Delivery apps are introducing group ordering features to streamline experience
Trend - Many food and beverage delivery platforms are enabling consumers to order as groups. Whether it is about splitting a bill or simply enabling everyone to take a look at the menu and submit their choice, this new feature ensures efficiency and convenience.
Insight - The demand for delivery of goods and services has skyrocketed during the COVID-19 pandemic as individuals try to avoid unnecessary outings as much as possible. Many are making decisions—whether pertaining to groceries, supplies, meals, or something else—in tandem as a household. Thus, consumers are creating a demand for more streamlined experiences that will enable individuals to make decisions together, while negotiating faster, and reducing associated stress.
Insight - The demand for delivery of goods and services has skyrocketed during the COVID-19 pandemic as individuals try to avoid unnecessary outings as much as possible. Many are making decisions—whether pertaining to groceries, supplies, meals, or something else—in tandem as a household. Thus, consumers are creating a demand for more streamlined experiences that will enable individuals to make decisions together, while negotiating faster, and reducing associated stress.
Workshop Question - How can your brand facilitate a streamlined group experience?
Trend Themes
1. Group Ordering for Streamlined Experience - The ability to order as a group is becoming more common amongst food and beverage delivery platforms, allowing for more efficient and convenient ordering experiences.
2. Rise of In-app Group Ordering Features - In-app group ordering is becoming more popular with food delivery apps as customers seek more convenience while ordering.
3. Increased Demand for Streamlined Group Decision Making - Consumer demand for streamlined group decision making has increased during the COVID-19 pandemic as individuals limit unnecessary outings and make decisions as households.
Industry Implications
1. Food and Beverage Delivery - The trend of group ordering in food and beverage delivery presents opportunities for greater collaboration with restaurants and increased customer satisfaction.
2. Mobile App Development - The increase in popularity of in-app group ordering features indicates potential for app developers to build solutions that better serve the modern customer.
3. Marketing and Advertising - Companies like Chipotle have leveraged group ordering trends by developing social media marketing campaigns to engage with customers and increase brand awareness.
