Here’s how Steritech’s sample broke down:
- Over 70: 3.8 percent
- 52–70: 17.2 percent
- 36–51: 27 percent
- 28–35: 23.8 percent
- 18–27: 27.6 percent
- Under 18: .6 percent
- Female: 69.5 percent
- Male: 30.2 percent
- South: 37.6 percent
- West 23.4 percent
- Midwest: 21.1 percent
- Northeast: 17.9 percent
The delivery users
Data showed that busy customers are turning to delivery, frequently. More than 7 out of every 10 respondents said they ordered food in the six months prior to taking the survey.
The 18–27-year-old group ordered delivery at a higher rate than any other age group, followed closely by 36–51 year olds. Those over 70 ordered the least amount.
And here’s a key group to circle in marker: Those respondents who were married, with or without children, were the No. 1 group ordering delivery at 39.4 percent. Young families, in other words. Or millennial parents. Last year, a special report by Morning Consult for The New York Times found that roughly half of millennials were parents. Of those without children, 42 percent said they wanted them, 34 percent said they were unsure, and 24 percent said they did not want children. Assuming those who want children eventually have them, an estimated seven out of 10 millennials will be parents in the future. Add others from the currently undecided group and that portion could move closer to eight or nine out of 10.
And they might not be as keen to eat out as other millennials and those consumers who seek social experiences from food.
Across the board, millennials with children under the age of 12 score higher on various “foodie” checkmarks. According to Kantar, 60 percent of these millennial parents prioritize buying high-quality food over other spending areas, compared to 53 percent of the general population. The gap is even more pronounced in terms of identity: 73 percent of young parents consider food/cooking to be a major part of who they are as people; it’s 59 percent for the overall population.
How does this affect quick service? Kantar also found that 18 percent of millennial parents eat fast food a few times a week (with 4 percent reporting almost daily visits). Twelve percent visit “non–fast food, quick-service restaurants” a few times a week with 2 percent going nearly every day. These numbers drop off dramatically for sit-down restaurants as only 6 percent of millennial parents visit such establishments a few times a week.
In sum, there’s significant opportunity for restaurants to provide high-quality food in a convenient format. And in the case of many consumers, the apex of convenience is delivery.
Let’s look deeper at Steritech’s data for “who is using delivery.”
- Single: 34.4 percent
- Married with children under 18: 25.4 percent
- Married with no children: 14 percent
- Live with roommates: 10.6 percent
- Not married, with children under 18 in the household: 9.1 percent
- Other living situation: 6.5 percent
The single group is an interesting one for brands to target as well. Considering the fees, people ordering solo, especially those not in high-traffic urban areas, appreciate incentives and deals above other groups ordering in comparative bulk. This is one area where controlling data is very powerful for restaurants. Knowing that customer and their spending habits, and how to lure them back for repeat orders if they lapse, is essential.