Getting to know your most valuable customer segment

Although customer tastes are trending toward takeout, delivery customers remain a critical segment to embrace. That’s because one key learning from the last two years is that delivery customers are different, and in a good way. Paytronix has published The Order & Delivery Report 2022, which details this trend and the data surrounding it. This blog and the ones that follow will highlight findings from that report, as well as sheds new light on recently acquired data.

Delivery guests order more, tip more, and are more loyal.

While both takeout and delivery subtotals increased roughly 15% in the wake of the pandemic, delivery subtotals have consistently remained about 12.5% higher, contributing substantially to restaurants and c-stores’ bottom lines.

Moreover, delivery customers tip better and more frequently. The data below shows that for much of 2021, the average delivery tip was 12.5% of the subtotal, more than double takeout order tips. And 2021 takeout orders included a tip just 37% of the time compared to nearly 73% of delivery orders. These trends held steady throughout 2021, indicating an existential and fundamental difference between the two groups.

Delivery guests are also more loyal and order repeatedly from the brands they love. Approximately a third of orders from delivery customers are from guests who order multiple times a month, while takeout customers tend to be more sporadic, with only about a quarter of orders coming from customers who order multiple times a month. Since pickup customers order less frequently, brands should strive to be memorable. A special experience for pickup customers can do a lot to make a customer feel appreciated.

Delivery guests are more likely to love or hate their order…but not as much in between

Delivery guests are more likely leave either very high or very low ratings. This is likely because, while the population of guests who order delivery is more loyal, there is a higher likelihood for order mistakes to occur when delivery is added to the mix. Delivery gets pretty much the same score as takeout, except for the categories of Service and Food, which tend to be the feedback questions most impacted when there is a slow delivery or missing item. This error is compounded by the difficulty of correcting mistakes off-premises. Delivery customers also understand they are valuable, and they demand great food and service to stay.

While there’s no question delivery is operationally difficult, when it goes right, it goes really right. These customers are generous and loyal, and it’s worth making changes to your order and delivery process to accommodate them.