World meat industry news

“Vkysno i tochka”, together with Ipsos, conducted a large-scale study of the delivery market. The survey was conducted among 1,500 respondents from 132 cities in Russia. The study identified key market players, reasons for ordering food delivery, as well as motivations and barriers among users.

QSR brands occupy a leading position in the delivery industry, ahead of pizzerias, Asian restaurants, retail representatives and other market players. Moreover, the quick service industry has a high level of trust among users: the order satisfaction rate for QSR brands is a record 90%.

Zoomers and millennials are the most active food orderers. Their share of the entire audience of delivery users is 43%. People over 45 years of age use various services less often, as they prefer to cook their own food or go to restaurants and cafes. Even with a positive experience, the likelihood of repeat orders from representatives of this audience is extremely low.

The study also showed a connection between income level and the use of delivery services - the more people earn, the more often they order food. The average earnings of delivery users is 50 thousand rubles. and higher per family member. Despite this, the attitude towards prices is ambivalent: 34% of respondents are willing to pay more for delicious food, while 32% are actively looking for discounts and promotional codes.

Most respondents use delivery to enjoy their food. There is a strong emotional connection here: people want to pamper themselves (27%), have a good time eating their favorite dishes (18%) and taste their favorite taste (17%). The thesis that food is one of the ways of leisure is confirmed by the fact that ordering from QSR networks is closely related to joint consumption. 71% of respondents order delivery not only for themselves, but also for their loved ones. Moreover, most often respondents make a joint order for dinner (70%), while breakfast is perceived as something personal - only 3-4% of respondents purchase dishes not only for themselves, but also for others.

As for arranging delivery, the process in most cases begins with choosing a cuisine and type of dishes, and almost every fifth person first chooses a specific establishment or chain. At the same time, users do not care about the place of registration - 40% of respondents are ready to switch to another service or aggregator.

In addition, for those surveyed, the combination of price factors—a good combination of price and product quality (44%), free delivery (57%)—is much more important than the convenience of the service. But if we talk about non-price characteristics, then most of all consumers value speed and variety: 37% of respondents consider fast delivery and a large selection of dishes to be the main indicators of convenience and quality of service. Respondents also include the availability of favorite items and accuracy of order fulfillment as significant factors. But the politeness of couriers is important only for 12% of respondents.

The main delivery barrier is due to lack of habit.Users rarely order food because they are not used to doing so. The cost, availability and quality of food are much less common reasons for refusing delivery.