The start of a new year is exciting. It’s a great time for all of us in business to reflect on what happened last year, and use that information to help us set goals and predict trends for this year.

Is it time to open that new store you’ve been thinking about? Maybe you’ll refresh your menu? Or take your brand to a new region/country?

Our business is online and mobile ordering software. We think it’s pretty awesome, and we predict it’ll be even more awesome in 2015. Here’s why.

Convenience for customers, data for operators

 

Online and mobile ordering is increasingly becoming a mainstream offering for fast casual and quick service restaurants. Online ordering creates a convenient service for today’s time starved customer, and helps restaurants reduce in-store wait times and increase their revenue. It’s a smart solution for restaurant owners and operations managers tasked with improving customer service and increasing their sales.

Another huge benefit of online ordering is the data it provides. Every time a customer places an order, the data from that order is saved and stored away for future analysis. The collective data can give you critical insights into customer behaviour, like what devices they used to order online, how they paid for their food, and what kinds of food they spent the most money on.

Here are some trends we’ve picked up by looking at customer online ordering data from over 400 fast casual and quick service restaurants and cafes in the past year, and what this means for your business in 2015 and beyond.

Ordering methods. Desktop or mobile?

 

How customers ordered in 2014 (3)

 

In 2014, 60% of customers ordered their food online by desktop computer (that’s either a laptop or P.C), 30% from a mobile website (getting to your store from a search engine or specific URL from their smartphone), and 10% from your mobile app downloaded onto their phones.

While desktop ordering was still the most common ordering method in 2014, customer use of mobile ordering is increasing. We predict a 50/50 split between desktop and mobile ordering by 2016.

Is your mobile website responsive? Does it look good and let your customers do the same things as ordering from your desktop website? Do you have a custom built mobile ordering app for customers to download?

Add an increased investment in mobile ordering to your list of resolutions in 2015 (if you haven’t already!).

Average spend per restaurant type

average_order_infographic_AUD

This is interesting. In 2014, customers spent more money per online order for Indian, Italian, Mexican and Pizza restaurants, and significantly less money per order for cafes.

 

Online payments for delivery and pick up orders

 

bar graph (1)

 

How do customers like to pay for their food? We went all the way back to 2012 for this one to give you a better understanding of the overall trend.

Customers are more likely to pay online for delivery orders and pay in person for pick up orders, but online payments are increasing by 3% across both ordering methods. This could be due to increased trust in the use of credit cards for online payments, the increased availability of debit cards for online payments, or more people enjoying the convenience of paying ahead online to save time.

If you have any questions or would like to know more about about customer online ordering data, connect and drop us a line on Twitter or Facebook.

You can also start a free trial with Mobi2Go online ordering software. A great initiative to get started in 2015!

 

 

About the author

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Felicity is Mobi2Go’s marketing and brand manager and content creator. She writes about online ordering and hospitality trends, tips, client success stories – basically anything to help restaurant owners understand online & mobile ordering and grow their businesses. Connect with Felicity on LinkedIn or email her directly: felicity@mobi2go.com

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