Commentary

Multifaceted demand is driving the industry to innovate in different ways.

Netflix, Amazon, and Spotify have reaped rich rewards – from improved sales and usage to lower churn – simply by doing one thing: personalising the user experience and recommending things audiences will like but are unlikely to discover by themselves.

Did you know that mobile food ordering has now eclipsed ordering via the telephone in most markets? Additionally, the reach of restaurant categories that weren’t typical delivery options has been extended; historically Pizza, Chinese and perhaps Italian sandwiches were common, but much of what you will find in the mobile sphere nowadays wasn’t available for delivery. In the mid-90s, McDonald’s offered bike delivery in China, but that was certainly an early move in the Quick Service Restaurant (QSR) space to explore the field. But the playing field has changed and every food outlet, ranging from a well operated QSR, fast casual to a luxury, Michelin-starred restaurant has the potential to see growth “in the bag” as bags leave to cater to those who ordered to go/takeaway for delivery.

How Can QSRs and Restaurants Use the Global Pre-Ordering Trend to Their Advantage?