COVID-19 has altered the relationship between establishment and customer to an unprecedented degree. The ongoing pandemic and subsequent lockdowns have forced businesses to pivot their revenue streams and consumers to reevaluate what they expect from the food industry.
Canadian-born delivery platform, SkipTheDishes, officially released their 2020 End of Year Report and the results show a significant alteration in consumer behaviour and spending habits.
The most significant trends that emerged across Canada highlighted the impact COVID-19 has had on consumer behaviour, yet whether this is a change that will have ramifications for years to come is still unknown.
The fastest-growing demographic of new users on the delivery platform were people 65 years and older. With that age range -- particularly being the greatest at risk for coronavirus complications -- the time to embrace new technology has never been more vital.
An increase in late-night orders was also a widespread trend across the country, a 38% increase from last year.
Customers seem to be using the platform to discover new restaurants, as 81% of people using the app are ordering from a restaurant that they have never been to before.
Customers also seem to be receptive to the platform's suggestions, as 51% of customers don't know what they plan to order before opening the app.
It is apparent delivery platforms are not only a means to an end to receiving a meal but a way to browse an archive of new cuisines and establishments.
Not only are we witnessing a change in ordering habits but a preeminent trend of what we are ordering. Across Canada, the three most ordered items for the year are Asian dishes, pizza and burgers, while the three most popular cuisines are Chinese, Italian and American/Canadian.
It comes as no surprise that the demand for comfort food has spiked. Small plates, artfully crafted embellishments and refined fare don't seem to translate into our current environment. Consumers want food that travels well, with little degradation of quality, that responds to changing consumer demands. Large-format plates, meal kits, reheatable dishes and comfort food pop-ups have all been increasingly popular alternatives to traditional dining within the industry over the past several months.
Consumers are not only turning to pizza and cheeseburgers to seek out comfort; with the new regulation allowing the delivery and takeout of alcohol, Ontario saw a 127% increase in alcohol orders, with 65,000 orders to liquor vendors placed by customers in 2020. In total, there were more than 125,000 orders that included alcohol made to Ontarian restaurants.
Ontario, in particular, saw some interesting 2020 trends reported by SkipTheDishes:
- 743 is the number of orders placed by the most frequent SkipTheDishes user in Ontario
- More than $392,000 was given in tips by customers to Ontario restaurants through Skip's restaurant tipping feature
- On October 9, 2020, a Toronto resident ordered the most expensive order recorded in Ontario, coming in at $779.90! That order included 30 salads, 12 orders of pad thai and 10 orders of red curry
- Ontarians capitalized on the addition of convenience items on the Skip network in 2020. Their most ordered items were slushies, taquitos and fountain drinks.
- Ontario ranked first for the province with the most orders of halal food
As it becomes increasingly apparent how COVID-19 is altering the food industry, the consensus seems that consumers are seeking easy, no-frills, comfort food and are relishing in to-go alcohol orders.
