The digital dining landscape is rapidly changing, with recent research revealing that nearly three-quarters (74%) of UK consumers rely on apps or websites for one to two on-the-go meals or beverages each week. This insightful study, conducted by global technology transformation specialist CI&T, highlights how crucial the digital experience is in shaping consumer perceptions of food and drink brands, particularly those in the quick service restaurant (QSR) sector, such as Domino’s.
Digital Experiences Reflect Brand Quality
The research surveyed 2,000 UK consumers, uncovering that 82% believe a brand’s digital experience serves as a key indicator of its overall quality. A staggering 93% agree that top brands typically offer either a well-designed app or website. This connection between digital platforms and brand perception emphasizes the importance of investing in seamless digital experiences.
Consumers are increasingly intolerant of poor digital interactions. Approximately 25% of respondents admitted to cancelling or abandoning an order due to a frustrating experience with a brand’s digital interface. This statistic reveals an urgent need for brands to prioritise user-friendly digital platforms, ensuring customer satisfaction remains high.
Convenience: The Driving Force for Consumers
Convenience reigns supreme in the decision-making process for consumers, particularly when it comes to food and beverages. Nearly 63% of UK consumers affirm that using an app simplifies the process of exploring menu options and selecting what to order. Moreover, 42% noted that apps expedite the overall ordering process, facilitated by smoother payment systems (53%), more effective loyalty programmes (42%), and easier customisation of orders (39%).
Despite the evident advantages of direct ordering, many brands are falling short in delivering robust digital experiences. When it comes to takeaway orders, 56% of consumers prefer third-party platforms such as UberEats, Deliveroo, and JustEat, using smartphones or laptops, while only 36% order directly from a restaurant’s app or website. Speed from the moment of ordering to delivery is the primary factor influencing consumers’ preference for third-party services, cited by 55% of respondents.
Capitalising on Customer Loyalty and Trust
Brands have a significant opportunity to convert loyal customers by enhancing their digital offerings. An impressive 62% of consumers expressed a preference for ordering food or beverages directly from brands if their apps and websites provide a positive experience. Furthermore, 82% of respondents trust brands to deliver value through cost-saving deals, particularly those that bundle items together.
Expert Insight
Melissa Minkow, Director of Retail Strategy at CI&T, shared her insights on the findings, stating, “In the food and beverage sector, taste is not the sole consideration. Today, convenience often dictates consumer choices. Our research indicates that most UK consumers perceive a brand’s digital channels as a reflection of its overall quality. First-party apps can truly shine in this respect, offering valuable ease to customers when choosing their meals.”
She further emphasised, “Nonetheless, brands may jeopardise their position to third-party platforms that are distinguished for their expedited delivery services.” There is a crucial opportunity for brands to maximise customer loyalty by improving their digital offerings, this should be their primary focus to attract and retain customers.
Conclusion
As consumer expectations continue to evolve in the digital age, food and beverage brands must adapt by prioritising exceptional digital experiences. By enhancing their app and website functionality, brands can forge stronger relationships with their customers, leading to increased satisfaction and loyalty in a competitive market.