The ‘on-demand economy’ is on a rise and customers are choosing businesses based on the convenient solutions they offer. How can digitalisation help restaurants and cafes meet the increasingly urgent needs of their customers?

on demandThe Food & Drink industry is seemingly one of the most susceptible to changing trends. It is tightly linked to customers’ tastes and preferences, which have evolved markedly in the past few years, influenced by shifts in the lifestyle, resources and level of information of consumers.

Amongst the factors responsible for this chain reaction of changes in our food habits, technology appears to have a predominant role. Industries and societies are shaped by the technology developed within them, and nowadays more than ever technology seems to be embedded in our daily life.

A Deloitte study, conducted to identify the main challenges faced by businesses that are trying to deliver the digital experience their customers want, highlighted that “the real importance of digital to business is not the emergence of new technology; the importance is the shift in customer behaviour”. In short, what matters, first of all, is to understand what customers want, and then how technology can help you deliver it.

So, what exactly do customers want?

On Demand Everything: I say when, I say where, I say what

 Well, it’s fairly simple: we want what we want the way we want it and when we want it. And we don’t want to wait for it.


Fast food chains, with the advantage of quick, efficient service and affordable prices, can partially respond to consumers increasingly complex lunch-time needs. However, “within the food industry in general, from the food and nutrition angle, things are becoming really hyper-personalized” and digitalisation is acting as an accelerator on this ‘on demand everything’ shift.

Our days are busier, our lunch breaks shorter  and our list of intolerances longer. We don’t want to waste time queuing, but we want to take our time when choosing, we want to know our options, but don’t want to feel the pressure. We want transparency, independence and convenience when it comes to our food.

In simple, customers demand healthy, unique, and customisable menu options and fuss free service. 

From À la Carte to À l’App.

on demand

Customised salad bar.

About 88% of consumers expect to complete agreements digitally (from signing off contracts to ordering their morning latte), millennials spend 90 hours per month on smartphone apps alone and the older generations are getting increasingly tech-savvy. The mobile pre-ordering industry could then be the key to deal with the diverse needs of our on demand economy.

A study conducted on a lunch venue in Bath by our team found that, during peak times, predictably on weekdays between 12 pm and 2 pm, a regular order can take up to 9 minutes 20 seconds in total, between the time spent in the queue, to place the order, pay and wait for food. Quite a long time considering most people only have an average of 34-minute lunch break.

On the other hand, mobile ordering can cut the getting-lunch-process to a total of 5 minutes 56 or less when using the in-app re-order function. No wonder over 62% of millennials have already switched to mobile ordering in the past few months!

Why? Thanks to improved user experience throughout the whole process, mobile ordering apps like Ordoo are giving customers what they want.

Here are 3 ways mobile ordering apps are making busy customers’ lives more convenient:

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  1. We all know that mild feeling of panic we fall into when trying to make up our mind about that bagel or this sandwich with a fidgeting cashier in front of us and a queue of hungry humans behind us. Digital menus relieve the pressure of ordering in-store, leaving time for customers to browse and choose at leisure. Bonus: no waiting in the line when picking up their order.
  2. The whole process is smoother when you have a mobile device always on you. Hungry, but stuck in a meeting? You just need a tap on the screen to customise your order: no-mayo, gluten free, pick up in 25 mins, hey presto! Lunch ready for you to pick up as soon as you’re ready.
  3. Mobile order-ahead apps take away the need for staff to take the orders and process payments, allowing more time to build meaningful relationships with customers, who can be identified as they enter the venue enabling individually tailored customer experiences. This means investing in quality over quantity, keeping it short-and-sweet for us hungry and busy customers.

In conclusion, immediacy, intuitive usability and increased connectivity are only some of the reasons why a rocketing number of customers and venues have embraced mobile ordering technology.

Innovation defines future markets and keeping up with it determines the success or failure of businesses in that market. Get in contact to learn how Ordoo can help mobile and online ordering become part of your business brand identity.


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Read and consider the benefits of mobile ordering to customers and venues alike. We've distilled our insights from years of experience in the industry. Mobile ordering is here - be prepared! 

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