Staying fed during a pandemic crisis is a challenge many people probably never thought they would ever face. But here we are. Lucky for us tech innovation and the advent of multi-restaurant food delivery services seem to have matured in just the right decade to help ease us through this period. But not all food delivery experiences are the same and with an explosion of new users, companies need to build immediate trust if they are to grab customers and come out on top. The use of authentic, custom photography and videos is one guaranteed way the top performers in food delivery are building this trust.
In our era of digital transformation and technological innovation, customers expect the same quality of interactions with companies online as they are used to getting in person. And this expectation carries across segments like retail, travel, entertainment, and now food. According to Accenture’s Technology Vision 2020 report, over 70% of consumers say technology has become indivisible from their daily lives. Millennials, the digital first generation, are highly influenced by technological innovations and they also demand authentic, seamless customer experiences with products that match the marketing.
When it comes to food delivery, the younger a person is, the more likely they are to order restaurant delivery using an online service.
63% of people 18 to 29 years old have used a multi-restaurant delivery website or app service in the past 90 days, followed by 51% for those 30 to 44 years old, 29% for those 45 to 60, and just 14% for those 60 and over.
Even more interesting, McKinsey Research found that globally multi-restaurant food delivery platforms are very sticky. Once customers sign up, almost 80% never or rarely leave for another platform, creating a strong winner-take-all dynamic, in which the reward goes to the player who can sign up the most customers in the shortest amount of time.
Two sides of Digital Trust – A frictionless experience and authentic, custom content messaging
Which brings us back to food delivery during the pandemic. To stand out in this competitive world, multi-restaurant food delivery brands must deliver a customer experience that moves from ‘one fits-all’ imaging to truly custom, authentic visuals. The goal must be to meet next-generation customers’ expectations, which have been abruptly transformed by digital technology.
If people are not out seeing familiar restaurants and discovering new ones, the onus is even greater on the food deliverers to create as engaging and authentic an experience as possible within their platforms. If we can’t see the food and aren’t likely to be in a position to do so soon, it’s even more important to see accurate representations of the dishes to gain our trust and loyalty.
If done well these efforts create opportunities for food delivery companies to embrace their relationship with existing customers and acquire new customers by meeting their expectations for authentic content, and food that looks like the picture.