Cornell Research Analyzes Current State of Restaurants' Online Food Ordering
About one-quarter of U.S. restaurant takeout operators are accepting online orders, according to a study released by the Cornell Center for Hospitality Research (CHR).
About one-quarter of U.S. restaurant takeout operators are accepting online orders, according to a study released by the Cornell Center for Hospitality Research (CHR). The study, “The Current State of Online Food Ordering in the U.S. Restaurant Industry,” by Sheryl E. Kimes, is available at no charge from the (CHR) at http://www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-15779.html. Kimes is the Singapore Tourism Board Distinguished Professor of Asian Hospitality Management at the Cornell University School of Hotel Administration.
For her online food ordering study, Kimes surveyed 372 U.S. restaurant operators (of all sizes) that accept takeout orders. “On balance, the restaurant operators who use the internet for ordering have been pleased, and they reported that online ordering has met or exceeded their expectations on ROI,” Kimes said. “One thing that we noticed that does not support the conventional wisdom is that these operators did not see substantial increases in average check with online ordering. But online ordering boosted their order frequency.”
“We also saw that the operators overestimate their customers’ need for personal interaction,” Kimes said. “Additionally, operators didn’t have the same view as their customers on the convenience and control in online ordering. Operators thought that their customers had a higher view of that control and convenience than the customers actually did.”
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 78 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.
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