform from December 28, 2021 to January 24, 2022. A total of 4784 samples were collected. The respondents were happy go cardholder aged 18 to 70.

        * go survey official website: https://www.gosurvey.com.tw/web/index/index.jsp

        #