Online food delivery apps offer attractive discounts and deals, which in return strikes QSR to tie up and make quick meal through a click only. According to eMarketer, of the 22 percent of quick-service restaurants that have a mobile app, only 22.7 percent allowed for ordering, which found that fast casuals were ahead in this respect—58.3 percent of those chains with an app allowing ordering. “The growth of mobile food ordering is definitely tied to smartphones adoption,” said Krista Garcia, research analyst at eMarketer, New York.
Taco Bell was the first mobile order-ahead app that allows customers to purchase food from the app and pick it up without waiting in line. The app has significant success - with higher average order sales boosting total revenues and now many QSRs started to follow the same route, reported BI.
After the huge success of Taco Bell's app, other chains get a blueprint for launching these apps. This app has been downloaded two million times in the first four months and three out of four Taco Bell chains processed a mobile order on the app's first day. Other chains with these apps include Pizza Hut and Chipotle.
Where India stands?
Recently, Goli Vada Pav, an ethnic Indian food has tie-up with Foodpanda and Swiggy in Mumbai as a pilot. "We have already brought a hyper local partner on board for the same. Opinio, which is currently servicing the three markets where we will start home delivery by mid-Dec," said Venkatesh S., cofounder and CEO at Goli Vada Pav.
Earlier also, many QSRs has joined hand with online ordering apps. The apps offer consumer’s convenience and retailers the opportunity to drive higher revenues.
Burger King, the second largest fast food hamburger chain in the world has partnered with Swiggy to expedite its customer convenience by strengthening its digital presence. “Burger King is one of the most popular quick service restaurants in the world and we are proud to associate with them as their online delivery partner. This partnership will go a long way in enhancing customer delight given Swiggy’s service levels and Burger King’s popularity. While expanding our catalog we expect to create a large impact in the hyperlocal delivery space - customers can expect to receive their favourite burgers in 35 mins from the comfort of their home”, shared Nandan Reddy, Co-Founder, Swiggy.
foodpanda, India’s largest online food ordering platform proposes to associate with Indian Railway Catering and Tourism Corporation (IRCTC). This association will enable consumers to order meals of their choice through foodpanda’s aggregator model and allow them to order from a wide variety of cuisine options.
“foodpanda is an innovative business model which caters to an important consumer need. Our association with IRCTC will be an offering which addresses a huge consumer need prevailing for years. For long, consumers had limited food options to choose from while travelling with Indian railways but the newly launched e-catering service by IRCTC (approved by Ministry of Railways) is set to change the way Indians eat while travelling. We are excited to begin action with the Delhi station by December and are looking forward to extending this offering to other stations like Mumbai, Bangalore, Pune and Chennai in due course of time”, said Saurabh Kochhar, CEO at foodpanda.
Zomato, also earlier tied up with Paytm for online delivery payments. The food-ordering app launched a new ‘Whitelabel’ Platform, a new technology suite for restaurants to launch custom-branded native mobile apps and operate online. Zomato Order and Zomato users can now pay for online orders via their Paytm Wallet.
And hence, to increase the food frequency, generate customer loyalty, attract more customers and earn huge profits, the restaurant chains are focusing on better and a faster delivery.