Summary:
A recent study by Intouch Insight highlights that convenience stores (c-stores) still lag behind restaurants in customer satisfaction when it comes to third-party delivery services like DoorDash, Uber Eats, and Grubhub. The key areas where c-stores underperform include order accuracy, food temperature, and the ability to customize orders, despite their faster delivery times. Customers are more satisfied with restaurant deliveries, especially when it comes to customization and clarity regarding whether items are made-to-order or pre-packaged.
Key Takeaway:
Convenience stores need to improve their order accuracy, enhance the clarity of menu listings, and offer more customization options to better compete with restaurants in the foodservice delivery space.
Trend:
Demand for Customization and Clarity: Customers increasingly expect customizable orders and clear information about food preparation (pre-packaged vs. made-to-order), even from c-stores.
Consumer Motivation:
Customization: Consumers want the ability to tailor their orders, with 90% of restaurant orders allowing customization compared to just 45% of c-store orders.
Clarity and Speed: While c-stores are expected to be fast, customers are unsatisfied with the clarity of what they are ordering and the overall experience, despite c-stores being slightly quicker than restaurants in delivery time.
What Is Driving the Trend:
Higher Consumer Expectations: As c-stores continue to expand into foodservice, customers expect them to meet the same standards for customization, accuracy, and service speed as restaurants.
Convenience and Digital Ordering: The rise of third-party delivery apps has pushed convenience stores to focus more on optimizing the digital ordering experience, but gaps remain compared to restaurants.
Who Are the People the Article is Referring To:
The article refers to convenience store consumers who are using third-party delivery services for food orders, as well as c-store operators looking to improve customer satisfaction and compete with restaurants in the delivery space.
Description of Consumers, Product, or Service:
Consumers are ordering food from convenience stores via third-party delivery apps, but they are generally less satisfied with the accuracy, customization, and overall experience compared to restaurant deliveries.
Conclusions:
To stay competitive, c-stores must improve order accuracy, offer better customization options, and provide clearer listings regarding food preparation. While c-stores may have an edge in speed, it’s not enough to make up for lower customer satisfaction in other areas.
Implications for Brands:
Enhance Order Clarity: C-stores need to be clear about whether menu items are pre-packaged or made-to-order, improving the overall customer experience.
Focus on Customization: To match restaurant services, c-stores should integrate more customizable options into their menus, helping to attract more discerning customers.
Implications for Society:
As delivery services become more embedded in everyday life, customers expect higher standards across all food delivery channels, not just restaurants. This shift will likely push c-stores to rethink their foodservice offerings to better align with these growing expectations.
Implications for Consumers:
Consumers will benefit from improved delivery services from c-stores, with clearer menu options, more accurate orders, and a more tailored shopping experience that meets their growing expectations for convenience.
Implications for the Future:
In the future, c-stores will likely invest more in customization technology, menu clarity, and order accuracy to compete more effectively in the delivery space. If these areas improve, c-stores could become a stronger competitor to restaurants for quick, convenient meals.
Consumer Trend:
Digital Convenience: The demand for fast, accurate, and customizable food options delivered via third-party apps is reshaping consumer expectations in the convenience retail space.
Consumer Sub-Trend:
Customizable Fast Food: More consumers expect customizable orders even from convenience stores, highlighting a broader trend towards personalized food experiences.
Big Social Trend:
On-Demand Economy: As consumers continue to rely on third-party delivery services, convenience and customization will drive satisfaction and loyalty in both the restaurant and c-store sectors.
Worldwide Social Trend:
Shift in Retail and Dining: The global shift towards digital ordering and delivery continues to impact both foodservice and retail, with consumers increasingly valuing speed, convenience, and personalization in their shopping experiences.
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