A new study by global technology transformation specialist CI&T reveals that the digital experience significantly influences UK consumers’ perceptions of food and drink brands. The research, which surveyed 2,000 UK consumers, found that nearly three-quarters (74%) use an app or website for one to two on-the-go meals or beverages each week. The study highlights the increasing importance of digital channels in shaping consumer preferences, especially within the quick-service restaurant (QSR) sector, where CI&T collaborates with brands like Domino’s.
According to the research, 82% of respondents believe that a food or beverage brand’s digital experience is indicative of its overall quality. An overwhelming 93% of consumers agree that the best brands typically have a well-functioning app or website. This trend underscores the necessity for food and drink brands to prioritise their digital offerings, as consumers have little tolerance for subpar digital experiences. Notably, 25% of respondents reported having cancelled or abandoned an order due to frustrations with the digital ordering process.
Convenience emerges as a paramount factor for hungry consumers, with apps playing a vital role in enhancing the ordering experience. The study found that nearly two-thirds (63%) of UK consumers believe that using an app makes it easier to view menu options and decide what to order. Furthermore, 42% of respondents feel that apps accelerate the overall ordering process, facilitated by smoother payment options (53%), effective loyalty programmes (42%), and easier order customisation (39%).
Despite the advantages of branded apps, many food and drink brands are lagging behind third-party platforms, which dominate in this arena. When it comes to ordering takeaways for home consumption, more than half of consumers (56%) prefer using third-party platforms such as UberEats, Deliveroo, and JustEat via smartphone or laptop, compared to 36% who order directly from a restaurant’s app or website. Speed, from ordering to delivery, is the primary motivator for 55% of consumers opting for third-party services.
The research highlights a significant opportunity for brands to improve their digital experiences and capture more consumer loyalty. Interestingly, 62% of consumers expressed a preference for ordering food or beverages directly from brands if they had effective apps and websites in place. Moreover, 82% of respondents trust brands to provide value for money through bundled deals.
Melissa Minkow, Director of Retail Strategy at CI&T, commented on the findings: “Taste isn’t the sole factor influencing food and beverage choices. Convenience is crucial, and our research shows that the majority of UK consumers perceive a brand’s digital channels as a reflection of its overall quality. First-party apps could be the game-changer in this regard, offering ease and benefits that consumers recognise when choosing their meals.”
She added, “However, brands must not overlook the competition posed by third-party platforms, known for their speed of delivery. By enhancing and expanding their digital offerings, brands can leverage existing customer loyalty and improve their chances of winning over consumers in a highly competitive market.”
The research, conducted from August 1 to August 29, 2024, included participants aged 18 and over, representing diverse genders and ethnicities, all of whom regularly eat or drink outside the home and order food or beverages digitally each week.
