Study finds sales generated from digital ordering platforms more than tripled after pandemic onset

Newton, MA-based Paytronix Systems Inc., a provider of guest experience platforms, reported that sales generated through digital ordering platforms more than tripled after the onset of the pandemic, and most of those came from people who had never interacted with the brand previously.

The latest Paytronix Annual Order & Delivery Report issued this week examines industry trends across the digital ordering landscape, from enterprise brands to independent restaurants, in sales, guest experience and retention and fulfillment method.

Key insights from 2021's report:

• Sales generated through digital ordering platforms grew more than 3x after the onset of the pandemic.
• A significant portion of the guests responsible for this increase in online ordering were entirely new to the brand, having never ordered online or in-store before.
• Many of the brands that weathered the pandemic well benefitted from the closure of what the National Restaurant Association estimates was 110,000 eating and drinking establishments. These closures presented the surviving brands with the opportunity to acquire new guests.
• Guests who place orders for delivery spend, on average, 10% more than guests who place orders for takeout, even before factoring in taxes or delivery fees.
• Brand value means more than food quality. Guests who rated their food at 1 star were 27% likely to return, while those who gave the restaurant’s value 1 star were only 20% likely to return.

“What we’re seeing in the online ordering and delivery market is a complete change in how guests interact with their brands. In fact, the pandemic presented brands with an opportunity build stronger guest engagement and then continue by providing a great guest experience,” said Paytronix chief executive Andrew Robbins.