These are the Factors Consumers Consider When Choosing Online Food Delivery Services

Consumers consider several factors before choosing a restaurant or cafe to order food online. These range from promotions and app ratings to influencer recommendations.

A Jakpat (Jajak Pendapat) survey reports that the primary consideration for consumers choosing a restaurant or cafe for online food orders is the availability of discounts and promotions, reaching 76%.

The second consideration is location or proximity, with 60% of respondents citing this as a factor. Next, 58% of respondents stated that the restaurant or cafe sold the food they desired.

Restaurant or cafe ratings on the app are also an important consideration for consumers, accounting for 50%. Furthermore, 39% of respondents said they were repeat customers at the restaurant or cafe.

Some respondents chose restaurants or cafes for online food orders based on recommendations from friends and family (32%). Another 30% said they chose their online food ordering location based on app recommendations.

Additionally, 25% of respondents said they chose restaurants or cafes on food delivery apps because they were trending on social media. Meanwhile, 19% of respondents chose their online food ordering location based on influencer recommendations.

This survey was conducted among 1,624 respondents in several major Indonesian cities via the Jakpat app. The survey, conducted on May 25-26, 2022, has a margin of error of less than 3%.