Food Delivery Apps - Consumer Journey

Goals

To understand the user journey that consumers go through on food delivery apps like DoorDash, Postmates, Seamless, and Grubhub.

Early Findings

  • Consumers use food delivery apps and loyalty rewards apps because they offer them value as they engage with a restaurant.
  • From a survey of more than 500 smartphone owners, it was discovered that users prefer food delivery apps that offer better restaurant options. Additionally, this particular survey discovered that Starbucks has the most popular restaurant loyalty app.
  • According to eMarketer estimates, 38 million people in the United States will use food delivery apps in 2019. This figure is up by 21% from the figures experienced in 2018 (31.4 million). Additionally, by 2022, approximately 20% of U.S. smartphone users will use a food delivery app.
  • According to research firm Edison Trends, the U.S. consumer spending on food delivery platforms in February 2019 was segmented into DoorDash - 27.6%, Grubhub - 26.7%, Uber Eats - 25.2%, Postmates - 12.1%, Caviar - 2.7%, and others - 5.9%.
  • Although more and more people continue to use food delivery apps, there is a limit to the amount of money they are willing to spend on the services. An estimated "37% will spend between $6 - $10 on delivery fees, service fees, and a tip combined, while 35% will spend no more than $5 and 28% are willing to dish out up to $15 for delivery."

Proposed next steps:

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