Takeout soars with online ordering
Restaurants that use the Internet for takeout orders are meeting and exceeding expectations, according to a Cornell Center for Hospitality Research (CHR) study. The Current State of Online Food Ordering in the U.S. Restaurant Industry, conducted by Sheryl E. Kimes, surveyed 372 U.S. restaurant operators of all sizes that accept takeout orders. Here are some of the notable findings:
- Although substantial increases weren’t seen on the average takeout check, online ordering boosted order frequency
- Restaurant operators that use online ordering have been very pleased by the results and have reported Internet use for ordering exceeded their expectations on ROI
- Operators believed that customers had a higher view about convenience and control in online orders. However, the customers themselves were not as impressed with the level of convenience and control.
Source: Cornell University School of Hotel Administration, Cornell Center for Hospitality Research; September, 2011