QSR October 2022

SHORT ORDER

The

industry was one the pandemic’s early rocket ships. Guests raced to comfort food and categories they were familiar ordering o -premises from. Tack on technology and systems these brands nurtured for years and you had a tailwind few segments could compete with. But the pizza world has undergone its share of disruption of late. The

hunt for delivery drivers and a suddenly bursting field of delivery and pickup options has forced industry power players and upstarts alike to shift tack. Direct mail marketing company Mail Shark launched a “Cracking the Code” report for the pizzeria industry. Here were some of the findings:

A CUSTOMER SNAPSHOT:

87 %

50 %

Would sign up for a loyalty plan if one was available.

OUT OF 9,161 RESPONDENTS, 82 PERCENT REPORTED ANYTHING BEYOND AN HOUR WAIT WAS NOT ACCEPTABLE.

HOW LONG ARE MOST CUSTOMERS ACTUALLY WILLING TO WAIT FOR FOOD WHEN ORDERING DELIVERY?

64 %

32 %

Prefer using Facebook when selecting a social platform to follow their favorite restaurants.

14 %

63 %

1 % 2 HOURS OR MORE

1 % 90 MINUTES

Would not consider choosing a restaurant with a rating below 4 stars.

60 MINUTES

45 MINUTES

30 MINUTES

55 %

Report their favorite pizza is from a national chain.

52 %

49 %

52 %

WHAT IS YOUR PREFERRED METHOD OF PLACING ORDERS FROM RESTAURANTS FOR DELIVERY PICKUP?

Prefer calling their order in over the phone for takeout/delivery orders.

30 %

51 %

Use coupons at restaurants they frequent.

50 %

Feel 30 minutes is an acceptable wait time when ordering food for delivery.

THROUGH A THIRD-PARTY SITE

DIRECT ON THE RESTAURANT’S WEBSITE

PHONE ORDER

40 %

Regularly order pizza from two different restaurants.

55 %

36 %

Do not feel comfortable going to restaurants where employees don’t wear masks.

MAKE YOUR PIZZA PICK:

27 %

35 %

Of your loyal customers want to hear from you at least once a week.

10 %

5 %

27 %

SUPERMARKET

HOMEMADE

LOCAL OR MOM-AND-POP

A NATIONAL CHAIN

Leave a 10 percent tip on delivery orders.

26 %

Do not leave tips for pickup orders.

HAND WRITTEN PIZZA: ADOBE STOCK / POLYGRAPHUS, PEPPERONI PIZZA: ADOBE STOCK / ALEXANDER KAZHARSKI

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OCTOBER 2022 | QSR | www.qsrmagazine.com