The delivery sector, reinforced after two years of a pandemic that made it easier for many customers to use food delivery applications due to the impossibility of going to their favorite restaurants in person, now faces a stage of stabilization and reorganization after months of uninterrupted growth.
This summer, according to data from Deliverect, the volume of orders will fluctuate from the big cities to the coastal ones. And as the needs change with the remote workadded to the summer period, this phenomenon could cause a behavior change in the consumption of food at home. Although this time could seem the most difficult for the sectorso far this summer have registered 13.3% more orders than in the same period of the previous year, according to data from Deliverect.
Faced with such a situation, the restaurant sector is betting on enhance the service click&collect and seasonal productscombined all of this with suggestive offers aimed at retaining their customers with a view to the return of summer, when it is expected that the consumption of delivery return to its usual figures, very high in the first half of 2022.
One of the main strengths of the delivery at this time of year is to offer certain seasonal products that are ideal to receive them in our house comfortably: the snacks, salads and pokes, snacks or fast food. Updating the menu during the hot months can be a good way to increase our delivery figures by adapting to the needs of consumers. In fact, fresh dishes such as pokes and salads experience their best months of the year. According to data from the Aloha Poké restaurant, summer is its strongest season, registering a 43.8% increase in orders this June compared to February, 27.7% more than in March and 22.7% more that in April.
More diverse orders and throughout the week
Summer and holidays open the door to a more sustained consumption and not so subject to peaks in demand on weekends and their vigils. Thus, although during the rest of the year Fridays and Sundays are the favorite days to order at home, the summer season stimulates orders throughout the week, a trend that could be exploited by the many establishments that practice delivery and the click&collectespecially since the pandemic broke out in 2020, if it continues after the end of the summer season.
Given that during the summer dinners with friends are frequent on the terraces of the houses, or in the rooms equipped with air conditioning, the click&collect He has a lot to say and will help many restaurants to maintain their hybrid offer and prepare both food to be consumed on the premises and also to take away.
And that summer consumption, due to the suffocating heat, will affect drinks, since, according to a study published by Kantar, one in five takeout or pickup orders (19%) include cold drinks, unlike the rest of the year, where many consumers order only edible products. And it is that offering alcoholic beverages in home orders is another purchase incentive during this time: from Yelp they point out that more than half of millennials (53%) choose a restaurant first if it offers alcoholic beverages at home, above the rest of the offer.
Summer can also become a good test bench. According to a study conducted by the Yelp restaurant search platform in 2021, nearly two-thirds of customers (63%) plan to try new restaurants this summerwhile almost half of them (47%) bet on experimenting with other types of food. From all this, new consumption trends can be derived when the figures for the delivery recover after the dog days.
Meanwhile, the summer will serve for many customers to get the best promotions, due to the drop in demand for deliverywhile restaurants will have to adapt and reorder their offer, with solutions such as Deliverect, in order to adjust to the consumption of a time of the year not for peculiar less expected by consumers.
