STUDY: Online Ordering, Off-Premises Dining is Here to Stay

Almost all -- 92% -- of vaccinated restaurant customers plan to continue to use online ordering even after the pandemic subsides, according to the latest report from Paytronix Systems Inc. “Delivering on Restaurant Rewards” finds only the 8 percent planning of vaccinated restaurant customers plan to return to dining on-site as they did before. Mobile order-ahead, curbside pickup and delivery that gained traction during the pandemic are here to stay.

The Return to On-Premise Dining

When Paytronix examined sales through February and March, as vaccinated people started returning to on-premises dining, it found that online sales increased along with in-store sales. Between The first week of February and the last week in March, in-store sales grew by 13% and online sales grew about 3%.

Whether a customer is opting for dine-in or off-premises, the challenge for restaurant brands going forward will be how to offer a consistent and personalized experience, no matter how the customer chooses to interact, says Paytronix.

Convenience Matters

• 32 percent of vaccinated restaurant customers say they would spend more on their orders if they could pay online; 40 percent of vaccinated restaurant customers would spend more if they could earn loyalty and rewards for their orders.
• Vaccinations and loyalty – There is a surprising and inexplicable link between vaccination and loyalty program usage. Vaccinated consumers’ inclination to engage with loyalty and rewards programs is highest among younger demographics, including bridge millennials, millennials and Generation Z consumers.
• More accessible loyalty programs -- Restaurant loyalty programs need to be accessible both online and offline to meet their customers’ payment needs as more consumers migrate back to brick-and-mortar establishments.

The seventh edition of "Delivering on Restaurant Rewards," a PYMNTS and Paytronix collaboration, explores the ways in which age and vaccination status impact consumers’ food ordering habits. A census-balanced panel of 1,984 United States consumers were surveyed about their vaccination statuses and how they purchase restaurant orders to gain a clearer picture of how mass vaccinations might shape the future of the restaurant industry. Respondents were 48 years old, on average, 33 percent had college degrees and 36 percent earned more than $100,000 annually.

Download the full report: Delivering on Restaurant Rewards: Post-Vaccination Online Ordering.