In an increasingly digital-first age, consumers have more options accessible and within reach than ever before. As with online clothing subscriptions and grocery deliveries, there is a similar demand for comfort and convenience in the restaurant space. Comfort reigns as consumers increasingly prioritize relaxation — a top value in Gartner’s Consumer Values & Lifestyle Survey— and show an increased desire to stay at home and order delivery.
More than two-thirds of brands tracked in Gartner L2’s Digital IQ Index: Restaurants offer delivery across both desktop and mobile sites, along with mobile apps, showcasing a desire to fill comfort and convenience needs. Top performing restaurant brand Domino’s excels at this, highlighting their delivery, carry-out, and hotspot pickups across all three platforms.
That being said, there’s room to make actually ordering from these restaurants across platforms more convenient. Nearly half of the brands have a separate site dedicated to e-commerce, splitting their purchase point from important nutrition and merchandising information.
During the study period, for example, Panera Bread’s site housed two menus — one with e-commerce that lacked important nutrition information and one without e-commerce that gave nutrition and allergen information. As of March, however, the brand has begun beta testing a site that combines both order capabilities and nutrition and allergen content on product pages, an effort showcasing a desire to house customers under one streamlined experience. Restaurants with separate sites should note Panera’s exploration and consider following suit. By doing so, they can create a continuous purchase funnel to increase the chance of conversion…and make ordering “seamless” for hungry customers.