‘Superconnected’ Customers Spend More on Food Orders

Consumers with more tech devices spent 26% more in the last year.

June 25, 2021

Person on a smartphone shopping

ALEXANDRIA, Va.—Digital guest experience platform Paytronix Systems has released the latest report in its “Delivering on Restaurant Rewards” series with PYMNTS, reports Restaurant Technology News.

The report found that “superconnected” consumers, those with six or more connected devices, have the greatest appetite for digital food ordering experiences. Those consumers’ propensity to order food online using any of several connected devices at any given time means that foodservice operators must focus on all customer touchpoints when evaluating their marketing and ordering options.

“This survey shows clearly that restaurants must enable guests to order regardless of their device of choice, whether that’s phone, tablet, TV, Alexa, Car Dashboard. All of that is now key to offering a unique guest experience,” said Michelle Tempesta, head of marketing for Paytronix Systems.

“Guests expect technology to use their previous ordering history to make the current order experience even easier, just as they appreciate an on-premises server recognizing a frequent customer and knowing their favorites,” she said. “New technology presents personalized recommendations, complementary menu items that fit dietary preferences and makes the guest feel confident they will receive what they love when the delivery bag arrives.”

The report segmented consumers into five different categories based on how many connected devices they use regularly, and then set out to determine what their device collection reveals about their online ordering habits. It also seeks to determine which features cafés, diners, QSRs and full-service eateries must provide to drive spend among digitally savvy customers.

  • Superconnected—With six or more connected devices, superconnected users are the highest earners and the biggest restaurant spenders. The average superconnected restaurant customer spent 26% more on food orders than average in the last 12 months.
  • Connected Me—Among this group, 90% plan to keep ordering online at least somewhat as often as they currently do after the pandemic has passed. They have fewer than six devices, including connected wearables.
  • Connected Home—Also with fewer than six devices, this group is defined by such items as voice assistants or other smart appliances, and 15% report ordering less in person and more online for at least one restaurant. 
  • Mainstream Mobile—Among these users, 40% say they’ll return to dining on-site just as frequently as they did before March 2020. They rely on just tablets and smartphones.
  • Smartphone Centric—With only a smartphone as a connection point, these users aren’t changing their habits, and 100% of them plan to keep ordering online at least somewhat as often as they do now.

“The numerous ways in which different connected persona groups engage with their restaurants’ loyalty programs signal that it will not be enough for restaurants to give their customers the ability to order their food on different channels going forward. They must also ensure that their customers can earn loyalty and rewards benefits on as many channels as they can place their orders if they hope to meet consumers’ demands for omnichannel ordering experiences,” the report said. 

As NACS Daily reported in March, “repeat purchase behavior” is integral to successful customer engagement, and for that reason, many c-stores chains have been enhancing their digital loyalty programs. Examples include the CEFCO Rewards program, which was recently updated with the assistance of Stuzo, a loyalty solution provider. Popular loyalty programs like Wawa Rewards, which launched in 2015; 7Rewards, whose members now top the 25 million user mark, and Casey’s Rewards let customers access promotions and collect loyalty points and special offers via mobile apps while promoting products and encouraging sales.

For more insight on the way technology plays into consumer loyalty, read “Marketing Disrupted” and “Just Rewards” in NACS Magazine.

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